The idea distilled.
Property marketers need to pinpoint the “Moments that Matter” to identify intent signals, fulfill the needs of potential customers at crucial times, and effectively overcome barriers. This study emphasizes the importance of triggering the transition to the active stage, enabling prospects to become valuable customers ready to take immediate action with confidence and desire.
If nothing else, three things to fuel your growth.
- High-intent in potential property buyers is determined by their desire (e.g., to buy their first home, upgrade, or downsize) and their financial capacity
- The property purchase or sale journey is complex, featuring distinct passive and active stages.
- Confidence, alongside desire and capacity, is the primary driver moving prospects from passive to active engagement, with the nature of confidence varying by the buyer’s specific desire.
Some additional food for thought…
- 9 in 10 Australians who are interested in property take an ‘always on’ approach to keeping an eye on the market.
- 7 in 10 property intenders use news media to keep up to date with the property sector.
- 2/3rds of property intenders float at the passive stage at any given moment in time.
- Helping them realise they have the desire, capacity and confidence is the key to finding your next customer.
