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The best partner of the housing investor: Sijoitusasunnot.com
Kimmo Salmela · September 13, 2023 · 7 mins
Sijoitusasunnot.com Group Oy wants to be the most important and best partner for property investors in all matters to do with apartment investment. Founded about 10 years ago in Jyväskylä, Finland, the company’s operating model is based on buying and selling entire apartment buildings, after a renovation, when necessary.
The company’s trump cards are transparency, top customer experience and exceptionally high-quality marketing materials. The company aims to remain on its trajectory of rapid growth while strengthening its position as the trusted partner of housing investors.
“Our success depends on how well we succeed in finding and selling properties that are profitable for both us and our customers. Over the years, we have gathered quite a loyal customer base, which is a sign that we have certainly done something right”, says Aarne Urvas, Customer Relationship Manager at Sijoitusasunnot.com.
Urvas assumes that Sijoitusasunnot.com’s success has been built largely on transparency and openness.
“We sometimes use the expression ‘moral or Mercedes?’. We always go for moral instead of hunting for quick profit, because the circles are small in Finland. Word spreads quickly. We couldn’t even afford to be anything but honest, which of course leads to one big challenge: how favorably can we speak about the possibilities offered by the investment targets without creating unrealistic expectations?”
Figure 1. “We sometimes use the expression ‘moral or Mercedes?'”
Content marketing as the spearhead
Sijoitusasunnot.com not only wants to speak about being the housing investors’ best partner but also be such in practice.
”We put a lot of money into marketing. We have a lot of material on housing investment, and it is really easy to access. We want to be of equal help to the first-time housing investors and those who have been around.”
”We put a lot of money into marketing. We have a lot of material on housing investment, and it is really easy to access.”
On its website, you can find ready-made contract and application templates to ease the paperwork, as well as calculators for making profit forecasts, among other things.
In addition, the company regularly publishes content on its blog, discussing housing investment in an easy-to-understand way, with feet firmly planted on the ground.
“For us, buying and selling apartments is everyday but for a customer it is usually a much, much bigger deal. Most of our clients are either first-timers or at the beginning of their investment journey. That is why we want to share as much information as possible on housing investment and properties for sale. We hope it will also lower the threshold to get involved in housing investment.”
Speed is of essence
Sijoitusasunnot.com’s biggest development targets in recent years have been speeding up and smoothening transactions, as well as adding more transparency to sales management.
The company currently has around 7-10 properties for sale every year, each with an average of 20-40 apartments. It wants to keep their sales times as short as possible.
“One big challenge for us is to ensure that the sale of apartments goes as quickly as possible. It requires that all information on the item is correct. Many apartment investors buy an investment property without seeing it, so they must have all the necessary information at the time of decision-making. Otherwise, the deals will probably not be made.”
“One big challenge for us is to ensure that the sale of apartments goes through as quickly as possible.”
Urvas says that they often have to compete against time. When a customer is interested in an item for sale, the time window for closing the deal is often quite short.
As a sales director, Urvas wants to know, which customers and which items the sales team should spend their time on.
“Selling investment properties is sometimes like playing Tetris. Some apartments get sold without any effort. Some of the apartments require a more active sales approach, as customers are still weighing up different options. We should be able to process the reservation queue as quickly as possible because waiting eats up our valuable sales time and at the same time dilutes the customer’s enthusiasm for buying.”
Figure 2. Sijoituasunnot.com has currently around 7-10 properties for sale every year, each with an average of 20-40 apartments.
New tools for the new rules
Urvas says that meeting the high expectations of customers requires that the “whole package” is in place on the company’s side. With the whole package, he refers to making buying easy and selling efficient.
“Salesforce has been an incredible help to us here. We have been able to use it to automate many different steps of the buying and selling path. Upon making a reservation, a customer immediately receives all the necessary information on the property from us. With that, the customer can even make a purchase decision right away. It also makes my job easier, because I know exactly, which stage the customers are at in their purchase path.”
Upon the migration to Salesforce’s Sales Cloud, Sijoitusasunnot.com’s implementation partner Biit recommended utilizing Documill’s Dynamo solution for the generation of sales contracts, complete with electronic signing.
“We have many different contract templates. Documill populates the correct data from Salesforce on them automatically, ensuring that the information is consistently accurate. Now our salespeople can create contracts with a click and send them to customers for electronic signing as easily. Meanwhile, all data is guaranteed to get properly stored.”
“Now our salespeople can create contracts with a click and send them to customers for electronic signing as easily. Meanwhile, all data is guaranteed to get properly stored.”
Thanks to the tight integration between different systems, the document workflows extend to areas such as invoicing and accounting. Once all customer representatives have signed a contract, the information flows automatically from Salesforce to the billing system. And when an invoice is marked as paid, the sold apartment shares are removed from the inventory, for example. Documill’s automation is a key factor in streamlining these processes.
All this accelerates the sales cycle and even better, saves a lot of the salespeople’s time.
Buying made easy
Nowadays, the flexibility of trading is one of Sijoitusasunnot.com’s most important competitive advantages. Customers can, if they wish, handle all transactions electronically, from learning the details of the property to confirming its purchase.
This was made possible by changing the company’s previous CRM system to Salesforce.
“We had another system in use when I started in my current job. As it didn’t meet our needs, we had to use a lot of Excel spreadsheets. At worst, some of the information was found in the old system and some in separate documents. It was very difficult to predict the results of sales projects. In addition, the flow of information between different parties was sometimes quite a chaotic hassle.”
Now the sales documents reside in Salesforce and even interact with it seamlessly, thanks to Documill. Goodbye, chaos and hassle.
And best of it all, customers are even happier than before, as they get delivered yet faster and with high reliability.
“I think our needs for automated document creation were pretty basic, and Documill was able to deliver exactly what we need with an excellent price-to-value ratio. And we are happy to know that when our systems and business scale, Documill scales with us. It is a reliable, trustworthy and highly integrable solution and certainly streamlines our sales process in multiple ways.”
“Documill was able to deliver exactly what we need with an excellent price-to-value ratio. And we are happy to know that when our systems and business scale, Documill scales with us.”
Figure 3. Sijoitusasunnot.com has managed to make buying easy.
“The transition to Salesforce has been quite painless.”
“The transition to Salesforce has been quite painless. Now, for example, I can show our CEO with just a couple of clicks, what is the status of our sales. Previously, it would not have been possible.”
According to Urvas, the fiercest competition in the industry takes place behind the scenes on properties suitable for sale. Finding them has largely happened through the grapevine but Urvas that Salesforce could even help develop that side.
Perhaps this will be the next development target for Sijoitusasunnot.com: to find more to sell.
Kimmo Salmela is a communications manager at Documill. Earlier on, he worked in several industry and solution marketing and communication positions at Nokia. Now Kimmo focuses on online collaboration technologies and their future prospects for businesses.
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