“We are up against some big players in this market and in the next few years we plan to grow to be as big as they are,” explained Reddy. “Of course we need to build our projects to the highest spec in the best possible locations, but we won’t hit our targets if we can’t offer the best possible customer experience, which is only possible with Salesforce.”

MAG’s sales teams can access the company’s full inventory of available properties while out in the field or from sales centres via the Mobile App, which allows property advisors to respond to qualified leads more quickly, and drastically cuts the time it takes to sell a property. 

Via a community built on Community Cloud, buyers are issued with a digital receipt as soon as a deposit is made, and they can access future instalments of purchased properties to make payments. As many of MAG’s sales are made off plan while properties are still being constructed, the platform also allows the company to keep buyers informed on progress and developments. 

And informed customers are happy customers. “Giving our customers visibility in terms of how the property is developing and their financial account is absolutely critical,” said Reddy. “Customers pay approximately 50% during the construction and the rest when the development is completed, or we agree a payment plan. Either way, they need information at their fingertips.”

Being able to share information quickly has been instrumental in the impressive acceleration in MAG’s sales cycle, and the automation of many manual processes with Salesforce is a key aspect of this success. 

“Before Salesforce the process was slow and many manual steps were involved: including the lead nurturing cycle, booking, document generation, and if a customer put down a payment on a property, we would have to wait for confirmation that the bank transfer had been successful and ask them to come back to pick up the papers and so on,” explained Reddy. 

The longer the process takes the greater the risk of impacting the customer experience. But by keeping customers informed at every step MAG can offer a much richer experience, and customer satisfaction has drastically improved as a result.

“Conversion rates are going in the right direction,” said Reddy. “What’s great is that we can monitor productivity in real time. Before we would have to collect information manually and report to management, which took a lot of time. Now every call is logged in the cloud, which helps us monitor the productivity and conversion rates of sales teams and act immediately if a member is not performing.”

Service Cloud also allows MAG to maintain its relationships with existing customers more effectively and respond to any issues with properties quickly. The company migrated historical data from the previous five years into the platform prior to its implementation, allowing it to automate much of the service and maintenance of properties. 

“We are using Service Cloud to manage all service requests in a much more timely and effective way,” said Reddy. “We can track the resolution of these issues and send personalised messages to ensure that we can minimise customer frustration.”

MAG properties is blazing a trail for the next generation of housing. The bulk of MAG’s inventory comprises residential units ranging from studio apartments to townhouses, although the company also deals in commercial properties. What sets it apart is its use of smart technology, which can be managed by residents through the cloud. 

“Customers can use biometrics, the mobile app, or voice recognition to access their apartments, and turn the lights or air conditioning on or off, for example,” said Reddy. “We are building connected homes for the future and Salesforce is helping us sell and maintain them.” 

In the future, the company plans to implement Einstein to use artificial intelligence to tap into the power of the data it holds on its customers and properties, and increase its use of Pardot for marketing operations. “Salesforce will be the foundation of our company’s growth,” added Reddy. 

“We are selling more than properties – we are giving the next generation a new kind of lifestyle,” he said. “This is how we’re blazing our trail, and having technology that works better for our customers is critical to this. Our objective is to connect with our customers and interact with them in a better way, and Salesforce makes that possible.”