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Thought Leadership

A place to keep up-to-date with the latest marketing trends

Strategy

In the blink of an eye, it’s time to start preparing for FY22/23.

 

The new financial year is the perfect time to reflect on the financial year that’s been, assess areas for improvement and implement innovative initiatives to drive further success and growth for the months ahead.

 

If you want to continue delivering a great customer experience and achieving your sales goals in FY22/23, here are some effective resolutions we suggest you implement:  

 

1. Refine your value proposition

What value do you offer for customers? What pains do you solve and what gains do you offer? Why would customers choose your project or product over your competitors’? And why wouldn’t they? Answering these questions and establishing a clear value proposition that’s understood by all members of your business is crucial in order to implement an effective marketing plan. For this reason, there’s no better time to solidify your value proposition than at the start of the new financial year. It will help you to clearly identify what strategies you can implement to really add value for your customer segments.

 

If your project could do with a Value Proposition or a revival to kick off FY22/23, Property Republic has put together a workshop that involves the whole project team, so you are sure to achieve alignment and buy in. Get in touch here.  

 

2. Embrace and enhance your digital presence

Digital solutions are non-negotiable, and their importance supersedes the end of Coronavirus restrictions. After relying on digital platforms heavily for the past few years, you can bet your customers will expect a great digital presence and experience from your brand from here on out. If you’re digital presence needs work, it’s time to prioritise it now. 

 

3. Put your customers first

If the customer isn’t already positioned at the forefront of all your initiatives, they seriously need to be. In a market where customer expectations are rising exponentially (and rightly so when they’re making the biggest purchase decision of their lives), it’s essential that you develop an effective customer experience strategy that covers every touchpoint. 

 

Sales people: you need to make capturing customer data a priority. Ask questions and record information that will help the marketing team make great marketing decisions. 

 

Marketers: you need to own the customer experience in the project lifecycle and utilise external experts to help you deliver market-leading strategies – above, through and below the line as well as at the front line.  

 

4. Deliver clear and consistent communication

Whether internally, or between brand and customer, lines of communication need to remain transparent. Communicating openly, honestly and as often as possible with your customer is the key to establishing relationships based on trust. This is especially crucial when it comes to delivering bad news. For some ideas on how to best communicate bad news – such as title delays – to your customers, read our blog.

 

Effective communication works both ways, so embracing and responding to feedback from your customer is just as important as delivering information to them. This financial year, ensure that you’re providing your customers with an opportunity to provide feedback on your product or service; and be open to criticism. The insights you receive from your customers hold all the answers as to how you can make changes that will enhance the sales process. You can gather this feedback through incentivised questionnaires or surveys that are sent out to your database via email. Communicating with your customers requires minimal investment but reaps wonderful rewards, so it’s definitely worth implementing.

 

Opening the lines of communication within your internal team is also essential to ensure each staff member is working towards a common objective and that your sales and marketing personnel are aligned. If team alignment is something you’d like to achieve in FY22/23, we have the perfect workshop – so get in touch!  

We all know that following through with new year’s resolutions becomes a challenge as we sink back into our usual habits. To ensure your new financial year resolutions stick and maximise growth, productivity and success for your property business, be sure to reflect, reassess and refine your goals regularly.

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Customer Experience, Strategy

Recent events may be impacting property buyers’ decisions and ability to purchase.

 

First, interest rates increased two months in a row, making it more challenging for buyers (especially first home buyers) to commit to and get approval for home loans.

 

Additionally, a national election recently took place, instating a new government, which can leave buyers wondering how and when incentives and policies will change – and if they’ll change for the better.

 

Plus, material shortages and supply chain disruptions continue to impact the building industry, pushing out delivery timeframes and increasing costs. According to ABC News, the issues are likely to continue well into 2023.

 

And that’s not to mention the rising price of petrol, produce, utilities and the general cost of living.

 

Such events have the potential to affect purchase decisions, and therefore impact your lead generation and conversion results – so if your property business has noticed a downward shift in engagement or conversions, know this is completely normal. However, there are things your sales and marketing teams can do to maintain loyalty, encourage interaction and stay top-of-mind.

 

With uncertainty swirling the market, here are six things your property business can do to mobilise your audience: 

 

1. Communicate with transparency and honesty 

Your customers don’t expect you to work miracles, but they do expect you to be honest when it comes to pricing, construction delays and other matters affecting their home or their purchase. Set up a lead-nurture and purchaser-nurture strategy to ensure your prospects and customers feel informed and confident.

