Azizi Developments Implements SMILE Framework To Enhance Its Customer’s Purchase Decision-Making Processes

Azizi Developments, one of the leading private developers in the UAE, has partnered with Solvetude Marketing Consultancy to implement the SMILE Framework, enhancing its customer’s purchase decision-making processes and cost efficiency. This announcement comes in light of Azizi Developments’ commitment to digitalisation, innovation and customer centricity.

SMILE is a five-step framework that entails summarising requirements, measurement setup, integrating media planning, lead nurturing, and excelling with new channels.

Ankit Kathuria, Founder & Managing Director of Solvetude Marketing Consultancy and Digital Media Advisor at Azizi Developments, said: “The SMILE Framework has been built on learnings from companies like UBER & OLX, gained during their hyper-growth phase, with the objective to help businesses devise and implement their digital and growth marketing roadmap throughout the customer purchasing funnel. Azizi Developments, being a customer-centric developer, strongly believes in such structured approaches of digital transformation for customer acquisition and activation efforts, with the implementation of the SMILE Framework having proven to drive change and success in substantial ways.”

Research has revealed that more than 90 per cent of investors start the home purchasing process with an online search, and in the case of millennials, this number increases to 99 per cent as first time home buyers.

Azizi Developments’ Chief Marketing Officer, Elias Sami Dababneh, added “With there having been a 253 per cent growth in real estate related online searches over the past four years, and the UAE having an exceptionally high internet penetration rate of 99 per cent with residents spending an average of more than 3 hours per day on social media, optimising the online customer journey for the benefit of buyers is becoming increasingly important. It is a win-win – the right buyers are targeted only, meaning customers do not receive bothersome ads that are irrelevant to them, and firms enhance their purchasing funnel and save costs”.

The team has conducted a series of A/B tests and heatmap analyses on Azizi Development’s website, which showcased remarkable results. Azizi has recorded a solid 15 per cent growth in its lead qualification rate, a five-fold increase in the lead conversion rate, and drastic improvements in the number of customers acquired with a 43% reduction in costs. Azizi’s conversion rate, which is now at 20 per cent, is twice as high as the market standard of 9-10 per cent.