We explored the use and positive significance of the internet and e-marketing in the real estate market in this interview. Mr Franklin Nkadi gave us a lot of insight on how to use online strategies to create leads and in turn make sales. He emphasized on the use of working internet methods and also creating an authority online through blogs and creating social media content. This puts you at a position whereby people are comfortable to request your products and services.
Please read the interview below:
NREH: Good morning sir, would you please introduce yourself
Mr. Nkadi: I am a professional sales man. I read Banking and Finance and I have MBA in Marketing. I bagged Real Estate Business Course Certificate (REBC), from the School of Estate, Nigeria. I am Affiliate Member, of the Chartered Institute of Marketing (CIM), UK, Full Member, Institute of Certified Sales Professionals (ICSP), Nigeria.
I have played meaningful roles in Marketing and Sales Pan Nigeria. I have so much passion for Sales, Marketing, Business development and Customer Services. This has been my majors for about 15 years now, and I have revolved around must sectors and industries, which includes; Telecommunications, BFSI, ICT, Real Estate, Oil and Gas etc.
NREH: What is your designation?
Mr. Nkadi: I am the Manager, Sales and Marketing, Realty Point Limited. My present roles are; Real Estate Consulting, Training, Mentoring and Managing Sales, Marketing and Customer Services Staffs of a renowned Pan Africa real estate company with HQ in Lagos, Nigeria.
NREH: How many years of Marketing Experience do you have?
Mr. Nkadi : My core Marketing experience started in the 2010, when I supervised and managed the Volume Sales Officers (VSO) of MTN Nigeria. I was actively involved in the initial marketing intelligence work, where we studied the market before the role out. So cumulatively, I have about 7 years’ experience in Marketing.
NREH: What Marketing Strategies do you employ?
Mr. Nkadi: Firstly, we identify our Strengths and Weaknesses. Identifying opportunities that we are well-placed to exploit and understanding the weaknesses in our business. This takes us to managing and eliminate this identified threats that would otherwise catch us unawares.
Furthermore, we look at our self and our competitors using the SWOT framework. This has helped us to craft a strategy that distinguishes us from our competitors and intelligence has shown that we are now competing successfully in the market.
The bedrock of our marketing activities lies in Online and Offline Marketing Activities.
Online marketing is a set of powerful tools and methodologies we use for promoting our Real Estate Solutions and Services through the internet.
Online marketing includes a wider range of marketing elements than Offline marketing due to the extra channels and marketing mechanisms available on the internet.
The Benefits of Online marketing include;
- Growth in potential
- Reduced expenses
- Elegant communications
- Better control
- Improved customer service
- Competitive advantage
Offline marketing strategies: Here we utilize offline media channels to create awareness of our Real Estate Solutions and Services. We use Radio, Print Advertising, such as Newspapers, Billboards, and Printed Promotional Materials, such as Brochures or Catalogues, as a means of promotion. Our target audience for this type of marketing is retiring people, because most of them do not use Internet and social media. We also reach out to our Prospects, Customers and Clients through Telemarketing, Strategic Locations Storming, Sponsoring and Organising Seminars etc.
NREH: Given the economic situation of the country, how do you create leads and make sales?
Mr. Nkadi: Yes! The present economic meltdown has affected sales but it does not warranty us closing down the shop. We strategize to survive! Online Marketing activities has been our major focus for leads and sales and online presence has showcased us to Nigerians in the diaspora who’s patronage has gradually increased.
NREH: Where do you see Real Estate in Nigeria , 5 years from now? Fittest
Mr Nkadi: Real Estate business in Nigeria is becoming really popular by the day and gradually youths are beginning to see it as a means of livelihood. There was a time Real Estate business was for selected few but what we are seeing these day and in 5 years to come, will be just like the entertainment industry. It is now a business for all but only the fittest thrives.
NREH: Do you do you think e-marketing has a positively significant effect in Nigeria Real Estate?
Mr. Nkadi: Yes it does! A 2016 survey conducted by Jumia indicates that 53% (97.2 million) users in Nigeria access the web from their mobile devices for information on the web. E-marketing has come to stay and it has positive significance in Nigeria Real Estate industry.
NREH: What Steps do you think the Real Estate market can take to drive sales online?
Mr. Nkadi: Firstly is to create a responsive website and the website should be optimized for all platforms (iOS, Android, Windows) and devices (desktop, smartphone, tablet). Real Estate marketing ability to reach and attract more buyers and investors increasingly hinges on the user experience of the website displayed on his device.
Secondly, Maintaining an Active Real Estate blog is a great marketing tool that can have massive impact for search engines, social media visibility, and a great place to begin dialogue with potential client base.
Also, Creating Videos is powerful medium that we can use to attract prospects and gain popularity. It allows Real Estate Market to better showcase Real Estate Solutions and services for sales
Finally, there is need for Improved Search Engine Optimization (SEO). An effective SEO strategy can help generate massive “free” traffic from Google and other search engines.
NREH: Thank you very much for your time sir.
Mr Nkadi: It’s a pleasure