In our Marketing Leaders podcast we bring you the eighth episode: ” How to successfully position a marketplace like Habitissimo? “.Today, Pau Valdés interviews Jordi Ber , co-founder and former CEO of Habitissimo , a Spanish services marketplace that was bought for almost 30 million euros by the British corporation HomeServe . Currently, the CEO of Habitissimo is Sarah Harmon, former director of LinkedIn Iberia and who has held positions of responsibility at telephone listings australia .The key to the success of this marketplace lies in the strategies it has implemented to position itself in the market and attract large numbers of customers. With cunning, this company has grown surprisingly. It is worthwhile for emerging marketplaces to analyze their strategies and learn from them.Listen on Spotify ❘ Listen on iVoox ❘ Listen on Apple Podcasts
In this podcast, Jordi and Pau tell you about:What are the main challenges of a service marketplace?
A service marketplace needs to attract two types of customers. On the one hand, there are the professionals who must register to offer their services. This is how the offer is generated. On the other hand, there are the users who enter to contract these services. That is the demand. The challenges are that to attract both types of customers, very different strategies, channels and investments are needed.
What strategy did Habitissimo use to attract professionals and generate offers?
Habitissimo executed an email parsing strategy . This consisted of using spider bots to crawl multiple web directories where there were registered professionals. The spiders extracted the emails of these professionals and then the email marketing was automated to contact them. However, today, the GDPR does not authorize this type of contact.What strategy does Habitissimo use to attract visitors and generate demand?
Habitissimo executes an Betting Email List strategy . This consists of establishing alliances with websites related to the same segment, to place banners and CTAs there that invite and direct the visitor to the marketplace. Such a strategy has brought great growth to the company.What obstacles has Habitissimo encountered in television advertising?
In principle, television offers a strong barrier to entry in terms of cost. To position a brand, you need to invest between 2 to 3 million euros a year. On the other hand, the appearance of new actors such as Netflix and the increasing segmentation of the networks have managed to change the habits of the audiences.Listen to the detailed explanation of these topics right now or download the episode and listen to it whenever you feel like it.You can also check all the episodes of Marketing Leaders here.If you have any questions or you have any questions for Jrdi or Pau, we encourage you to leave them in the comments section so they can solve them for you.If you want us to notify you of each new chapter of the Marketing Leaders podcast, subscribe in the following form.