Advertising tools for developers: segmentation, user path, end-to-end analytics

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Content
Sales Funnel
Hypersegmentation
User path
Analytics systems
Total
In the real estate sector, most Internet marketing companies work only with traffic generation and lead generation. But you can and should also work with the sales funnel. Before buying a house or apartment, the user goes through a long journey, so a one-time advertising setup is not enough. We tell you what tools developers can include in their work to increase the number of requests.

Sales Funnel
Usually, online agencies work only with advertising telegram database search sources and, at best, give recommendations on the site. But in the real estate sector, almost all clients are "smart shoppers", that is, they approach the purchase consciously, choose, price, think and... can "drop out" at any stage of the sales funnel. Clicked on an ad, but did not take action on the site, talked to a manager, but did not come to view, left a request for a call, but does not pick up the phone, etc.

These "refuseniks" can and should be returned, thereby increasing the conversion of each step and ROI as a whole. How to do this? You need to start with building a sales funnel, but not a common one for all users, but by first dividing the audience into segments.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

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Hypersegmentation
Before building effective work with the target audience, you need to get to know your target audience a little better - find out what their pain points, needs and interests are. Some users choose new buildings closer to the center, others - houses in an ecologically clean area, and others - office space. Wide coverage threatens high costs and the risk of attracting the wrong audience, so the first stage when working with a sales funnel is deep detailed segmentation.


Where to get data for segmentation? Information can be provided by call center employees (wiretapping, speech analytics will help with this), social networks, forums (we study interests, preferences), analytics of user behavior on the site.


Vladimir Davydov, co-owner of the marketing group "Completo"

Segmentation algorithm:

We identify segments of the target audience - the users with whom we work.
We identify anti-segments - users who are not our target audience.
Within the segments, we identify decision makers and those who influence them.
We find out their needs and pain points for each type of transaction or service.
For example, within the segment "men aged 30-35, family", the decision maker is a man, a father, let's call him Vasya. According to the transaction parameter "purchase of residential real estate", his need is to choose housing in a certain price range, in a developed area with a kindergarten, school and fitness center. Having thus designated the buyer persona, we begin to build the path of this user along the sales funnel.

User path
Based on the data on needs and interests, we proceed further: on the one hand, we work with advertising sources - we create creatives, write ads, make videos for advertising, etc. and, on the other hand, we work with the website, social networks, landing pages, that is, with platforms. Thus, we optimize the entire user path in accordance with their characteristics.

Landing pages need to be designed using exactly those features and creatives that will work for a specific user, and not because "everyone does it that way." Your task is to answer all the requests of a specific client and provide him with exactly the content that interests him. For example, for our daddy Vasya, we write a text in which we tell in detail about the infrastructure of the area, its ecology, the progress of construction, etc.

What features can be used on the site?

OMNIwidget
Reviews
Deal guarantees
Block "Questions and Answers"
Advantages
Photo report on the construction progress
Video of the construction progress
Aerial photography, etc.

Ivan Samokhin, head of the Pear Advert agency

When collaborating with developers, we use two main tools:

We install a button on the website to call a taxi to the sales office at the developer's expense. The more visits to the office, the higher the conversion. This method is more effective than cold or even warm calls.

The second method is carried out using third-party software. The visitor goes to the developer's website, and when interacting with the database, his phone number is determined. The system uploads it to the manager, who contacts the visitor directly. The efficiency is also quite high, since in most cases interested people visit the developers' websites.

Analytics systems
Analytics systems allow you to record user data and continue working with it in the future. How does this look in practice?

Step 1 — find out what the person is interested in and assign a segment (by request or creative). For example, user Egor clicks on the request “buy office space on Sukharevskaya”. He automatically gets into the segment “sale of office space linked to geolocation” and then into the segment “men 35–40 years old”. Based on this data, we understand which funnel the user enters. We know that for this segment, cost, location, and purity of the transaction are important.

Step 2 — the page created on the basis of the segment works. Egor goes to the site, where he sees detailed information about the office location, then on the page there is a cost calculator and certificates. Egor views the page with information and gets answers to all his questions. Then Egor leaves the site "to think", but during the session he leaves traces, for example: was on such and such a page, read the text, interacted with the calculator.

Step 3 — Yegor starts to see specific banners created specifically for his funnel. For example, if he interrupted his path at the step “show certificates” and did not reach the next step — “watch a video,” you can show him a short advertising video embedded in the videos he watches on YouTube (Google Ads).

Step 4 — we work with Egor even more precisely. For example, we contact him directly and, knowing that he was interested in the office on Sukharevskaya, we tell him about the finishing of a specific business center.

Thus, Egor goes through all stages of the sales funnel, and the end-to-end analytics system records this right down to the amount of the completed transaction - for subsequent analysis.