INTRODUCTION
At Virginia Immobilier, I have risen through the ranks from an intern to a full-time Head of Communication and Development, a journey that has given me a panoramic view of the real estate industry. After my internship, I began working as a part-time commercial assistant during my studies. Then I transitioned into a real estate advisor role and eventually led to my current position where I professionalized the communication strategy. My comprehensive experience across various roles has equipped me with the insights to identify strengths and areas for improvement, working closely with the management team. As the sole member of the communication team, I am now preparing to expand our department with a new member. It's noteworthy that Virginia is the leading real estate agency groupe in the Val-de-Marne department, according to the MeilleursAgents ranking.
My primary mission is to catalyze growth by generating new prospects for our real estate advisors. My strategy encompasses a multi-channel communication approach, spanning everything from traditional flyers to innovative social media advertising campaings. I've crafted and led the communication strategy artistic direction, and have been at the forefront of every project undertaken. My role isn't confined to communication; it also extends to actively contributing to the group's overall development. Whether it's creating an internal training platform, overseeing the development of our new website, or innovating with the automation of real estate description writing through AI. Every project I undertake aims to strengthen our market position and optimize our internal operations.
PRINT
Print materials play a crucial role in both our internal and external communication and is a strategic vector for client information and acquisition. I am tasked with the design and creation of a variety of print documents. This includes flyers for real estate agents' prospecting efforts, such as 'for sale/sold' mailings, property selection journals, brand awareness campaigns that generates a steady stream of inquiries, reinforcing our reputation as a leader and informing potential sellers of successful transactions. Commercial documentation, like property valuation folders and service brochures, are tailored for our client-facing interactions, particularly with potential sellers. Internally, I've developed practical tools such as estimation sheets and PDF forms that streamline the valuation process, ensuring seamless integration with our CRM system. My contribution extends from conceptual design to writing content and crafting interactive forms, all aligned with Virginia Immobilier's brand identity and professional standards.
Listings journal p. 1
Listings journal p. 2
Listings journal p. 3
Listings journal p. 4
For sale flyer (front)
For sale flyer (back)
Sold flyer (front)
Sold flyer (back)
Participation flyer to win prizes
Event invitation flyer
Participation flyer to win prizes
Event invitation flyer
Sales brochure p. 1
Sales brochure p. 2
Sales brochure p. 3
Sales brochure p. 4
Sales brochure p. 5
Sales brochure p. 6
EMAILINGS
Leveraging email to foster client relationships, our strategy combines market insights and property showcases to keep our audience informed and engaged.
The monthly newsletter serves as a bridge between Virginia Immobilier and its subscribers. It's not just about sharing property listings; it's about providing value, insights, and expert advice that empowers our readers.
Our email campaigns consistently achieve high engagement, with an open rate of over 40% and a click rate exceeding 10%. Moreover, we've built a robust community of over 7,000 active subscribers.
Newsletter on declining borrowing capacity for homebuyers
Newsletter highlighting the city of Saint-Mandé
Hiring newsletter
Newsletter on rising interest rates
ACQUISITION
Our database is ever-evolving, thanks to: direct inquiries (on the Virginia website & specialised platforms such as SeLoger and MeilleursAgents), online advertising campaigns and engagements on our social media pages:
Our seller's guide, designed as a lead magnet, not only provide value but also serves as a tool to capture potential seller details through a landing page. We implemented an automated communication funnel, ensuring that every individual who downloaded our seller's guide received timely and relevant follow-ups. This approach not only streamlined our communication but also led to higher engagement rates, with our community on social media.
Seller's guide landing page
SOCIAL MEDIA
Our approach involves curating a mix of high-quality content, from property showcases in vertical video formats to professional team interviews, all while maintaining our brand's sophisticated aesthetic. I actively manage community interactions, ensuring our presence is both responsive and engaging. Through meticulous planning with an editorial calendar and rigorous impact assessment via a KPI dashboard, it not only increased our online visibility but have also contributed to the company's growth.