 

2. Identify pain points and help solve them with content

What challenges are your customers currently facing? What jobs are they trying to complete? What problems are they trying to solve? We believe the best way to tackle these questions is to get your sales and marketing teams together to brainstorm ideas. Once you have a solid understanding of your customer’s pain points, your marketing team can begin creating content that responds to them. Here are some ideas:

 

  • Write a blog about tips for saving money around the home

  • Reach out to a financial expert to provide tips for saving up for a home deposit

  • Update your FAQs on your website

  • Send out regular emails to your database that link to these problem-solving content pieces

 

The Property Republic team can host a workshop that will get the best responses out of our marketing and sales teams. Learn more here.

 

3. Optimise your customer experience (mystery shopping)

The current prevalence of ‘consumer caution’ means your customer experience needs to be at its best – both online and offline. It’s crucial that you know how effectively your prospects are nurtured, and how well your on-site team represents the brand. A great strategy to determine these interpersonal factors is mystery shopping. The mystery shopping process can be used to evaluate the performance of a variety of services, from the online experience of customers and follow up, to the presentation of the sales office and the helpfulness of sales staff.

 

If your property business requires a mystery shopping service to identify areas for customer experience improvement, we’re here to help! We’re experienced in performing mystery shopping exercises and have done so for a range of leading property brands, including AV Jennings and MAB. Get in touch today to discover how we can help you refine your customer experience.

 

4. Make sure your project presentation is pristine

Take a road trip with the project team and review the brand, directional, entry and on-site signage, the standard of landscaping, the cleanliness of your sales centre, the state of the project in general. Most importantly, ask yourself – would you buy there?

 

5. Re-charge your sales team by reinforcing the basics of follow up (why, how and when)

Marketers – it’s time to work with your sales team to devise a phone conversation that will get you customer data that provides valuable insights.

 

6. Take a drive around your project and ensure your signage objectives are clear

It’s important to understand the hierarchy for signage positioning on your site. Within 10km of the development, place signage that features brand building messages; closer to the project’s location, provide wayfinding signs to direct potential customers; within your site you can station signs that serve to sell the benefits of living in the development and outline the specifics on what is for sale.

 

Reviewing your signage involves a few different steps:

 

  • When it comes to your highway billboard, remember that most people are driving above 80km an hour past it and can only take in one message. Review the layout of the sign and ensure the call to action (such as the web address) is dominant.

  • Drive through your project as though you’re seeing it for the first time. Is your signage clear and doing its job? Ensure the signs are both visible and at a reasonable distance from each other. If directional signage is misleading or confusing, it’s not going to provide an acceptable customer experience.

 

The Property Republic team are highly experienced in helping property businesses mobilise their audience through tailored customer experience, project marketing and lead nurture strategies. If you’d like to chat about how we can help you achieve great results, get in touch today.

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Strategy

The Property Republic team are passionate about content marketing in property, and how it can be used to educate, entertain and engage audiences. We’re also passionate about sharing our property and content marketing knowledge with clients to help them refine their strategies and enhance the customer experience.

 

We are often asked to facilitate content marketing workshops to help teams generate content ideas, identify effective and relevant content types, pinpoint the metrics that matter and develop a plan of action to ensure the content marketing strategy is implemented effectively. We believe establishing this strategy with a workshop is the best way to form a collaborative approach and achieve team buy-in.

 

We recently hosted a content marketing strategy workshop for Stockland Queensland. Here’s breakdown of the process and outcomes:

 

Context

With land, homes, terraces and townhomes situated in vibrant communities across Queensland, Stockland recognises the importance of every aspect of marketing. The Stockland Queensland marketing team sought to capitalise on the benefits of content marketing, which they plan to accomplish by conducting an in-house workshop.

Judi Carr, director of Property Republic, was engaged to organise and spearhead the workshop in Brisbane.

 

Challenges

The Stockland Queensland marketing team have a varied level of content marketing expertise. Some understand its benefits in driving sales and positive customer sentiment and are leaders within the marketing team. Others have less experience and confidence. Like most property marketers, there is always word to be done so saving time

is a key driver.

