SMILE Framework to enhance its customer’s purchase decision-making processes implemented by Azizi Developments
Azizi Developments, one of the leading private developers in the UAE, has collaborated with Solvetude Marketing Consultancy to implement the SMILE Framework, developing its client’s purchase decision-making processes and cost efficiency. This declaration comes in light of Azizi Developments’ dedication to digitalisation, innovation and client centricity.
SMILE is a five-step framework that encompasses summarising requirements, measurement setup, integrating media planning, lead nurturing, and excelling with new channels.
Ankit Kathuria, Founder & Managing Director of Solvetude Marketing Consultancy and Digital Media Advisor at Azizi Developments, stated: “The SMILE Framework has been built on learning from organizations such as UBER & OLX, gained in the course of their hyper-growth phase, with the aim to assist businesses devise and enforce their digital and growth marketing roadmap across the client purchasing funnel. Azizi Developments, being a client-centric builder, strongly trusts in such framed methods of digital transformation for client acquisition and activation efforts, with the enforcement of the SMILE Framework having shown to drive change and success in considerable ways.”
Research has unveiled that more than 90% of investors begin the home purchasing process with an online search, and in the case of millennials, this number raised to 99% as first time home buyers.
Azizi Developments’ Chief Marketing Officer, Elias Sami Dababneh, stated “With these having been a 253% growth in real estate associated online searches over the previous four years, and the UAE having an extraordinarily high internet penetration rate of 99% with residents spending an average of more than 3 hours per day on social media, optimising the online customer journey for the advantage of customers is becoming more and more important. It is a win-win – the right buyers are targeted only, meaning customers do not receive bothersome ads that are irrelevant to them, and companies develop their purchasing funnel and save costs”.
The team has carried out a series of A/B tests and heat map analyses on Azizi Development’s website, which exhibited remarkable results. Azizi has recorded a solid 15 per cent growth in its lead qualification rate, a five-fold increase in the lead conversion rate, and drastic developments in the number of clients acquired with a 43% reduction in costs. Azizi’s conversion rate, which is now at 20 per cent, is double the time as high as the market standard of 9-10 per cent.