https://blog.dinterweb.com/pt/caso-exito/grupo-roble

Casas Roble: A Success Story in the Real Estate Industry with Inbound Marketing Methodology

Implemented Services:
Marketing Hub Marketing Hub
Service Hub Service Hub
Sales Hub Sales Hub
Integration Accompaniment Integration Accompaniment
Detalle Grupo Roble

Grupo Roble: A Regional Leader in Construction, Real Estate Developments, and Prestigious Hotels

Grupo Roble is a company belonging to Grupo Poma, a business conglomerate established over 90 years ago in El Salvador by Bartolomé Poma. It is recognized in the region for its solidity and prestige.

Since 1963, Grupo Roble has been dedicated to the real estate sector in El Salvador, pioneering the construction of series housing solutions and shopping centers.

With over 60 years of experience, it has consolidated its business divisions in the construction and development of shopping centers, residential complexes, corporate centers, and hotels across various countries in the region.

Casas Roble is the division of Grupo Roble dedicated to the residential area. To date, they have built more than 60,000 homes in El Salvador and Panama.

Learn more about our client: Learn about Casas Roble.

  • Industria
    Industry
    Real State
  • Tamaño de la empresa
    Company Size
    1000 employees
  • Ubicacion
    Location
    El Salvador

Challenges Faced by Casas Roble

Reto: Positioning of Real Estate Projects

Positioning of Real Estate Projects

Until that point, demand generation was conducted through traditional marketing strategies and lead ads campaigns on social media. However, it was necessary to transform the website into a powerful tool for capturing qualified leads.

Reto: Reduction of Lead Disqualification Rate

Reduction of Lead Disqualification Rate

The sales team was receiving leads with high disqualification rates, resulting in wasted resources and time. It was crucial to align efforts in lead generation, qualification, and follow-up to improve efficiency and maximize sales opportunities.

Reto: CRM Implementation

CRM Implementation

Having a CRM was essential to facilitate the storage and tracking of lead data. This would provide reliable information on the quantity, quality, origin, and management of leads, offering a solid foundation for making informed decisions.

Dinterweb: Strategic Partner of Casas Roble

Alignment Enablement Campaigns Renewal SEO

The buyer persona and the characteristics of the marketing qualified lead (MQL) for each project were defined, and the automation of this qualification was implemented using Marketing Hub Pro.

The automation of MQL delivery to the sales team was carried out through Marketing Hub Pro and Sales Hub Pro.

A Service Level Agreement (SLA) was established to ensure the follow-up of all agreements. This measure significantly reduced response times to leads and ensured that sellers only received truly qualified leads.

Training representatives on the use of Sales Hub Pro was conducted.

Marketing and sales management teams were trained to monitor the performance of their efforts in HubSpot.

Sales content was created, including templates, sequences, pages, a master plan, and software to generate formalization documents, pulling customer data from HubSpot via API.

For the launch of two new real estate projects in August and November 2019, optimized landing pages were developed to ensure that audiences could find the projects when viewing traditional advertising or news in the media, or when searching on Google or social media.

Chatbots were implemented on both the website and Facebook Messenger, configured to allow prospects to self-qualify while interacting with the bot.

The website casasroble.com was renewed with the buyer personas of each project in mind. Clear and concise user journeys were designed to help users find relevant information about the residential areas.

Topic sets were developed tailored to the buyer personas of the various projects, each with a personalized value offer, such as ebooks, quizzes, guides, and infographics.

The generation of contacts through these topic sets led to the implementation of high-performing automated email nurturing flows throughout the buyer's journey.

These flows were triggered based on the content consumed by the user and the information provided. Additionally, landing pages for each project were built using HubSpot's CMS, ensuring high performance in terms of loading speed and optimization for search engines (SEO).

Understanding that the Casas Roble team was in a situation lacking tools and management, Dinterweb decided to implement an Inbound strategy focused on five key elements.

Results of an Effective Inbound Strategy Implemented

  • Reduction of Response Time

The Contact Center team now responds to leads more quickly thanks to automation and lead assignment based on availability.

 

  • Improved Lead Tracking

Workflows and rules have been implemented to ensure that no lead is lost, enhancing contact and data management.

 

  • Specialty Segmentation

The CRM allows for organizing leads into lists by specialty areas, optimizing the care process.

 

  • Effective Marketing

HubSpot is used for emails and landing pages that attract and retain patients.

 

  • Use of Chatbot and Calls

The Chatbot provides quick assistance, while recorded and transcribed calls enable better tracking and analysis of customer service.

Have you identified with the challenges faced by Casas Roble? At Dinterweb, we can help you find solutions tailored to your objectives!

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