 

Primary Goal

The workshop aimed to help the Stockland Queensland marketing team establish their content marketing strategy. It was designed so each team member would leave the workshop equipped with a strong understanding of the importance of content marketing in nurturing customers and building meaningful relationships with them throughout their purchase decision and beyond.

 

At the end of the workshop, the Property Republic team would provide a Content Marketing Playbook plus a content calendar template with key dates already included and a USB packed with helpful property marketing guides.

 

Process

Property Republic started the project with a proposed workshop agenda, “Plan your entire 2021 content calendar in one day.”

 

The agenda covered the following topics:

  • The benefits of content marketing

  • Determine the different types of content

  • Create a buyer persona

  • Understand the customer lifecycle and how content can help nurture prospects to become purchasers

  • Create content pillars

  • Generate content ideas

  • Identify the channel plan

  • Learn storytelling in long and short form

  • Know how to engage the audience

  • Create sophisticated content on a budget including repurposing

  • Establish the right tone of voice for the brand

  • Work with team members to be best of breed

 

The Stockland Queensland marketing team were encouraged to register their interest to attend the workshop, along with their dietary requirements and preferred music. Registered participants received an email with an attachment detailing the workshop agenda.

 

The focus of the workshop was centred on establishing a solid content marketing strategy, including:

  • Ensuring the content strategy effectively responded to the customer lifecycle to achieve sales targets

  • Breaking down the current messaging to get the right balance between customer education and sales

  • Generating content ideas and re-purposing them

  • Knowing the different types of content and how to best distribute them

  • Learning the value of establishing metrics

 

Final Report

The workshop was successfully conducted, with Property Republic having delivered the agreed workshop outcomes. A Content Marketing Playbook was created, documenting Stockland Queensland’s content marketing strategy, along with a range of tips and insights. This document acts as a ‘source of truth’ and can be re-visited by all members of the Stockland marketing team to ensure the agreed strategy stays front of mind.

 

Post Workshop Feedback

At the end of the workshop, a survey was sent out to the participants. The feedback survey came back with the following results:

  • 100% of the participants said that the purpose of the workshop was articulated clearly

  • 100% of the participants said that the workshop exercises were articulated clearly

  • 100% of the participants rated the general atmosphere as above average

  • 100% of the participants gave the facilitator a rating of 5 out of 5

  • 100% of the participants said that they would recommend the workshop to a friend/colleague

 

Surveyed participants also stated that the workshop was successful in establishing the following ideas:

  • Clear goals for progress

  • Creating good content

  • From one great content idea you can create multiple types of content

  • Focus on using content as a sales conversion tool and a ‘cost saver’ in terms of less lead gen

  • Renewed enthusiasm for content creation

  • Utilising the content we do have to stretch it out across multiple platforms

  • How we can create our own nurture sequence

  • Stronger team connections

  • Thinking about relevant content through each stage of the buying funnel

  • Types of content and consistency

 

The Property Republic team loves using workshops as a tool to achieve alignment, identify areas for improvement and opportunity, and establish a path to accomplish long-term goals. Our expertly facilitated workshops result in a unified team approach to strategy development and project success. View our workshop offerings here.

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Customer Experience

The Property Republic team recently unpacked the Customer Experience Company’s annual Global CX Trends webinar, which brought together two CX leaders with over 25 years of experience. The panel featured the Founder and Managing Director of The Customer Experience Company, Raj Mendes and Founder of The CX Academy, Ireland, Michael Killeen.

 

Together they joined forces to discuss the emerging trends in the Customer Experience world and provide tips on how companies can turn these trends into opportunities. 

 

Trend three explores the return of Employee Experience (EX).

 

Here’s what was discussed:

 

Happy and empowered employees create delighted customers, which increases repeat purchase and advocacy, and ultimately delighting shareholders. Employees are a vital link in the connection between customers and shareholders; this is why Employee Experience is so important and COVID-19 has catapulted this essential need for every organisation to an even more significant level. 

 

There are three components to having good Employee Experience: 

  • Employee value proposition 

  • Workplace wellness 

  • Functional success 

 

Employee Value Proposition is key and needs to be grounded in the company mission and purpose. A good EVP is what makes a team member get up out of bed in the morning, excited about the work they are doing.

 

Workplace wellness plays an important role. The new workplace is hybrid, people can and will continue to work from home, so understanding and defining what workplace wellness means for your organisation must be a focus. 

