Post by shati106 on Nov 2, 2024 6:47:10 GMT
Profitbase together with Planoplan studied the market of developers in Kazakhstan. We found out how Kazakhstani developers sell apartments and what technologies they use to increase conversions.
How do Kazakhstan developers lose clients?
3.6 million Internet users in Kazakhstan are interested in the topic of "buying/renting real estate" or "mortgage". At the same time, only 54% of developers have their own website, 42% use aggregators or create separate pages for each residential complex, the remaining 4% have a website under development.
This means that when searching for an apartment, potential clients do not find half of the offers.
Profitbase together with Planoplan released a study that answers the following questions:
What should a developer's website be like?
How to determine that a website will help sell an apartment?
What mechanics do Kazakhstan social media marketing service developers use to increase conversions?
What mistakes do Kazakhstani developers make when creating websites?
How informative are the websites of developers in Kazakhstan?
How was the study conducted?
Profitbase together with Planoplan compiled a list of developers in Kazakhstan, invited a focus group, which assessed the convenience of the sites, information content and ability to convert incoming traffic into leads.
The focus group rated the sites on a 5-point scale:
The usability of the sites was assessed according to the following criteria:
Website design.
Ease of navigation.
Clearness of controls.
The informativeness of the sites was assessed based on the availability of general information about the developer, data on residential complexes, apartments and layouts.
The evaluation of conversion mechanics was carried out according to the following criteria: the presence of feedback forms, surveys, quizzes, the ability to download the layout and order a call back.
The article presents a brief version of the study. See the full version on the website
Why does a developer need a website?
Retain the client
A potential buyer gets a larger choice of apartments. If apartments in one residential complex do not satisfy the request, the buyer will consider another complex, and will not go to a competitor.
2. Reduce the deal cycle
The client can view apartment layouts directly on the website, choose a suitable one and book it.
3. Collect analytics
You see what offers buyers are most interested in and what criteria they use to select an object.
Key figures from the study:
Developers do not post all the information about the objects. Only 55% of sites have a section with photos of the complex, courtyard, common areas, infrastructure and iconic places of the area.
Clients do not understand what is happening to their apartment. 90% of developers do not indicate the date of commissioning of the apartment, 60% do not post regular photo reports on the progress of construction.
Half of the developers do not have a catalog of apartments.
Buyers do not have enough information about the apartment to make a purchase decision.
Despite the fact that 79% of users view developer websites from their phones, only 17 developers in Kazakhstan allow you to view an apartment card from a smartphone.
Developers make limited use of new conversion tools: 3D layouts, smart catalogues, online booking.
How do Kazakhstan developers lose clients?
3.6 million Internet users in Kazakhstan are interested in the topic of "buying/renting real estate" or "mortgage". At the same time, only 54% of developers have their own website, 42% use aggregators or create separate pages for each residential complex, the remaining 4% have a website under development.
This means that when searching for an apartment, potential clients do not find half of the offers.
Profitbase together with Planoplan released a study that answers the following questions:
What should a developer's website be like?
How to determine that a website will help sell an apartment?
What mechanics do Kazakhstan social media marketing service developers use to increase conversions?
What mistakes do Kazakhstani developers make when creating websites?
How informative are the websites of developers in Kazakhstan?
How was the study conducted?
Profitbase together with Planoplan compiled a list of developers in Kazakhstan, invited a focus group, which assessed the convenience of the sites, information content and ability to convert incoming traffic into leads.
The focus group rated the sites on a 5-point scale:
The usability of the sites was assessed according to the following criteria:
Website design.
Ease of navigation.
Clearness of controls.
The informativeness of the sites was assessed based on the availability of general information about the developer, data on residential complexes, apartments and layouts.
The evaluation of conversion mechanics was carried out according to the following criteria: the presence of feedback forms, surveys, quizzes, the ability to download the layout and order a call back.
The article presents a brief version of the study. See the full version on the website
Why does a developer need a website?
Retain the client
A potential buyer gets a larger choice of apartments. If apartments in one residential complex do not satisfy the request, the buyer will consider another complex, and will not go to a competitor.
2. Reduce the deal cycle
The client can view apartment layouts directly on the website, choose a suitable one and book it.
3. Collect analytics
You see what offers buyers are most interested in and what criteria they use to select an object.
Key figures from the study:
Developers do not post all the information about the objects. Only 55% of sites have a section with photos of the complex, courtyard, common areas, infrastructure and iconic places of the area.
Clients do not understand what is happening to their apartment. 90% of developers do not indicate the date of commissioning of the apartment, 60% do not post regular photo reports on the progress of construction.
Half of the developers do not have a catalog of apartments.
Buyers do not have enough information about the apartment to make a purchase decision.
Despite the fact that 79% of users view developer websites from their phones, only 17 developers in Kazakhstan allow you to view an apartment card from a smartphone.
Developers make limited use of new conversion tools: 3D layouts, smart catalogues, online booking.