No.48 about the old master

First, why should we care to maintain the old owners?

1. Tap customer potential. Maintaining the kinship and intimate relationship between the company and the owners can gradually develop the resources of old customers and promote the emergence of two sets of owners or old owners.

2. Save marketing costs. According to market research, the cost of maintaining an old customer is about 6 times lower than that of maintaining a new customer, and the return on investment for old owners is higher. Therefore, if new customers and old owners are given priority, the old owners should be put in the first place. After all, they know and trust our products better (those who have helped us will help us, but those we have helped may not be willing to help us).

3. Form word-of-mouth communication and bring scale advantages. According to market research, a customer who has bought a satisfactory house may tell 15 friends around him, which will attract 6 customers to look at the house and arouse 2 customers' desire to buy. Therefore, the old car owners who are satisfied with the products are the best salespeople. They can not only help the company put forward suggestions to improve products and services, but also publicize the company and products for free. For a third-and fourth-tier city like Linzi, you can hear a street roar at the end of the street. The circle is too small to hide the good and the bad So it is very important to form a word-of-mouth effect.

Second, how to maintain the old owners?

1. Emotional maintenance.

(1) For customers who have already made a deal, a complete customer file must be established, including basic information, customer characteristics, etc., and it should be as detailed as possible.

② Maintain old customers in time after the transaction. What measures should be taken for customers who have just made a deal in the next day, within 5- 15 days and within 15-30 days, so that old customers can feel that the company attaches importance to them, further enhance their loyalty and encourage them to introduce new customers?

(3) Send blessings and gifts on holidays and interact with old owners. For example, birthday greeting messages, small gifts, and traditional festivals send corresponding gifts door to door.

④ Establish a project exchange platform. You can use WeChat official account and other platforms to spread information to old owners, including monthly hot sales information of the project, project progress information, good news around you, warm tips of weather forecast, holiday wishes and so on. You can also send the existing marketing activities to the old owners.

2. Maintenance of price promotion. In addition to emotional maintenance, for old customers, they expect more substantial benefits, such as discounts on real houses or gifts. Therefore, the project can often plan some promotional activities for old customers, such as F card, and immediate family members can get a 99% discount.

3. Activity maintenance

Activity marketing is the most important part of real estate marketing. A property can be sold without advertising, but not without activities. Event marketing can be said to be the best choice for the project to quickly enhance its popularity, attract popularity and accumulate customers. In maintaining old customers, real estate enterprises can create opportunities to get along with old customers through different nodes and different types of activities, cultivate feelings, further improve the loyalty of old customers and build project reputation. First of all, through these activities to maintain the feelings of the old owners, increase the owners' understanding and understanding of the company's projects, and improve brand loyalty; Secondly, let the owners strengthen communication to lay a good foundation for good neighborhood relations and community atmosphere in the future; More importantly, convey some new and old preferential policies to them to promote project sales.

4. Service maintenance

After the customer clinches a deal, the service quality of the company often determines the brand impression of the company in the eyes of old customers, so the importance of after-sales service cannot be overemphasized. In addition to providing the most basic after-sales service, the company can also pay attention to them by providing differentiated services, such as giving more discounts to old customers who buy more houses in the future, or exempting them from property fees for one year. Through these methods, we can improve the loyalty of old customers to projects or enterprises and form a good reputation.