To understand why real estate sales are falling in your business, separate the market context from what is happening in your sales process. Review financing, price, and property type, but also inquiries, viewings, reservations, and closings. An aggregate decline does not, by itself, explain a development’s performance or prove that advertising is the problem.
This guide proposes a diagnostic method for the Chilean market. It does not present current sales figures or a forecast: each comparison needs a defined source, period, area, and housing type.
1. Review purchasing capacity and the economic context
Changes in income, employment, and financing conditions can affect the ability to buy or when to do so. The pandemic forms part of the historical context of many developments, but it should not be used as an automatic explanation for a current decline. Compare the reasons recorded by sales with data from the period you are analyzing.
Distinguish between fewer interested people and interested people who cannot move forward. The first situation may require reviewing the offering or acquisition; the second may relate to price, financing, or timing. Avoid requesting unnecessary financial information in a marketing form.
2. Check changes in preferences without generalizing
Demand can vary by municipality, floor area, layout, transport connections, and buyer type. Some contacts asking about terraces or spaces to work does not demonstrate a general shift from urban to rural housing. Record those inquiries by development and compare them with the available offering.
Before changing the sales approach or proposing renovations, review which attributes can be communicated better and which require an actual product change. Do not advertise features the property does not have.
3. Examine interest rates and access to credit
Credit conditions can affect the cost and feasibility of a financed purchase. Consult the Central Bank of Chile’s interest rate statistics and note the date and series used. Its rates are weighted averages of actual transactions; they are not equivalent to the quote an individual will receive.
Do not confuse an average rate with a bank offer or a simulation with an approval. To investigate a decline in closings, record proportionately whether the stated reason was financing, price, or another cause, without automatically attributing it to a change in rates.
4. Distinguish uncertainty from specific objections
Economic or political uncertainty can influence decisions, but saying that it explains low sales requires evidence. Gather the reasons buyers provide and separate verifiable facts from the team’s interpretations. A postponed inquiry is not the same as a rejected opportunity.
Define when it is appropriate to resume a conversation and what new information would justify doing so. Avoid pressuring people with urgency or scarcity you cannot demonstrate.
5. Review where the sales journey stops
Evaluate the full sequence: ad or search, property listing, inquiry, actual contact, viewing, reservation, and closing. If there are website visits but few inquiries, review the page’s clarity and functionality. If there are inquiries but few viewings, review relevance and service. If viewings do not progress, investigate price, product, and terms before expanding campaigns.
Work in digital analytics can help define relevant actions and cross-check sources. Website analytics and sales records answer different questions; a form event is not a confirmed sale.
What to adjust after diagnosis
Adapt the message: respond to observed needs with verifiable information about the properties. Changing the audience or product requires additional evidence; a general trend is not enough.
Review the channels: prioritize searches, portals, social media, or campaigns according to the offering and the contacts they bring. Integrated marketing connects objectives, production, and follow-up; it does not mean purchasing every channel or promise to reverse the sales decline.
Clarify information: maintain consistency across ads, listings, and quotes. SERNAC highlights the importance of knowing the final price and delivery timeframes. Review who validates those data and how they are updated when availability changes.
Evaluate commercial terms: present only approved discounts and payment alternatives, with clear requirements and validity periods. Anything that depends on a bank must be communicated as such, without guaranteeing financing.
How to compare periods without confusing results
Use periods of equal length and consider seasonality, available inventory, property types, and price changes. Separate new sales from cancellations using a consistent definition. If you compare external statistics, check whether they refer to new or existing homes and to which territory. Sales, building permits, and completed homes are not the same indicator.
Hypothetical example: if inquiries hold steady but viewings fall, review response times and appointment availability before attributing it to a market contraction. If inventory has also changed, document that difference: it prevents a direct comparison without context.
When should the marketing budget be increased?
After checking that the message, listing, and service work and that you can measure contact quality. More traffic does not necessarily resolve a financing barrier or a poorly suited offering.
If you need to organize the evidence, contact Agencia Cero with the period analyzed, the channels used, and the stages available in your sales records. The first step is to define what can be concluded from those data.