 

Functional success is all about setting up your organisation so employees can easily get done the jobs they need to do, setting themselves and your organisation up for long term success.  

 

Just as good CX is grounded in building an emotional connection with your customers, good EX should do the same. In order to get to this place of emotional connection, the mindsets, tools and philosophies in this new school of CX need to be applied with just as much rigour in designing your EX. 

 

As your organisation emerges from another period of disruption and you forge your way into the new year, keeping these three CX trends at the forefront of your mind will allow you to enter 2022 with success.

Key considerations for your property business:

 

1. Do you have an Employee Value Proposition? If not, start thinking about how you can establish an experience that delights and motivates your employees.

2. Does your team spend too much time on a spreadsheet or reporting and not enough time delivering value to your customers? Maybe the problem is that your systems don’t support your reporting requirements. Time to take stock!

3. Have you forgotten how to innovate because it was too hard during COVID? Get your thinking caps on and generate ideas on how to differentiate your project.

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Customer Experience

Global CX Trends in 2022: Part 2

 

The Property Republic team recently unpacked the Customer Experience Company’s annual Global CX Trends webinar, which brought together two CX leaders with over 25 years of experience. The panel featured the Founder and Managing Director of The Customer Experience Company, Raj Mendes and Founder of The CX Academy, Ireland, Michael Killeen.

 

Together they joined forces to discuss the emerging trends in the Customer Experience world and provide tips on how companies can turn these trends into opportunities. 

 

Trend two explores the new school of CX that’s emerging.

 

Here’s what was discussed:

 

Over the last 10 years we’ve seen a focus on CX Artefacts: Personas, User Journeys, Archetypes and Personas, and of course, Customer Journey Maps. Journey Maps originate from process engineering and obsessions on topics like NPS for measurement. While both have a place, as we move into a world with greater complexity, traditional techniques and solutions will not cut it.

 

The problems organisations face now are more strategic, and in order to solve them as CX practitioners we need to be true ‘Systems Thinkers’ considering the systems in which the problems exist and their effects beyond themselves. We must expand the source of our thinking, broaden our mindsets, philosophies, disciplines, tools and techniques. We also need to leverage adjacent practices such as human centred design, visual and creative design, strategic design and tap into ways of working such as Agile and Lean Start-Up.

 

CX also needs to be anchored in the right problem solving methodology. Up until now we have seen many organisations increase their investment in CX, but have not reached their goals for a lack of ‘action planning’. While you cannot stay in the planning space forever, with this new school of CX emerging, the focus needs to be on defining the right problem, so you can take the right action and operate better and quicker.

 

The goal is to strengthen our practitioner’s toolkit, where each organisation is better equipped to navigate the world of CX, the ways that they work, the practices they employ and across every facet of their organisation. Ultimately, we need to understand how each plays a part in delivering great Customer Experience.

 

Key considerations for your property business:

 

1. Have you mapped out your customer journey for 2022 and beyond? If not, it’s time to get cracking!

2. What gaps exist within your current customer experience, and how can these be filled?

3. If the market is softening in your region, does your marketing and sales plan reflect how you will achieve market share without discounting?

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Customer Experience

The Property Republic team recently unpacked the Customer Experience Company’s annual Global CX Trends webinar, which brought together two CX leaders with over 25 years of experience. The panel featured the Founder and Managing Director of The Customer Experience Company, Raj Mendes and Founder of The CX Academy, Ireland, Michael Killeen.

 

Together they joined forces to discuss the emerging trends in the Customer Experience world and provide tips on how companies can turn these trends into opportunities. 

 

Trend one explores how organisations are facing more complexity.

 

As panelist Raj Mendes said, “It’s no accident [that] ‘complex’ begins with C and ends in X”

 

Here’s what was discussed:

 

Today, organisations are facing more complexity than ever before as the global economy undergoes the greatest technology transformation in history. 

 

There are at least 5 innovation platforms that are highly advanced and working in parallel: 

  • machine learning / artificial intelligence, 

  • genomics, 

  • robotics, 

  • energy storage, and 

  • blockchain.

 

These platforms are making this one of the most transformative periods in history, just like but bigger than the late 19th century with the emergence of internal combustion engines, electricity and radio. It’s exciting, but it is also incredibly challenging for many industries and organisations, and as we have already seen, many organisations will adopt these technologies but execute on them poorly, leading to a poor customer experience.  

