For 10 years, the real estate market has been going through two very distinct phases: the first one followed the country’s economic cycle, on the rise and with programs to stimulate the acquisition of property, such as “Minha Casa – Minha Vida”. With the slowdown of the economy, the sector enters a second stage, where the downward curve is very accentuated.
To sell to the potential consumer, companies demand new strategies, not only focused on the buyer but also on the engagement of realtors: committed employees take better care of their customers.
The market, then, undergoes a restructuring: consumers who are more resistant to investing in property, and developers who need to guarantee alternatives for delivery, without reducing cash flow and still attracting loyal customers. The crisis also causes major investment cuts, which lead to adjustments in prices: offers to buy, sell and lease are more unstable.
Redesigning the home buyer experience
To evaluate whether a real estate product is delivered properly, understanding how the buying experience works is key. It is in this context that Design Thinking emerges as a methodology focused on mapping the main triggers, pains and needs of real estate buyers.
When analyzing the whole purchase journey of the consumer, from the moment of their initial interest in the property, through the sales booth, to the actual signing of the contract, the approach fulfills the role of pointing out experiences that generate insights to boost sales.
The buyer’s emotional evolution at the points of sale – on the sales stand and out of it, when impacted by realtors – is the driving force in building a relationship. More than simply ending relationships when the contract is signed, the company wants to retain the loyalty of its clients to ensure more sales in the future.
By using the premises of Design Thinking – Immersion, Analysis, Ideation and Prototyping, it is possible to gain insights into all the moments of the buyer’s journey: in the search for the property, in the sales stand, during the purchase, during contract closure and analysis of fees, and delivering the key.
When the developer and its employees are present in a more assertive way at all stages, it gives the brand credibility and guarantees more safety to the customers.
Employees driven in taking care of clients: the role of the new realtor
Empowering employees narrows the relationship of the company with its buyers: a realtor who understands that the sale is continuous and based on transparent information, is able to close deals more easily. The more engaged they are, the better the productivity and the desire to sell well.
To keep up with the need for the increasingly technological market, the new real-estate broker takes a more dynamic approach, including in the digital environment. Their relationship must also be appropriate to each customer profile – the right “tone” of the service and the use of resources that facilitate the understanding of the purchase process are important to ensure security in the investment.
Preparation is indispensable because clarity and agility in information relay attributes of quality and confidence to the clients. Failures along the buyer’s real-estate journey can jeopardize the business. Therefore, it is important that the company-employee relationship be more attractive and with more investments in training.
Creating more effective purchasing experiences
With the challenges perceived during the application of the Design Thinking methodology, a more precise diagnosis is reached: in addition to improving communication with its employees, real-estate companies can optimize internal processes, reduce red tape and implement new experiences in their points of sale.
The creation of value in this sector is related to the team’s engagement, the correct allocation of resources and customer satisfaction. With this equation in mind, hostile and uncomfortable sales booths give way to more fluid trading spaces, with apps that enhance the experience and bring forth positive associations, for example.
Why use Design Thinking
Design Thinking is a methodology centered on people and, by using a process that is structured in phases that complement each other, can help companies, regardless of their segment, engage teams, create a culture of innovation and develop projects that are more targeted and with more added value.
Its steps – immersion, ideation and prototyping allow you to focus on understanding the needs of the user and, with this, to seek real solutions to the challenges raised, based on empathy.
Immersion: when the source of the problem is found
In this phase, the people involved try to study the particularities of the problem put forth, gathering opinions of both the companies and the end user. By using field surveys, interviews, trend-finding, direct observation, among others – it is possible to raise the maximum amount of information that will generate insights for the next phase – Ideation.
Ideation: time to think outside the box
In this phase, creativity takes the lead. Any idea is welcome, without much editing criteria. It is the right time to suggest solutions to the problem raised, so the more multidisciplinary the team, the greater the likelihood of a variety of responses.
Prototyping: time to define the best solution
In this final phase comes the moment to create the idea chosen among so many and validate it in the market. With the prototype in hand, it is easier to test the product with the end user and solve any problems that may arise along the way.
It is important to emphasize that the market, regardless of the context, must be open to changes: implementing a culture of innovation, and giving relevance to the needs of customers and employees, ensures competitiveness and permanence in business.
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