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Marketing Digital e Mercado Imobiliário

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Marketing Digital e Mercado Imobiliário

  1. 1. Benchmarking MERCADO IMOBILIÁRIO E MARKETING DIGITAL
  2. 2. Alguns Dados sobre Marketing Digital Brasil - o país conta com 66 milhões de internautas, que passam, em média, 25 horas por mês conectados. Segundo dados da F/Nazca, calcula-se que 21,1 milhões de brasileiros não passam um dia sequer sem internet e que, além disso, 27 milhões têm banda larga em casa. Os aparelhos celulares também potencializaram a comunicação digital no Brasil. Segundo dados da Anatel, estatal reguladora do setor de telecomunicações, existem mais de 166 milhões de celulares ativos no país, sendo que 100% deles enviam/recebem SMS (serviço de mensagens de texto), 68% acessam a internet e 33% possuem Bluetooth (tecnologia que permite a troca de arquivos entre celulares, computadores etc.). .
  3. 3. Alguns Dados sobre Marketing Digital Segundo a National Association of Realtors (NAR) as fontes mais utilizadas na hora de procurar um imóvel são : Corretores (86%) Placas de publicidade (69%) Internet (65%) Anúncios em jornais (49%) Revistas sobre imóveis (35%) IBOPE“Tendências imobiliárias na cidade de São Paulo” •49% da população geral usam a internet para procurar imóvel na capital paulista, contra 44% daqueles que recorrem aos anúncios classificados nos jornais.
  4. 4. A gigante americana Coldwell Banker - que conta com cerca de 100.000 associados de vendas em mais de 3.500 escritórios em 47 países e territórios - investe em alternativas digitais para os seus clientes.
  5. 5. Aplicativo para iPhone Aplicativo de busca para iPhone. Permite que os usuários pesquisem imóveis em 28 países.  Pesquisa por GPS para  Listagem detalhada de localizar imóveis para venda, características que incluem aluguel e os últimos imóveis imagens e slideshows; que foram vendidos;  Link direto para o corretor  Classificação por responsável pela propriedade localização, preço e data de pesquisada; venda;  Notificações em tempo  Visualização de real de novas propriedades resultados da pesquisa em relacionadas com as buscas forma de lista ou em mapas feitas pelo usuário. com ícones clicáveis;
  6. 6. You Tube + Geolocalização O objetivo do canal é criar um sistema de pesquisa de imóveis através de vídeos buscando um maior impacto no público-alvo e possibilitando uma forma mais aprofundada de conhecimento dos imóveis da Coldwell. Em parceria com o You Tube – maior portal de vídeo online do mundo - a Coldwell criou o Coldwell Banker On Location, um canal no site de compartilhamento de vídeos que, com a ajuda de um sistema de identificação de IP, possibilita gerar resultados específicos para os consumidores que visitam a página.
  7. 7. Digital Signage Apostando na interatividade para conquistar a atenção dos consumidores, a Coldwell Banker instalou um Outdoor interativo (Digital Signage) na movimentada Times Square, o qual reagia aos SMS enviados pelos transeuntes. Bastava enviar uma mensagem para um número pré-definido com a palavra “Homes” e o código postal correspondente à área em que se pretende adquirir um imóvel, que, em poucos minutos, o painel exibia as opçõesdisponíveis naquela região.
  8. 8. Fundada em 1978 para atender a demanda de imóveis residenciais de médio e alto padrão da região metropolitana de São Paulo. É uma das cinco maiores construtoras do país, com faturamento anual de R$ 500 milhões. Pioneira no atendimento pela internet, iniciou suas ações online em 2002 com o objetivo de aumentar o reconhecimento de marca.
  9. 9. Blog corporativo  Canal para questionamento por parte dos clientes;  Comentários moderados – a cada mensagem, um SMS é enviado aos administradores;  Maior transparência e melhor relacionamento com stakeholders;  Temática – ciclo de decisão de compra de imóveis e gestão empresarial.
  10. 10. SEM – Search Engine Marketing  Melhor posicionamento orgânico e veiculação de links patrocinados;  Compra de 16 mil palavras-chave;  Melhor descrição dos imóveis e inserção de mais conteúdos nas páginas sobre produtos;
  11. 11. Mídias Sociais  Melhora na descrição dos imóveis e inserção de mais conteúdos nas páginas sobre produtos;  Criação de perfis nas principais redes sociais, usando o potencial de cada uma delas;  Estratégia com foco na troca de informações, criação de comunidades e relacionamento;
  12. 12. Mobile, Games & Maps  Ambiente exclusivo no Second Life;  Portal Wap e informações por SMS;  Mashup com Google Earth e Google Maps.
  13. 13. Resultados R$ 7,2 milhões  3 milhões de visualizações Investimento investidos em do blog em 2008; 4000 quatro anos. 3000 2000  3.248 seguidores no 1000 Investime Twitter e uma venda realizada 0 nto por essa rede social;  A internet foi  Um milhão de R$ 375 milhões Vendas em vendas no responsável por 27% das visualizações de vídeos 600 período. vendas de 2008; no YouTube, 500 mil 400 fotos vistas no flickr e  6 milhões de visitantes 10 mil downloads no 200 Vendas no site em 2008; slideshare. 0 2005200620072008
  14. 14. Realidade Aumentada Para usar essa tecnologia, basta o usuário ter em mãos o folheto de algum empreendimento da Tenda que tenha um marcador de RA, acessar o site da construtora e colocá-lo em frente a uma webcam. Com o objetivo de oferecer uma experiência interativa e lúdica para os seus clientes, a Tenda lançou um site em que se pode visualizar, em tempo real, plantas em 3D dos próximos imóveis da incorporadora.
  15. 15. Realidade Aumentada A imobiliária francesa Meilleurs Agents também apostou em realidade aumentada para aquecer suas vendas. Sobreposta a imagem real do imóvel, o cliente visualiza na tela do seu celular informações e características (como preço, tamanho, etc.) de imóveis em Paris e Ile-de- France.
  16. 16. Games online No jogo destinado a corretores, cada participante possui um tabuleiro próprio, localizado no hotsite no qual as peças se movem de acordo com as etapas cumpridas. Vendas realizadas acumulam “gafisouros”, a moeda do jogo, e o saldo pode ser trocado por produtos, viagens ou planos de saúde. No site são disponibilizadas dicas de como melhorar as vendas e ranking dos primeiros colocados.
  17. 17. Mobile Marketing SMS e Bluetooth Os interessados em obter informações sobre um lançamento Com um dispositivo da Bárbara, Rofer e Abyara, em São Paulo, puderam enviar Bluetooth instalado dentro de mensagens de texto e receber as informações do uma tenda montada para o empreendimento no celular. Já nos estandes de vendas atendimento de clientes, foram instalados aparelhos com tecnologia Bluetooth para corretores treinados para downloads de vídeos e informações sobre os imóveis. incentivar o cliente a receber o conteúdo em seu celular, permitiram uma interação simples e eficiente.
  18. 18. Obrigado. E-mail - optdigitais@gmail.com Twitter - @OPTDigitais

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