How To Destroy A Branded Residence Enquiry In Less Than 36 Hours, Case Study

Written by Kevin Wash / VOS Consultants

A genuine case study in how to destroy a Branded Residence enquiry in less than 36 hours.

As part of our Branded Residence Buyer's Journey Assessment™, we regularly test the customer experience from a brand aficionado's perspective.

This time, the brand was Four Seasons.

This is the actual timeline of events.

17 June Information requested through the brand website for a specific branded residence project.

18 June Nothing received by e-mail, Then a sales agent called on behalf of the Master Broker.

Credit where it's due: they actually picked up the phone.

The call lasted approximately 12 minutes.

The agent spoke for 11 minutes 30 seconds.

One question was asked.

I requested project information and construction updates.

The agent promised to send them.

40 minutes later The Master Broker's office called to confirm someone had been in touch.

60 minutes later The agent sent 36 WhatsApp messages.

Including 

Prices.

 Floor plans.

 Payment schedules.

 Service charges.

 Renders.

 2 Random Beach Videos.

No construction updates.

2 hours later 

An email arrived promoting alternative real estate opportunities on the same peninsula at approximately 50% below the price of the Four Seasons branded residence.

12 hours later

 Another email. Rental properties on the same peninsula.

24 hours later 

Another email. Alternative real estate opportunities in five completely different countries.

36 hours later 

Still no project information. Still no construction updates. Still no meaningful follow-up regarding the Four Seasons Branded Residence I originally enquired about, just multiple alternative Real Estate offerings.

Using our Branded Residence Sales Experience Index™ (out of 100), this experience scored 10.

What fascinates me is how quickly the focus shifted.

Within hours, the objective was no longer to sell the branded residence that generated the lead.

THE OBJECTIVE BECAME SELLING LITERALLY ANYTHING ELSE

Developers and brands invest millions building desire, trust and brand equity.

Yet too often, their leads are handed to intermediaries who see them as prospects for every listing in their inventory.

This wasn't a one-off.

It happens every day.

The real question is this:

If a buyer specifically asks about a Four Seasons Branded Residence, why is the industry still rewarding sales processes that treat that enquiry as an opportunity to sell anything except the product they asked for?

What's your take on this?

Written by Kevin Wash / VOS Consultants