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Hay que vender confianza en el producto


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¡Cómpreme y le regalo, le recompro y le descuento!. Inmoley 29.08.07

El secreto no es regalar. Hay que vender confianza en el producto.

Los expertos en marketing califican de “pan para hoy y hambre para mañana” la actual política de descuentos (de 3.000 a 10.000 euros) y los regalos (ya sean coches, muebles, garajes o viajes) que ofrecen algunas inmobiliarias.
Según los colegios de registradores de la propiedad, la venta de pisos nuevos bajó el año pasado un 10% en España y un contundente 25% en Cataluña.

La estrategia de las empresas va más allá de los descuentos (de 3.000 a 10.000 euros) y de los regalos (coches, muebles, garajes, trasteros y hasta viajes), que eran los recursos promocionales habituales en el 2006. Ahora deben dar respuesta a las inquietudes que pueden frenar a los potenciales compradores, como por ejemplo regalar uno o dos años de hipoteca, garantizar la recompra de la vivienda, fijar días de “puertas abiertas” para visitar sin cita previa los pisos…

Aunque los expertos en marketing califican de “pan para hoy y hambre para mañana” la actual política de descuentos, Metrovacesa ha sido una de las inmobiliarias más activas. Fue de las primeras en promocionar los descuentos de precios (destacadamente en las ferias inmobiliarias de Barcelona y Madrid) y de ahí ha pasado a comprometerse a recomprar el inmueble durante quince años. La oferta busca apaciguar uno de los miedos de los consumidores, no poder vender el piso si hay una grave crisis inmobiliaria. Pero tiene letra pequeña: no garantiza recobrar el precio de adquisición, sino el precio de mercado que fije una firma de tasación, con un descuento del 5% para hacer frente a reformas de actualización de la vivienda, y sólo en el caso de que el comprador destine el importe de la venta a adquirir otra vivienda de esa misma empresa.

Las ayudas para afrontar el pago de la hipoteca en los primeros meses, cuando la acumulación de gastos por mudanza hacen más gravosa la cuota, es otro de los ganchos promocionales que proliferan. Primero fueron bancos y cajas quienes promocionaron periodos de carencia para sus préstamos. Ahora son las inmobiliarias quienes dan facilidades de pago a sus clientes en los primeros meses. Finques Borrell, una inmobiliaria de Lleida, regala dos años de hipoteca a quienes compren pisos de segunda mano que sean de su propiedad. Según sus responsables, esta oferta es más atractiva para sus clientes que aplicarles un descuento del 5% y le ha permitido elevar sus ventas un 50%.

Otras empresas han aplicado ofertas similares en algunas promociones, como Premier o Dico, que han llegado a financiar un año de hipoteca. A gran escala destaca Metrovacesa, que ofrece una “microhipoteca” (formalizada por BBVA) dos puntos por debajo del Euribor durante un año o un punto por debajo del Euribor durante dos años). Según la inmobiliaria, casi la mitad de las ventas realizadas en el salón inmobiliario de Madrid se acogieron a ella.

Otra facilidad que pretende impulsar las ventas es la fórmula open house (puertas abiertas), que ha puesto en marcha la agencia Red de Expertos Inmobiliarios (REI): dejar los pisos abiertos para que puedan visitarse sin cita previa de 11 a 20 horas y sin compromiso. Sus promotores pretender atraer a esas personas muy ocupadas que podrían tener recursos pero no encuentran un momento para buscar piso.

Un estudio de ING en el Reino Unido, que vive un fuerte boom inmobiliario en el área de Londres, señalaba que uno de cada cinco compradores tuvo que decidirse en 17 minutos por su piso porque el vendedor le aseguraba que tenía otros clientes interesados en adquirirlo. España ha pasado por algo semejante, pero las expectativas de descensos de precios frenan las ventas.

El director ejecutivo de la inmobiliaria Roan, Luis Eugenia Martín, recomendó recientemente “esperar seis u ocho meses” al inversor que desee comprar una vivienda ya que “la acumulación de la oferta puede hacer que el promotor o el propietario de esos inmuebles haga un esfuerzo mayor en la reducción de precios”.

José María Pont, director general de Medgroup, una inmobiliaria especializada en complejos turísticos, en declaraciones a medios económicos, señala como culpable del cambio en la actitud de los clientes la “increíble presión mediática que está soportando este tipo de turismo residencial”, con los numerosos escándalos de corrupción urbanística que han aflorado en Andalucía, Murcia, Valencia, Canarias y Baleares, y que lleva a los potenciales compradores de vivienda de costa, sobre todo a los extranjeros, a desconfiar del conjunto del sector.

Este es el secreto. Hay que vender confianza en el producto.