 

These platforms will do one of two things, either they will have a great positive impact, pushing industries and experiences forward into the future, or they will be destructive. The stakes are high and you’ll either see a compounding effect with exponential pain or, if you get it right, you will achieve exponential gain. 

 

To stay ahead of this complexity, you need to understand gaps in the market you play in, what your customers need, and what they value before fulfilling them. Remember also that your ‘customers’ are not just those who purchase or use your offering. Define your ‘customer’ as anyone who your organisation offers value to; the customers themselves, your stakeholders, employees, suppliers. Each and every of these customers’ needs and values can be innovated for. 

 

Starting by understanding those needs and values will allow you to use these platforms in the right way to enable the development of new products, services, and experiences that deliver value back to your customers. 

 

Key considerations for your property business:

 

1. What are the gaps in the market, and how can you fill them?

2. What do your customers need, and how can you meet these needs?

3. What do your customers value, and how can you deliver on these values?

Remember – customers aren’t just people who have purchased from your brand. The term encompasses anyone who your property business offers value to.

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Strategy, Workshops

Misalignment between the sales and marketing teams is a common problem in many businesses. We’d all agree that it’s imperative that they need to work hand in hand. But believe it or not, some sales and marketing teams barely speak to one another.

 

They both have the same objective – to drive sales and revenue. Marketing’s role is to generate qualified leads, manage the customer experience, increase brand awareness and create a brand-appropriate sales environment. The sales team’s role is to turn the qualified leads into sales and provide an exceptional customer experience.

 

According to Marketing Mag, “the two need to work hand in hand in order to fire up the lead gen engine.”

 

As featured on the Marketing Mag website, here’s Azadeh Williams’ (the founder and managing partner of global B2B media and marketing agency, AZK Media) take on how sales and marketing can work together to generate real, tangible results:

 

1. Adopt a complementary mindset

When you think of marketing as ‘secondary’ to sales, that’s where you start having problems. When you instil a culture of seeing the two as complementary, everyone’s mindset shifts towards being more collaborative. After all, there is a lot of dependency, especially in B2B, that marketing has on sales and vice versa. The whole idea of alignment is understanding what those key dependencies are. Then align roles and responsibilities so everybody has a clear-eyed view of what the future looks like.

 

2. Use common language

One of the first ways to align is by creating a common language. As an example, what a ‘lead’ means for your marketing department (MQL or marketing qualified lead), may be completely different to what it means to the sales team (SQL). A marketing team could say, ‘I’ve generated 27,000 MQLs’, but zero of these have turned into revenue. That’s a terrible disconnection. A common framework or a common language and clear expectations is a starting point for any of this to create alignment.

 

3. Establish common KPIs

Another way to align is to look at performance metrics and evaluate revenue goals and budgeting together. It is critical to formulate targets in this way so you’re sharing a common goal – regardless of how you budget, your account-based marketing plan or even your inbound lead gen strategy. It’s important to find a common ground.

 

Once those things are clearly defined, you can consider creating a playbook that clearly outlines roles and responsibilities. This is a place to hold one another accountable. Every quarter, you can then review the metrics and playbook, and continue to iterate and evolve, so sales and marketing continue to complement each other and work like a ‘well-oiled machine’. 

 

4. Identify common mistakes to avoid when trying to get sales and marketing alignment right

One of the biggest mistakes is not getting C-suite buy-in and executive sponsorship. The sales leader and the marketing leader could be thinking, ‘yes, let’s do this, let’s walk arm in arm and go.’ But if you don’t have buy-in across the C suite, it’s not going to take off.

 

In times of economic uncertainty, the CFO (chief financial officer) or the CRO (chief relationship officer) are often the key people in this equation. They’re funding the sales and marketing budget. They’re also looking at the business holistically. If there’s a perception in the organisation that marketing performs one way and sales performance another way, then it’s harder to convince the CFO that you’re anything but siloed. 

 

5. Driving value in greater alignment

From an agency perspective, here are things to do before engaging with a client to help support their media, marketing strategy and campaigns. Take a deeper look at their sales and marketing alignment.

 

In essence, effective alignment is all about continued communication and collaboration. It’s about bringing all of your sales and marketing talent and resources together, in one place. Then create a playbook. This means sales and marketing can work together, driving demand, closing business, looking at the full customer lifecycle, and tackling retention, renewal, cross-sell and upsell – all as one robust ecosystem. 

