Greg and the 14 person team at Metrocity were positioned as the top choice in the West End real estate and property management market – their customer growth was fuelled by a hard won phone and “belly to belly” sales process – however the change created by the emerging social media environment meant that the tradition methods were not as effective.
Their digital effort was letting them down with lead acquisition and they were relying on external lead generation bidding services like LocalAgentFinder plus their traditional methods to obtain new business – a sure fire way to end up as one amongst many.
Metrocity’s sales process and fulfilment side was very strong with many satisfied customers across the two facets of the business (350+ Google reviews, 160+ RateMyAgent reviews). The challenge was in creating new opportunities.
There’s really only two ways to maintaining profit – getting more customers or charging higher prices. In order to continue growth at their current rate they would need to increase their leads and their closing rates – and this is what Head Studios was brought in for.
In order to continue growth at their current rate they would need to increase their leads and their closing rates – and this is what Head Studios was brought in for.
Metrocity knew it was going to be impossible to maintain their dominant market position long term by only relying on the “old school”, “hard knocks” traditional real estate sales process – people these days simply had too many distractions and weren’t as engaged as before.
The goal was more customers, maintain prices charged per management so that their service to landlords was not comprised. This was achieved with a repositioned value approach (not just another property manager – an investment acceleration specialist).
The biggest challenge in re-activating old leads is how do you overcome the “who cares” attention gap and the “nuisance” potential of generic weekly “New Properties for Sale” newsletters and “do you want to be our customer?” cold calls – burning lists and burning through prospecting property managers in the process – in other words – how do you engage the top level (50-500 door) investors hidden in your list and begin conversations from a position of strength and value?