Our content strategy on social media is designed to entertain, educate, persuade, and convert. Through quizzes, polls, contests, and before/after posts, we entertain and engage our community. Guides, newsletters, and infographics educate our audience, while community interactions and client testimonials persuade and build trust. Finally, showcasing our properties and services aims to convert interest into concrete actions. This strategy has allowed us to grow our subscriber base, engagement, and contacts, making social media an indispensable digital showcase for Virginia.
Testimonial
Sold post
Picture
Post on our interactive sales service
First real estate agencies in Val-de-Marne post
Team picture
Decorating ideas post
Podcast thumbnail
Hiring post
Picture
Post on our services
Post on a new-built program
WEBSITE
The transformation of Virginia Immobilier's website was a project I spearheaded, recognizing the need for a platform that was both user-friendly and robust. The previous website, hastily put together, presented numerous challenges, including frequent bugs and limited editability for our team. Starting from scratch, I oversaw the collaboration with a UI/UX designer who crafted the initial mockups and a web development agency that brought these designs to life. My role was to ensure fidelity to the envisioned design and functionality throughout the development process.
The result is a streamlined website that not only aligns with our brand's aesthetic but also enhances user experience with features like online appointment scheduling for property visits and valuations. The site's functionality has been leveraged to support our online advertising efforts on platforms such as Google, Instagram, and Facebook. With the new site, we have precise activity tracking, the flexibility to make updates as needed, and a blog that I personally enrich with weekly articles to boost our SEO efforts. It has been optimized to minimize clicks and encourage users to spend time without getting lost and now features custom suggestions based on user search behavior and a simplified online property valuation tool. This website is now a cornerstone of our digital presence, reflecting the professionalism and dynamism of Virginia.
Old website
New website
STRATEGIC DEVELOPMENT
In my role, I have orchestrated a strategic alignment of initiatives that have delivered measurable outcomes through their interdependencies. This strategic coherence has been pivotal in scaling Virginia's capacity to manage an increasing number of agencies without compromising service quality. By leveraging real-time activity tracking for negotiators and agencies, we've empowered management with remote access to vital business insights.
CRM
The precision in measuring efforts has been significantly enhanced by the proper utilization of our CRM system. Negotiators now diligently log contact sources and interactions, providing a live update of client histories. This granular data allows us to trace the origin of leads, enabling us to quantify the impact of our communication strategies and the negociators' outreach. By centralizing data, we've not only enhanced inter-agency coordination but also refined our understanding of the impact of our communications. Precise tracking of contact sources allows us to adjust our strategies based on actual performance. Moreover, the adoption of the CRM by assistants has enriched our client database with very detailed information, crucial for sharp-targeted advertising and more effective marketing campaigns. However, achieving this level of CRM adoption was not without its challenges.
CRM
CENTRALIZING TRAINING RESSOURCES
Changing the ingrained habits of sales personnel, often less adept with digital tools, required a compelling value proposition. To address this, I spearheaded the consolidation of our training resources on Notion, creating an interactive hub for learning and rapid assessment of new talents. This unified platform facilitates information access for all team members, speeding up onboarding and promoting continuous professional growth.
Training ressources on Notion
ONLINE APPOINTMENTS
The integration of online appointment scheduling, directly linked to our CRM, has been a game-changer in client engagement and operational efficiency. This feature's success hinged on the proper use of our CRM's agenda by the commercial team and the seamless functionality of our website, which had to be bug-free and capable of supporting such integration. Moreover, this functionality on our website has been a cornerstone for our paid online advertising campaigns on platforms like Google, Facebook, and Instagram, as advertising on a non-functional site would have been counterproductive. This technological advancement simplifies appointment scheduling and enhances calendar management, while strengthening our ability to convert prospects into loyal clients.
Online appointment scheduling
INNOVATIVE STRATEGY FOR SUSTAINABLE GROWTH
The strategic alignment of our new website, the training platform, optimized CRM usage, and the implementation of online appointments has created a dynamic ecosystem. These initiatives streamlined our processes, centralized information, minimized the use of disparate applications, and saved considerable time for our team members, thereby facilitating Virginia's ongoing growth and operational excellence. Coupled with targeted advertising campaigns, we've established a steady flow of new contacts, propelling Virginia towards sustained, measurable growth, underpinned by innovative and productive solutions.