 

 

At Property Republic, we recommend conducting a workshop to help your sales and marketing teams get on the same page. During this workshop, the project team and other influencers can put forward their ideas in a safe environment. Ideally, this workshop is facilitated by an external party (like us!), who has some knowledge of your industry. A workshop agenda example:

  • Determine the project mission

  • Agree the strategic objectives

  • Brainstorm the critical success factors

  • Evaluate the critical success factors to determine the actions required to achieve success

  • Determine who will be responsible

  • Identify how you will monitor and measure each success factor

 

Use group brainstorming techniques to keep the session invigorating and attention focused. You’ll leave with a clear understanding of the project’s destiny that will assist with marketing planning and budgeting.

 

By making sure your sales and marketing departments are on the same page, you’ll be able to maximise your content strategy and ensure that the full customer lifecycle remains seamless.

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Project Marketing, Strategy

The Property Republic team recently read and unpacked the 2022 Trend Hunter Report to see how property brands can stay ahead of the curve and respond to changing expectations and behaviours. Here are the report’s top 5 product innovation trends, insights and key takeaways your property business needs to be aware of:

 

Integrating Furnishing

Pet-friendly features are integrated into home furnishings.

 

Trend: Home design brands are adapting to the needs of pet owners with furnishings that are made for human use, but that have pet-friendly features that allow for animal use too. These include everything from seating solutions to entertainment units.

Insight: The pet care industry continues to grow, and people are putting more care into their pets’ lifestyles as they try to accommodate for things like spatial shortcomings. With more people in urban areas and living in smaller homes and apartments, integrated pet-friendly home features are particularly useful.

 
Takeaway: How is your brand (and its products and services) adjusting to customers’ lifestyles?

 

Adjustable Office

Brands offer home office systems that cater to changes in work culture.

 

Trend: Home office systems offered by furniture brands are becoming increasingly flexible and diverse in their uses. These systems offer important features like portability, privacy and space-saving.

Insight: Now that work-from-home culture is likely to remain the norm in the long term, people require at-home workstations that cater to their lifestyles at home. Features like privacy and modularity are important for people working from home–particularly for those with families, roommates, and/or small living spaces.

 

Takeaway: How is your brand catering to changed lifestyles and work cultures?

 

Dating Coach

Digital coaching for people who use dating apps is on the rise.

 

Trend: Dating apps can be difficult for people to navigate, and coaches in this space (both human and digital) are helping people through the process with either one-on-one coaching, or with advice columns connected to these apps.

Insight: The digital habits of the modern age have resulted in a slew of businesses turning up to adapt to consumers’ emerging needs. These new practices come with their own set of challenges and setbacks, and brands have an opportunity to offer solutions to them.

 

Takeaway: How is your brand offering solutions to emerging consumer concerns?

 

Audio Only

Audio-only apps offer new forms of social media and content interactions.

 

Trend: What was recently considered “old fashioned” is being made new again–audio-based communication and engagement with content are being revamped with audio-only options that take the pressure off virtual communication, or allow people to multitask while engaging with content that typically includes videos.

Insight: When it comes to social and content platforms, people are accustomed to soundbites, constant scrolling and communicating with text. With the increased engagement that these platforms are seeing, features that allow for audio-only communication or listening are able to stand out to those consumers who want something new.

 

Takeaway: How can your brand offer consumers alternatives to their entrenched habits?

 

Japandi Expansion

Hybridisation of Scandinavian & Japanese motifs is becoming prominent in design.

 

Trend: Furniture brands and interior designers are combining stylistic influences from Japan and Scandinavian countries to inform a style hybrid called “Japandi.” Spaces with this aesthetic direction combine natural materials and a pared-back colour palette, creating interiors that are minimal and warm.

Insight: Contemporary consumers in faced-paced urban centres are looking to balance the demands of their daily lifestyle with a comfortable home environment. In this space, many are prioritising minimalist designs and simple solutions that can optimise and elevate their living situation, without compromising on aesthetic appeal. When these needs are met, consumers feel more relaxed and can comfortably recharge for the next day.

 

Takeaway: How can your brand optimise the ‘Japandi’ aesthetic?
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Customer Experience

The Property Republic team recently read and unpacked the 2022 Trend Hunter Report to see how property brands can stay ahead of the curve and respond to changing expectations and behaviours. Here are the report’s top 3 customer experience trends, insights and key takeaways your property business needs to be aware of:

 

1. Shoppable experience

Brands create in-person or virtual experiences that consumers can shop in.

