A showcase of various digital new client acquisition and retention campaign projects initiated, but not put into production before I moved to my next career.
The Luxe concept was to showcase properties in a glossy high end magazine format to pre-qualified clients. The purpose was to showcase luxury properties discreetly. The format was a high end visual glossy magazine. Access to the portal was solely by face-to-face contact with a full background check (to ensure discretion).
In December 2012, the company finally decided to launch the project. It had already been planned and designed 14 months previously. The new site may be viewed here.
The site would be password protected and would solely be via invite. The invitations would be given at a face-to-face event and via a digital key carried on a USB key [see marcoms examples].
The project has various planned implementations. Using local company and brand associations the portal was envisioned developing into a high-end community direct to supplier. Aspects from the Lucas Fox Luxe design were picked up by the company’s IT developer for another project.ACQUISITION
Online Customer Acquisition Via Chat
My proposed solution was to open up a more immediate way for web-visitor’s data to be acquired via opening up the most cost effective client acquisition channel, to reduce client contact form abandonment and increase the company’s commitment to client service. In 2011, this was very early adoption in the real estate sector. It is now a norm in 2019.
At the time this channel was being considered costs of client acquisition varied between 9 – 1,000 EUR per qualified client. The project to be considered a success would have been to acquire one client per month. The chances of this project failing due to ROI failure would have been minimal.
Client acquisition had increased 200% in a one-year period. Still from analytics there was a fair amount of ‘contact form’ abandonment. I envisioned chat was envisioned as a way to solicit more client data and acquisition.
First was to implement the application on the English portal and to use the chat facility during opening hours. Potentially this would have included Saturdays when web-traffic was at its peak.
It would have then been rolled out in the Spanish language. Other languages were to be considered once support was available in-house.
The cost of implementing this test was exceptionally low. The advantage of using this service was its compatibility and ease of use. IT support for the product would be direct with the service provider. Cost of product implementation is negligible.
Implementing two users trialling English and Spanish would be just $15 USD using Zopim 2 as the provider.
Upgrading to 5 users over time would just cost $39 USD per month. Cost per conversion at the time using electronic channels was variable. At the time this channel was being considered costs of client acquisition varied between 9 – 1,000 EUR per qualified client.