How to Develop Your Customer Journey

As a Property Manager, it is important to understand your customers’ pain points. A solution to this challenge is mapping out a customer journey, so that you can consider each touchpoint at every stage of the journey. 

What is a customer journey?

The customer journey refers to the customer touchpoints where you will meet your customers as they go through the stages of the buyer's journey.

Not only will understanding and managing these different touchpoints make your clients feel more at ease, but are likelier to gain their long-term trust and loyalty. After all, you don’t just want to grow the number of properties your agency manages, but you want to ensure each and every one will remain loyal to your business.

Awareness Stage

In the awareness stage, customers have realised that they have a problem and a pain point to solve for. At this point, a customer may not yet know that they need a product or service, but they will begin doing research either way.

During this stage of the customer journey, your brand has the opportunity to deliver educational content to help clients diagnose a problem and offer potential solutions. The aim is to help customers navigate their new pain point, but not encourage a purchase just yet.

This is where content marketing is key. You can offer education content via free ebooks, courses, consultations, worksheets, or through social media and blogs.

Consideration Stage

In the consideration stage, customers have done enough research to realise that they need a product or service. At this point, they begin to compare brands and their offerings. So how can your agency stand out?

You can begin with strong branding, particularly through marketing content to help clients compare different offerings and, eventually, choose their service. You can offer them guides, charts or case studies through different channels, like your website, blog, social media and conferences.

Decision Stage

In the decision stage, customers have chosen a solution and are ready to buy. This is where your agency must be prepared to deliver a seamless purchase process to make signing up for your property management business as easy and as simple as possible.

During this stage, you can offer clients a risk free option such as a service guarantee, value additions  or promotions (for example offering a gift card or a discount). 

Retention Stage

In the retention stage, customers have purchased a solution and stay with the business they purchased from, as opposed to leaving for another provider. Here, your agency should provide an excellent onboarding experience and ongoing customer service.

Make your customer service team easily accessible and personalised. Create a knowledge base in case clients ever run into a roadblock.

Loyalty Stage

In the loyalty stage, customers not only choose to stay with a company, they actively promote it to their family, friends, and colleagues.

During this stage, your agency is able to delight clients with a fantastic end-to-end customer experience, from your website to social media to customer service. Strategies you can take up include: an easy-to-navigate website, a loyalty or referral program making it easy to share your brand with others, and providing perks to continued clients. Encourage your clients to leave reviews on Google or social media to increase engagement on your pages.

Are you ready to create a growing and profitable property agency or want to develop a highly effective marketing strategy? To book your FREE 30-minute discovery, email hello@laurenrobinson.com.au