[Real Estate Brokerage Case Study] Shifting from Letters to Form Sales: Consolidating 30% of Man-hours into Strategic Design to Achieve a 15% Unique Visit Rate

FUTUREWOODS Co., Ltd. (Headquarters: Bunkyo-ku, Tokyo; Representative Director: Hayato Obama), provider of the sales support tool 'FutureSearch,' has released a case study of Company D, which handles leasing brokerage for large office buildings in the Tokyo metropolitan area.

[Click here for full details and the complete case study]

https://www.future-search.jp/guides/real-estate-agency-case-study

■ 30% of Monthly Man-hours Were Consumed by DM Shipping

Company D constantly handles approximately 20 large-scale properties and primarily conducted sales using direct mail (DM) letters targeting general affairs managers and office heads at corporations. However, shipping DMs to 100 companies per building took about two days, meaning more than 30% of monthly sales man-hours were spent on tasks such as printing, stuffing, and shipping. Additionally, response rates continued to decline, and the company faced the challenge of being unable to devote enough time to refining their target lists.

■ A Single Message in Their Own Inquiry Form Triggered the Change

The turning point was a single sales message that arrived in Company D's own inquiry form. Realizing that "this is the current form of sales," they encountered FutureSearch while gathering information. The deciding factor for adoption was that the tool automatically handles everything from collecting target company lists to sending messages via inquiry forms simply by setting conditions such as industry, region, and employee size.

Printing, stuffing, and mailing are entirely unnecessary, and messages arrive on the same day they are sent. Since inquiry forms are official contact points that staff check daily, they have a higher reading rate compared to physical DM, with no risk of being discarded without being opened. The time required for an approach to 100 companies was reduced from two days to just approximately two hours.

■ Targeting Only "Companies Moving Now" via 4-Layer Filtering

Utilizing the saved man-hours, Company D established a four-layer targeting strategy tailored to property characteristics.

① Area Strategy

The three central wards of Tokyo (Chuo, Minato, and Chiyoda) were set as the highest priority areas...