September 21, 2021
20% investors more since the beginning of the year: with this indicator, RIEL Real Estate Corporation entered September 2021.
This is not only because the projects of our company are ultra-modern and diverse, reflecting the current trends in residential construction and meeting expectations of buyers of all categories, adapted to the current needs of all residents – both adults (focused on family values or maximum comfort and privacy), and little kids (focused on an active pastime indoors or on the territory of their residential complex).
And, of course, not only because there is not a single unfinished object in our portfolio and a number of those that we complete after the developers who started them have abandoned them for various reasons.
Another of our undoubtedly strong sides is communications, or rather, the digitalization of sales and service.
It is about this – about the findings of RIEL REC and their partners in communications, about “how it should be better done from the very beginning” and “how it should never be done, even if you really want to” - the community of marketing experts wanted to hear at specialized RED Community, event where Oleksii Kulyk, the marketing director of RIEL Real Estate Corporation, and Valentyn Yaromenko, the CEO of White Sales, a consulting SalesTech company for the development and implementation of sales systems, were invited as speakers.
“You used to have to hire a realtor or go to the sales department yourself in order to choose an apartment and find out the details of the sale, including the cost,” Oleksii Kulyk, the marketing director of RIEL REC recollects. “We decided to address all these issues online, making it possible for our buyers to find out the most important information via a mobile or laptop within a few minutes: the availability of a specific apartment and its layout, the relevance of the price and a specific figure instead of "from ... to", all the features of the residential complex. As a result, the share of sales from online channels increased from 30% to 40% of the total number of sales. As for the share of website leads in the structure of online channels, it soared from 3% to 12%”.
The implementation of this idea was preceded by several "wheels" (when the company tried to reinvent its own, new and complex solutions for all needs) and a little "zoo" (when a separate software with its solution was used for each need).
Subsequently, we settled on the "turquoise" concept of our communication with clients: when all eight sales departments of RIEL REC, three service centres and more than twenty residential complexes function in the absence of a director or manager whom it would be necessary to coordinate their actions with. At the same time, roles are clearly allocated between the employees, so each of them acts within his area of responsibility and makes decisions independently. In this regard, every action is foreseen, spelled out and worked out in advance: these are elaborate steps and answers for different situations, reactions, and processes, whose effectiveness is always monitored (including by listening to conversations between managers and clients). These data are subsequently analyzed and recorded if there was a discrepancy with the developed standards.
“All the software we use in our work are interconnected”, Valentyn Yaromenko, the CEO of White Sales, tells us. Therefore, no matter how the client contacts us – through a form on the website, chat, phone call or email – we will track it down and create a "deal" in any case. And this will happen automatically: incoming and outgoing communication with a potential client is recorded in the CRM system. Power BI dashboards are integrated with Zoho CRM, there is also integration with 1C and a cell diagram (editor's note: interface displays a cell-shaped catalogue of premises with apartment numbers. Insures against double sales due to absent-mindedness. Accounting is carried out by hatching apartments with different status. Today - the most convenient and most common form of apartment sales) and other solutions”.
“If a client calls us or fills out a form on the website,” Oleksii Kulyk goes on, “I would like to know which website or advertising campaign he followed from. And all this is automatically recorded, so as not to ask the client "How did you find out about us?" Therefore, we use a lot of spoofed call tracking numbers - several hundred."
At RIEL REC and White Sales, they are convinced that measuring and analysing are two essential principles that must be observed at all times. Therefore, almost a year ago, we at RIEL launched an updated website and solved the main tasks with its help: high loading speed and automatic update of the cell diagram, so that the users can always see the most relevant housing options and prices that are updated every hour.
