Summary
Samenvatting Professioneel Handelen: Vastgoedmarketing gastcolleges
- Course
- Institution
Alle gastcolleges gegeven
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SecretSanta6
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Gastcollege Cushman & WakefieldVictoria Tanret
B2C (Business to consumer)-> ERA , De Grote, Da Vinci, Immo Francois
B2B -> Cushman & Wakefield, CBRE, JLL
Bezigheid: Beheer van gebouwen, indeling van gebouwen, marketing
Marketing transformatie -> Acquisitie, anonieme bezoekers op de site, omvormen naar leads
en onderhouden(=lead nuturing) -> qualified leads -> mature leads -> clients
4 pijlers:
1. Bids= Pitch= aanbiedingen
CTA= Call to action -> action bekomen bij geven van een pitch
2. Lead generation -> hoe krijgen we zoveel mogelijk klanten
3. Client relationship
4. People
SEO= Search engine optimisation
SEA= Search engine advertising
Search engine= vb. google
Best practices
Cushman & Wakefield
- Verschil B2B B2C
- B2C -> transparanter
- One-stop-shopping
o -> klant van A tot Z begeleiden
- Digitale marketing
- Focus op betere customer experience
o See think do care
- Customer journey defi kennen
- De cyclus van leads niet kennen
- Digitale marketing stappen
1. Aqcuisitie
2. Conversie
Op de website terecht komen
White paper (kennen)
, Infogrphics
Qualified leads
3. CRM (customer relationship management)
Worden mature leads
Aankoopintentie
Gecontacteerd en er wordt oplossing gevormd
BID: aanvraag tot offerte
Zegt mature lead toe -> klant
4. Mooie presentatie
5. Vergadering met klant
- 360°, 3D helm, augmented reality
- power bi (software die info verzamelt en ter beschikking zet voor klanten)
- Marketing voor het genereren van leads
- Socials
- B2B ontransparant
- Call to action
- Content marketing -> eig altijd in gebruik tegenwoordig
- SEO VS SEA verschil kennen
1. Lead reception
2. Lead management
3. Lead conversion
4. Client management
- Cross selling: schattingen, verhuur, verkoop,… (meerdere diensten aanbieden)
- Verband tussen marketing en personeel
o Wordt ingezet voor het verbeteren van personeelsprestaties
Trickx for Bricks
- Deeltje branding zie ppt
Hooox
- Proptech: vereniging van innovatieve bedrijfen in het vastgoed
- Problemen in onze sector
o Bouwkost
o Duurtijd voor vergunning
o Solv komt hiertussen: technologie die niet door hooox is ontwikkeld maar
instrument om problematieken eruit te halen en projecten te realiseren
- Asset: vastgoedactiva
- Red ocean vs blue ocean (zie samenvatting hooox)
- Offline vs online
- Pelican movie dia
- Nieuwe tools
o Cro
o 360°
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