PT Leads Property Services Indonesia's Communication Strategy For Increasing Client Interest Through WhatsApp

Titik Lesiana Privati; Rosita Anggraini

doi:10.55227/ijhet.v5i3.1124

Authors

Titik Lesiana Privati Faculty of Communication Sciences, STIKOM Interstudi
Rosita Anggraini Faculty of Communication Sciences, STIKOM Interstudi

DOI:

https://doi.org/10.55227/ijhet.v5i3.1124

Keywords:

Client Interests, Communication Strategy, Marketing Communication, Whatsapp Social Media

Abstract

This study aims to analyze the communication strategy implemented by PT. Leads Property Services Indonesia in increasing client interest through WhatsApp in the context of marketing communications and the challenges faced in implementing this communication strategy. The theory used in this study is the communication strategy in influencing customers according to Arifin (2016). The method used is a qualitative approach with descriptive analysis. The approach is to understand the context and meaning in depth through an interpretative process. Data were obtained through in-depth interviews with three informants. The results of the study indicate that PT. Leads Property Services Indonesia uses communication strategies including understanding the audience through internal and external data approaches. Compiling messages with capabilities studies regarding the company profile, types of services, track records and case studies. Communication methods are canalizing, informative, and persuasive. The media for delivering messages are verbal and non-verbal. The role of communicators is based on experience to increase client trust. Utilization of the WhatsApp feature to build two-way communication with clients. Challenges encountered in implementing this communication strategy included dealing with new clients, property site visit requirements, clients seeking only initial information, WhatsApp data storage not being automated, and employees lacking expertise. However, these challenges were successfully addressed, and WhatsApp proved effective as a communication platform in increasing client engagement.

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