A short interview excerpt with Max Bolanos, director of marketing at Whissel Realty, contrasting corporate banking metrics with the challenges of tracking conversions in real estate. Bolanos emphasizes the long customer journey in real estate, the difficulty of attribution, and the need for multi-touchpoint omnichannel nurturing campaigns.
I came from a very corporate background, like you said, working at a bank, everything is buttoned up. We had access to every possible metric that you can think of. It was very easy for me to see where in a customer converted from lead to opening a checking account or opening a savings account. Transitioning now to real estate, that part has been very tricky is how do you categorize a lead all the way through to conversion? We have so many top of funnel metrics views follows but we don't have conversions all the way through until they were lead until they bought a house. It's going to take them a while to buy a house or sell a house. Like it's not a very quick thing. So the metrics of it is very important. That's something that I'm still working through, still trying to understand is how can I get attribution on a marketing campaign. And for me I would say it doesn't matter when or where, especially in real estate, because it's a long journey. As long as we have a nurturing kind of a thing like a multi touch point omnichannel campaign, it's making sure we have that vision all the way through.
Go inside Whissel Realty with director of marketing Max Bolanos right now on real estate Team Os.
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