Anna COHEN, Head of Marketing at Hagag Development Europe tells about the importance of creating an excellent customer experience in building a strong brand loyalty.
- Hagag Development Europe is one of the top players on the local market. Which are your key differentiators in such a dynamic market?
The local real estate market is very competitive, and with technology advancing fast and automating services popping up everywhere you turn, one needs to be as innovative and to stay as up to date as possible. How do we manage to stand out from the crowd? Well, as a first we have been very careful when choosing our niche. Likewise, we have been concentrating our efforts on offering more than just a space to live or work in, and the services we provide are the key element to generating a lasting impression. Buyers and tenants alike base their buying behaviour and brand loyalty on the level of service and engagement they receive, and for us, creating an excellent customer experience for our clients is what makes our brand’s reputation. As I see it, amazing experiences have the capability to lay the foundation for a long-lasting, thriving business – and this is what we deliver.
- How important are trust and customer satisfaction in your line of work?
We work in an industry that was built on trusting relationships. When nurtured, these relationships lead to customer satisfaction, high retention levels, solid company reputation and year-on-year business growth. The way we articulate our value proposition by delivering projects of great value not only for the residential market but also for the city as a whole, together with the services we offer is what helped us gain the trust of our clients. A content client will be more loyal to our brand and will share his experience with friends and family. Furthermore, we are constantly trying to anticipate our clients’ needs. We understand what it is like to be in their shoes and we care about providing them with everything they need, hence we are working on meeting these needs before they even mention them to us. Either thought our in-house sales teams, our collaborators, or with the help of technology, we are constantly surveying our clients on what they feel is lacking in the products now available on the market. As a result, we have managed to develop premium services available for all our residential projects, such are the 24/7 virtual concierge, full property management, direct rentals and landlord representation, and added a developer instalments facility for our resi-scheme in Pipera. We even digitized part of our sales processes, helping our clients save time and resources. All of these actions combined helped us boost sales performance.
- It is often said that if you give customers a great experience, they will buy more. Can you relate?
We bring to the local market a new vibe and extraordinary projects. In terms of marketing and customer experience, this is translated into providing our clients with privileged locations, unique types of architecture and prime facilities and services. As peculiar as this sounds, when you’re performing on a niche segment, you are the puppeteer. You have the answers that clients are searching for and you just need to get your communication game strong and the people that resonate with your work, values and mission will come to you, in depth knowledge of their actions. At the end of the day, clients are more prone to sign with a developer who builds with passion and attention to details and has the know-how, experience and expertise to deliver a project that exceeds their expectations. So yes, we can relate to the fact that a pleasant customer experience boosts sales and business performance as a whole, but we also find that the customer experience journey should not end when the sale process is completed. The after sales part is, too, a highly valuable marketing component. As we see it, our clients are our best ambassadors and we want to make sure that they are comfortable and satisfied with their decision.