The birth of Immowi is marked by two passages in my still young professional career. The first passage dates back to my first internship. I started my career as a Marketing trainee with a real estate developer who is still specialised in the development of investment real estate. It quickly became clear to me how valuable and important the influx of quality real estate leads is for any sales department.
In that company, sellers received a percentage on the sales made. But if no real estate leads came in, no sales could be made. Logically, this caused a lot of frustration, as no income was generated. It was an initial pain point that I soon knew had to be addressed, but did not realise at the time that I was going to turn it into an independent activity one day.
After successfully completing my internship, the time was not yet ripe for me to start working. I decided to pursue additional training, and later also a second one.
After my studies, I ended up working for a manufacturer of electric bicycles. I learned how to establish contacts at an international level and came across the power of online marketing and generating sales via webshops for the first time. This was partly due to the increasing importance of data capture and the growth of data companies, which was also growing rapidly at the time.
I was getting older, starting to gain knowledge of business processes, online marketing and international sales, and the desire to make it in the world was growing.
My love for real estate had never disappeared over the years. With the experience I had gained during my various courses and internships, I saw an opportunity: I was going to generate real estate leads for project developers who wanted to focus primarily on what they were really good at, namely effectively selling the real estate projects they develop themselves. In addition, I would provide the contact details of potential buyers.
Immowi was born.
While doing this, I soon realised that I could generate the best results by using landing pages, in different scents, colours and variations. Gathering as much information as possible beforehand about the market, the target group, the competition and nearby projects was essential.
There was only one sticking point: everyone used the same channels to advertise on. Facebook, Instagram, Google… Often haphazard and without strategy. The key question became: ‘How can I stand out from the crowd? I devised a system whereby I could advertise across all channels, based on previous surfing and clicking behaviour. And that turned out to work: because I managed to attract the right people, the quality of the designs of the landing pages also started to increase. The same applied to the Immowi Lead Generation Algorithm.
Still, one last ‘struggle’ came up during the discussions with our clients: I had no insight into the follow-up process of real estate agents/project developers and their leads. For example, it was not clear what happened to the Immowi real estate leads once they were delivered:
- Were they properly followed up?
- How many effective appointments came out of them?
- Were they sold on?
A problem that I have since solved and integrated into the MyImmowi system. With that system, Immowi has now succeeded in solving this problem by linking a uniform status structure to the external deal and lead structures of our customers across all CRM solutions.
The road is still long, but the basis is there.
To be continued…