HIRING
Recruitment also plays a pivotal part in Virginia's strategy. I created paid hiring campaigns, leveraging platforms like Indeed and LinkedIn to captivate and engage potential candidates, and supervised our collaboration with WelcomeToTheJungle, which has notably expanded our reach to a younger audience.
Welcome To The Jungle page
LinkedIn job offer
My hands-on method extends to direct outreach on LinkedIn, where I personally identified and contacted profiles that stood out for their potential. My goal was to initiate constructive dialogue, presenting them with career opportunities in our company and the unique benefits of joining our team.
Through social media, I've shaped and shared our active job offers and used the property selection journal to act as a bridge between residents of the areas where we operate and the professional opportunities we offer.
Every action we take impacts our reputation as an employer of choice, so I've been meticulous in ensuring our company's image mirrors our unwavering commitment to excellence and our dedication to providing enriching career paths. I have also personally had the opportunity to conduct job interviews to hire new talent into our communications team.
My efforts in recruitment are a testament to my commitment to Virginia's legacy, ensuring we continue to attract and nurture the finest talents.
2D PLANS, 3D MODELS AND PHOTOREALISTIC RENDERINGS
My role extends to creating detailed 2D and 3D visualizations and renderings of real estate properties. These visual tools help potential buyers, especially when considering properties that are either unfurnished or in need of renovation. They provide a tangible sense of the space, aiding in the visualization and planning for future use.
The process begins with the acquisition of accurate property measurements. If existing plans and photos are available, I can directly create a 3D model. Otherwise, I conduct on-site visits, utilizing a laser meter and my iPhone's LiDAR technology to scan and measure the space. With these measurements, I draft a 2D plan, which I then transform into a 3D model. The final step involves furnishing and refining the model within the software to produce realistic CGI renderings.
These visualizations not only help in showcasing the property's potential but also serve as a powerful selling point, offering a glimpse into the property's transformation possibilities.
2D Plan
3D Plan
Photorealistic rendering
Photorealistic rendering
2D Plan
3D Plan
3D Rendering
Photorealistic rendering
Photorealistic rendering
VirginIA
To enhance the quality of property descriptions crafted by our negotiators, I introduced an innovative application named VirginIA. This tool harnesses the power of AI through ChatGPT to generate compelling real estate listings. VirginIA simplifies the process by providing a user-friendly form with dropdown menus where negotiators can input property features. In response, ChatGPT offers three distinct, well-crafted descriptions for the property. This solution ensures that descriptions are complete and engaging, overcoming the challenges of negotiators who may not have strong writing skills or perfect spelling.
VirginIA web app
CONCLUSION
My role at Virginia has been pivotal in driving the company's growth and operational evolution. The progress we've achieved has not only allowed us to cultivate and advance our internal talent but also to attract new expertise, all while continuing to deliver exceptional service to our clients. Looking ahead, the focus is on expanding our online footprint by implementing more sophisticated communication funnels and automations, and through the recruitment of a dedicated intern to spearhead the creation of both organic and paid social media content.
The transformation within Virginia Immobilier has been profound. Previously, contrasting working methods, processes, and organizational habits across various agencies hindered synergy within our group. Now, with standardized processes and a centralized training tool, Virginia Immobilier operates cohesively, maintaining and updating its rules and methodologies effectively. This standardization has resolved the complexities of managing diverse agency operations, turning what was once a logistical challenge into a streamlined process. As a result, the only limit to our expansion is the pace at which we can onboard new talent, a testament to the robust infrastructure we've built.
This journey with Virginia underscores my commitment to strategic development and operational excellence. The initiatives I've led and the systems I've implemented have laid a solid foundation for sustainable growth, ensuring that Virginia remains at the forefront of the real estate industry.
As I continue to drive value and innovation at Virginia Immobilier, I remain open to exciting opportunities that could benefit from my expertise. If you are looking for a dedicated and experienced professional to bring a project to fruition, I encourage you to reach out!