Innovative, useful but complex, the Bail Réel Solidaire (BRS) is an accession system that is developing as quickly as the housing crisis… To which it provides part of the solution. However, communicating about this new product requires specific expertise. Marsatwork explains why and how to do it.
? The new social accession product
“The principle of the BRS is a dissociation of the building and the land. All or part of the land is erased from the sale price, which reduces the price and makes the housing accessible, explains Romain Stern, director of 3F Accession. The buyer pays a monthly fee that corresponds to a price per square meter that he buys. For the same monthly financial effort as rent, the buyer capitalizes on a controlled price. ”
While home ownership is becoming increasingly difficult, particularly for low-income households and first-time buyers, the BRS appears to be a useful and innovative system, bringing real hope in the midst of a housing crisis. At 3F, faced with the lack of offers and the reluctance of banks to grant credits, we are working hard on social home ownership: “This is the first time that we have offered a sustainable social home ownership product, particularly thanks to the fact that resale is regulated.” A real turning point in the real estate sector towards the economy of use. “Landlords must give their targets the idea that home ownership is possible. We are targeting audiences for whom buying is not a reflex. Most of them are not positioned on property,” analyzes Gaëlle Nunez, customer relations director at Marsatwork.
? Qualifying leads
Today, communication on the BRS is often deployed on general public sites and in partnership with associations and communities (on the city’s site, newsletter, public meetings, project center, etc.) which are real drivers for the implementation of the BRS, and promote home ownership to the general public. While town halls can also have lists of applicants, digital remains the most suitable strategy with a contact form to find out the client’s eligibility for the BRS (income, first-time buyer or not) to sort and present the right profiles to the seller. Because with a price 20 to 30% below the market, the BRS attracts and generates many leads that remain to be qualified… Beware of disappointments! The BRS is subject to very specific eligibility criteria.
? Explain in simple words
Also, because it departs from the classic property model, its marketing requires education, especially since the targets targeted by the BRS are not, a priori, familiar with the issue of property. Coming mainly from the social and private rental sector, these are most often first-time buyers – and in almost all cases, given the short history of the system (2015), prospects who have never purchased under BRS.
Among the essential points to be addressed, it is necessary to explain the decoupling of land and buildings, which allows a property price below the market; explain the principle of the fee, “rent” that is paid to the OFS; explain the terms of resale or transfer.
This educational effort aims to reassure buyers and reduce their reluctance to purchase. In any case, it is a product with a social vocation whose goal is to help with ownership and to promote residential pathways without putting buyers in danger. However, buying a property, especially in an innovative form, exposes one to very strong fears.
? Defusing the obstacles to purchase
Once the audience is interested in the product, reassurance work must begin, especially when the future buyer lives in the property of another lessor. The customer becomes acquainted with another ‘brand’, whose foundation, seriousness, commitments and sincerity they must identify. The lessor-seller can then draw on its brand DNA, assert its uniqueness and not hesitate to highlight its previous operations. It is about thinking about the forms that this reassurance should take throughout the customer’s “key moments journey” (PMC): customer testimonials, feedback, satisfaction rates, etc.
One of the most important points of the PMC concerns access to credit. Banks are only just beginning to
