Can a house be sold entirely online, without direct human intervention, in the same way clothes or books are sold? This question is at the heart of the organizer’s review for Aedas Homes, which is launching a pioneering marketing project that will be promoted 100% online. The plan features 28 houses located in the Barrio de la Cornisa del San Agustín, Alicante, under the project name Aborda.
To achieve this, a smart selling platform is being deployed. According to Pablo Rodríguez-Losada, commercial and marketing director of Aedas Homes, the platform offers an immersive buying experience. The channel provides personalized information, a virtual tour, 3D renderings, terrace perspectives of the homes, an interactive map, videos, and a virtual model of the development.
Additionally, a virtual assistant maintains an ongoing relationship with prospective buyers, answering questions around the clock and updating them on the promoter’s progress, the purchasing process, and how well the setup aligns with their needs. This is all facilitated through marketing automation.
Through this experience, the client completes a virtual tour and gains access to documentary and visual information by simply stepping into Aborda’s residential world, including its location, the urbanization, and the homes being offered — as described by the firm.
We are aware that this presents a significant test. A key to success is translating the trust built in traditional sales into digital channels. At the same time, there is a considerable opportunity to learn, understand, and analyze what interests buyers most, retain them, and persuade them to embrace this marketing approach. If a buyer decides not to proceed, the reasons can be studied and understood for continuous improvement. (Aedas Homes, 2024)
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The ultimate goal, as explained by the manager, is for users to self-reserve a home. Reservations are accessed through Stripe, a platform enabling online payments, while signing documents is completed securely and reliably via electronic signature systems such as DocuSign. The manager states that this level of digital capability will mark a before-and-after moment in the housing market.
Aborda represents a development in the Barrio de la Cornisa de San Agustín, located ten minutes from the city center. It comprises 28 design houses featuring 2 and 3 bedrooms, with penthouse configurations offering private solariums. The properties boast views of Santa Bárbara Castle and the sea, reinforcing their appeal to buyers seeking modern living with coastal access.