Challenge  Real Estate has been hit eloquently during this COVID pandemia scenario. This has been a  major challenge for the real estate market in Chile.  Has a result of the prolonged quarantines, the economy has received a major hit. People  started to lose their jobs or received major pay cut form their employers. In this context,  the purchase of an apartment or house has been postponed indefinitely for logic reasons.  One of the main fears of customers is the uncertainty and stability of their incomes, they  are not quite sure if the purchase of a house is the correct decision right now.    For all the above, real estate companies has a big trouble trying to convince customers  that, today, is a good time to be a house owner. Structural macro-economic scenario  supports this idea. A variety of house market credits oriented has been accessibly since  the beginning of the 2020, and real estate companies have complimented this effort  lowering their prices and giving access to payment options.    Selection & Application  For this purpose, Storytelling is the best tool to build an epic, a significant rhetoric the give  people trust and certainty. Not only to our customers, but also to our sales team. We  needed to deliver a series of messages in a convincing way and we never were going to  accomplish that if our own team did not believe in it. Our sales executives have had the  same fears as our customers (their jobs are in the brink), so we were urged to convince  our own people that this is a good time, a times of opportunities.  Storytelling allows you to tell a story, to strategically build a compelling story about our  purpose as a team, as a company that allows people to own their houses.  We asked to our marketing and sales team (chief executives, sales ambassadors, etc) what  does it means to get home after a day of work. What was the feeling they experiment  when see their families, pets, or just their belongings under a room that they own.    Soon after we asked that question to our team and later to our customers, a series of  insights started to pop up. Most of them was related to a state of calm, of safeness, that  no matter what crazy thing may happened to the world, arrive to your house is one of the  most reassurance feeling that a person can experience.    Insight.  The concept of ‘safe’ was the main driver of our marketing and communication campaign.  People needed to feel some kind of ‘safeness’ in these obscure times. We provided that  feeling with a series of campaigns focused on ‘a safe choice’ of buying an apartment or  house. We gave a pool of alternatives to finance the purchase and we also gave a person- detailed and personalized experience through the whole process. These two components  (safeness and personalized experience) were the key of our success. When we  interviewed customers that bought us a house and asked what was the main reason  behind of their buy, the answer was “The sales executive. She convinced me that buy a  house today was a safe decision”.

Approach  Storytelling seemed to be the correct choice form the beginning, but we needed to  complement with other technics, as anthropologic interviews. We needed to stress our  hypothesis about trust and certainty. And I’m really happy that we did, because if we  hadn’t interviewed our own team, we wouldn't never accomplish our goals. The ‘safe’  concept came from their own fears, we just had to give certainty to ourselves.

