Improving the Promotion Program Based on Customer Journey Map

The current situation in the Russian real estate market with the transition to a new form of financing forces developers to optimize marketing activities. It requires not only competent work with attracted customers, but also clearer, targeted, personalized ways of communication with consumers. However, this is impossible without an understanding of key customer segments and the characteristics of their customer journey. This paper is devoted to the analysis of the customer journey in the primary real estate market in Perm and the development of marketing communications aimed at increasing conversion. Based on the survey, key segments of the developer’s customers were identified. Further, in-depth interviews were conducted, during which stages of the customer journey and touch points with the developer were identified. As a result of the analysis, a conclusion was made on the possibility of increasing conversion by working with potential customers and reducing the time taken to make a decision for two segments. Recommendations for improving the current company promotion program were developed.