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Immowi through the eyes of Founder Anton De Clercq: the very beginning

11/08/2022
   

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…

Anton

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Immowi Assistance

There is often an invisible wall between marketing and sales. Companies invest in marketing campaigns to generate leads, but do not take the right actions to turn those leads into customers. To remedy this shortcoming, the strategic online lead generator Immowi is adding a new extension: Immowi Assistance. Until now, we delivered high quality leads thanks to online marketing, but with Immowi Assistance we significantly increase the chance of these leads actually becoming customers. Thanks to this approach, companies that do business with us know how to convert their leads and have a platform where the leads are offered on a silver platter, ready to be converted into valuable customers.
Extremely result-oriented
We could make it easy on ourselves and be happy with just bringing in high-quality leads. But it’s frustrating when your hard work doesn’t follow through. Immowi’s great strength has always been that we are very results-oriented. Many marketers have a reputation for selling hot air, because they can’t substantiate their returns. We did that right from the start, and that’s why we were able to grow from one to more than 10 full-time employees in a very short period of time.
With MyImmowi we just go one step further than what classic lead generators do. We go to the point where a lead becomes a valuable prospect. We help our customers convert their leads into customers.
Entrepreneurial mindset always in mind
MyImmowi builds the bridge between marketing and sales. We Make it as easy as possible for the client to contact the lead. You have to keep them warm. If you let a few days or even weeks pass between the moment a lead shows interest in your product and the moment you contact that lead, you will lose him. Then your success ratio will remain low. So, we try to immediately set an appointment in the diaries of our clients’ salespeople. You have to strike while the iron is hot.
Letting sales people do what they do best
Sales people like to sell, but they thoroughly hate administration. They keep track of their leads, their appointments and their deals in Excel, or even with pen and paper. They only keep track of their own prospects. Many companies do not have a sales pipeline. So, you risk sending a quotation to a customer after a successful meeting, but ultimately missing the customer because you forgot to follow up on the quotation. You’re almost done, but because of the lack of a decent digital process you miss out on a customer – and therefore also on turnover.
We pick the low-hanging fruit for our customers. We automate the entire process from lead to customer, and put it into one clear dashboard. This way, as a business manager, you can follow everything from A to Z. How many leads does a campaign produce? How many of those leads drop out along the way? How many become customers? What stage is each lead in? The personnel cost of sales people is very high in many companies. If sales people do not lose time calling leads and recording appointments – which we do – they can focus on what they are really good at. And that is still selling, closing deals.
Measuring ROI to the euro
We bring marketing and sales under one roof. That way, you can make your campaigns much more effective. Imagine that your campaigns for one brand on Facebook and on Google both generate 10 leads, but that 8 of those 10 Facebook leads become customers and only 2 of those 10 Google leads. If you’re purely marketing, you won’t get that information and so you’ll continue to put the same amount of effort into Facebook and Google.
If you also include the sales part and you do get that information, then you can turn the right buttons, redirect your budgets and generate much more turnover.