The successful marketing of real estate programs relies heavily on an effective marketing strategy. In addition to using attractive visuals such as 3D models, developers need to redouble their efforts to guarantee customer satisfaction. That's why it's important to take customer feedback into account. Comments left under your publications, testimonials on your website or e-mail feedback are valuable resources for improving the customer experience. Find out how to manage customer feedback by integrating 3D models into your strategy.
1 / Collect customer feedback with 3D models
Customer feedback is any opinion, criticism, assessment or observation made by a customer about your product, service or customer experience. Whether positive or negative, it's important to consider them in order to improve the customer experience. The first step in managing feedback is to collect it.
Spontaneous feedback
Spontaneous feedback is the various forms of feedback that customers share naturally, without you having to ask for them. You can collect them through various digital channels, and even physically:
- Website: reviews and testimonials left by your customers on your website;
- Social networks: comments on your publications, private messages, number of likes and dislikes;
- E-mail: customer feedback, thanks, recommendations ;
- Physical feedback: customer feedback from face-to-face meetings.
Responding to these spontaneous feedbacks is an excellent way of forging links with your customers and building loyalty. To get spontaneous customer feedback, it's crucial to communicate regularly on your social media channels. This encourages interaction between you, your customers and prospects alike. Always accompany your publications with aesthetic and realistic visuals, such as 3D models.
Solicited feedback
You can also gather customer feedback by asking them directly for their opinions. There are a number of different ways of collecting feedback:
- Send satisfaction questionnaires via e-mail, social networks or SMS;
- Adopt a post-purchase rating system;
- Use customer satisfaction indicators: customer satisfaction (CSAT), Net Promoter Score (NPS), customer effort score (CES), customer lifetime value (CLV), target achievement rate (GCR), etc.
If the use of 3D models is at the heart of your real estate marketing strategy, it's important to integrate them into your questionnaires. Ask customers about the impact of the 3D model on their experience, particularly in the property acquisition process.
Collection frequency
You can collect customer feedback at the frequency of your choice. For better tracking of customer satisfaction, you can collect spontaneous feedback every six months or every year. Hot feedbacks are collected in real time, i.e. during face-to-face meetings or telephone calls. Customer service can collect feedback every time customers contact them, by asking them a question about their satisfaction.
2 / Analyze customer feedback with 3D models
Once customer feedback has been collected, the next step is to collate and analyze it. This requires the use of a number of performance indicators.
Recommendation level
The Net Promoter Score (NPS) is a performance indicator that measures customer satisfaction. It indicates your customers' propensity to recommend you to others. Using customer feedback, you can determine three categories of customer: promoters, neutrals and detractors.
To calculate the percentage, simply ask a question:
- Quantitative: "On a scale of 1 to 10, would you recommend our services to your friends and family?", "On a scale of 1 to 10, how did the 3D model help you make your decision?
- Qualitative: "Why did you give this rating?", "What did you like?", "What did you dislike?
There are various tools available to help you manage and analyze customer feedback across your various digital channels. However, if you want to see the impact of your 3D models on the customer experience, you can focus your customer feedback analysis solely on this aspect.
Customer satisfaction
The Customer Satisfaction Score (CSAT ) is another important indicator for accurately measuring customer satisfaction. It indicates how well your channels are meeting your customers' expectations. There are various ways of measuring this indicator.
You can, for example, merge customer feedbacks from different sources into a graph and compare them. Customer satisfaction can differ from one channel to another. For example, a comparison may reveal more positive customer feedback from your e-mail campaigns than from your website. You'll then need to detect what hinders the customer experience on your website: the existence of bugs, an unintuitive interface, the absence of immersive visuals (3D plan, 3D model, interactive tour), etc.
It's also a good idea to create a graph based on time, as this allows you to observe the evolution of customer satisfaction over time. But you can create as many categories as you like. For example, a graph showing the satisfaction rate by city, region or country. Or a graph comparing the satisfaction rate according to whether your customer is a company or an individual.
CRM real estate
Managing all this data is no easy task. That's why real estate developers often turn to a real estate CRM. This customer relationship management tool offers many advantages:
- Optimized data management: you can easily access and manage data on your prospects and customers as well as on your real estate programs;
- Better tracking of files: CRM makes it easier to qualify files, update opportunities and track sales actions;
- Lead centralization: leads obtained from various contact points (own site, portal, etc.) are brought together in a single location;
- Time-saving marketing actions: centralized customer feedback on a single platform, fluid exchange between sales teams.
The real estate CRM helps you to carry out a wide range of tasks, including the analysis of customer feedback. The 3D real estate model can be linked to a CRM to facilitate the management of your real estate programs.
3 / Exploiting customer feedback with the 3D model
The final step is to close the feedback loop, i.e. to take action. This involves using the results of customer feedback analysis to improve the customer experience and build loyalty.
Improving the customer experience
The analysis of customer feedback has enabled you to obtain results on the customer satisfaction rate. Now you need to make the necessary adjustments to optimize customer relations. You will need to eliminate and replace practices that have failed to please customers. To avoid reinforcing customers' doubts or disappointment regarding their acquisition, it's very important to use hyper-realistic 3D models. They make it much easier to project and make decisions, a customer experience that is highly appreciated by buyers.
Customer loyalty
To build customer loyalty, always try to respond to customer feedback, whether public or private, positive or negative. Responding to public feedback shows that you put the customer at the center of attention, which improves your brand image. Responding to private feedback reassures your customers and builds loyalty.
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