Greeff Christies Real Estate Case Study

How can we get property buyers and sellers to come to us?

The client is a niche-market real estate agency in South Africa, with multiple offices operating in some of the Western Cape’s most sought-after areas. Prior to contacting us, they had grown from a one-man-show to a highly respected agency with a staff complement of 127.

Then, digital transformation happened. Old, manual processes weren’t cutting it anymore, and — riding the wave of customer-centricity — property investors began to demand better value and faster results from the agencies they chose to work with.

So, how to grow in a rapidly changing world?

Analyse. Adapt. Address. Automate!

The client needed to align the operational processes of various offices and consolidate customer and property data into one, easily accessible and analytics-rich place.

The end game: to institute a company-wide automation methodology and provide agents with qualified, contextual data throughout the sales process.

But first, they’d have to get the buyers and sellers to come to them...

Drawing back the curtain for property investors of all experience levels

The client required a drawcard that provided insider information on property trends and market fluctuations that investors could not find elsewhere. This would attract first-time buyers and accomplished portfolio owners.

Their golden ticket? The Investor’s Club — a key that unlocked the door to an echelon that had, up until then, been reserved for the elites of the industry.

Besides providing invaluable insight to potential clients, The Investor’s Club would divide users into investor sellers and investor buyers for database segmentation that generated more qualified leads through valuation requests.

In conjunction with its development, we proposed rolling out a brand new sales process.

Specifically, two separate pipelines were established for buyers and sellers using the HubSpot CRM to track each persona as they moved through the buying and selling cycle. This technology would allow us to track the leads that came from The Investor’s Club, as well as those who became customers.

"We couldn’t transform without the skill set of a digital specialist"

Old processes and disparate data pools were hampering the sales cycle for the client’s various offices, while providing no tangible value or easily consumable content to investors moving along the buyer’s journey.

Purchasing a property is one of the biggest decisions any individual is likely to make, so leads will be more likely to go with an agency that’s attentive to their needs and makes them feel valued. The client’s old infrastructure did not allow for quick response time, investor segmentation, or a full view of the buyer’s journey. This meant that agents ‘on the road’ were slowed down by manual processes and did not have the relevant information on-hand to strike when interest was high or nudge a prospect in the best direction based on their need state.

Combine the above points with a slow property market and flagging sales, and it’s clear why the client zoned-in on a business-wide ‘digital evolution’ to get the jump on competitors and stimulate new sales.

Ushering in the age of the HubSpot CRM

To transform the way the client operated, we proposed housing business-wide data and agent administration under one automated, marketing and sales powerhouse, the HubSpot CRM.

Using The Investor’s Club as a gateway product to channel leads to the HubSpot CRM, we would meet and exceed client goals in the following ways:

Know the customer: Building deep customer segmentation to allow for contextual communications across the business, at scale.
Provide real value: Segmented customer data to provide value-added communication journeys that drive action in both buyer and seller segments.
For buyers: Matching them with the properties that suit their user profiles.
For sellers: Generating more valuations for more leads in the ‘selling pipeline’.
Empower sales: Provide high quality, qualified data to agents to assist with the selling process and give potential investors an awesome contextual experience.

Introducing Huble Digital

A challenging task such as this involves many moving parts, processes and specialties to come together in service of exceeding client expectations.

The Investor’s Club and client-onboarding of the HubSpot CRM was a company-wide endeavour. From strategy, creative and development to client service and our MarTech specialists, it was an interdepartmental effort to achieve a first for the South African real estate industry.

Whitetail Properties

Learn more about Huble's impact on Whitetail Properties' & Sales and Marketing Operations.

Sales & Revenue

Smovin

Discover how Huble helped Smovin achieve 85% activation conversion and reduce cost per lead by 50%.

Marketing Strategy & Tech

Bouygues Immobilier

Discover how Huble leveraged social media prowess & enhanced user experience to generate leads and soar conversion rates for Bouygues Immobilier.

Marketing Strategy & Tech

Garage Living

Revolutionise your sales efficiency with Garage Living's CRM and CPQ transformation. See how Huble's solutions have transformed Garage Living's operations.

HubSpot Implementations

Marketing Strategy & Tech

Sales & Revenue

Latour & Petit

Learn how Huble helped Latour & Petit achieve an astounding 860% growth in monthly leads.

Marketing Strategy & Tech

Avison Young

Learn how Huble helped Avison Young move its teams from four siloed CRMs, including Salesforce, to one, easy-to-use but very powerful CRM — HubSpot.

HubSpot Implementations

Knight Frank

Find out how the Huble team helped Knight Frank use HubSpot to give marketing and key business units a unified view of its customer data.

HubSpot Implementations

Global smart affordable housing

Learn how Huble helped a global leader in smart affordable housing unify their multinational offices under HubSpot.

Marketing Strategy & Tech

Sales & Revenue