 

Trend: Shoppable experiences are the newest way that companies are curating unique branded experiences for customers. These experiences include everything from shoppable hotel rooms to cooking shows.

Insight: Consumers increasingly expect that brands match their lifestyles and social media consumption habits when trying to relate to them. These more authentic interactions breed brand loyalty among consumers.

 

Takeaway: How is your brand creating innovative shopping experiences for customers?

 

2. Shoppable Room

Brands are utilising virtual home experiences as medium for retail.

 

Trend: Companies are launching virtual home shopping experiences to market products during the COVID-19 era. These gamified platforms are engaging with playful interactivity and comfort aesthetics that entertain consumers and also allow for the visualisation of a product in one’s space.

Insight: As government-imposed COVID-19 measures are highly restrictive to brick-and-mortar retail, individuals have turned to online shopping for their daily needs—whether that is because they want to play it safe or save themselves the hassle. Aware of the potentials of technology in virtual environments, many are looking for digital experiences that are immersive and this demand arises from a consumer need for entertaining distractions during a difficult time.

 

Takeaway: Conceptualise an immersive retail experience for online environments.

 

3. One-to-One Retail

Stores serve one customer at a time to give safe, ultra-custom experience.

 

Trend: The retail industry has seen a lot of transformation in light of the pandemic. One recent development is the growth of storefronts or services dedicated to limiting the shopping experience to two people: the retail worker and the customer. This is being executed virtually as well as in person and has the benefits of both safety and full personalisation.

Insight: The idea of personalised, consultant-based services in the retail industry is not necessarily new; however, because it is more specialised and doesn’t maximise employee time, it has historically been a service reserved for luxury big-ticket purchases. This model’s safety benefits make it an attractive option to make accessible for all in the new normal. In addition to reducing face time, one-to-one experiences also grant consumers a relationship-fuelled experience.

 

Takeaway: How will you satisfy the opposing consumer need for experience and safety within the ‘new normal’?
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Strategy

The Property Republic team recently read and unpacked the 2022 Trend Hunter Report to see how property brands can stay ahead of the curve and respond to changing expectations and behaviours. Here are the report’s top 5 sustainability trends, insights and key takeaways your property business needs to be aware of:

 

1. Waste Reduction

B2B waste-reduction platforms, initiatives and collaborations are on the rise.

 

Trend: As brands look to become more environmentally friendly, they’re increasingly turning to businesses that specialise in waste-reduction. Everything from food waste to textile waste is now being addressed and repurposed by emerging B2B businesses.

Insight: As consumers become more eco-friendly, they’re putting more pressure on brands to do the same, and to help them adapt their lifestyles to reduce their personal impact. Brands that make these adjustments in authentic ways appeal to the growing demographic of eco-conscious consumers.

 

Takeaway: How can you better prioritise eco-friendly operations?

 

2. Eco Retailer

Brands offer eco-friendly in-store designs and solutions.

 

Trend: To show their commitment to environmental issues, some brands are implementing eco-friendly designs and solutions in their stores. These include everything from plastic bans to using solar-powered energy.

Insight: As consumers’ concern for climate change and its consequences grows, they’re turning their expectations onto brands rather than just themselves in making a positive change. Understanding that ecological issues are caused more by institutional factors than they are individual actions, consumers are increasingly expecting that brands make changes to lessen their impact on the environment.

 

Takeaway: How is your brand lessening its environmental impact?

 

3. Solar energy Powered Retail

Solar energy is increasingly utilised by the retail and restaurant industries.

 

Trend: Retail and dining establishments are moving brick-and-mortar spaces that are fully powered by solar energy. In doing so, companies are successful in minimising harmful energy use, while simultaneously catering to the concerns of the eco consumer.

Insight: Many consumers—especially Millennials and Gen Z—are conscious about the state of the environment, and the threat of pollution and climate change. As such, individuals are continuously emphasising the importance of sustainable decisions and are taking it upon themselves to hold brands accountable. Through this activism, consumers are experiencing peace of mind for taking care of the environment, and as a result, are drawn to brands that reflect similar values.

 

Takeaway: How can your brand better cater to the eco consumer?

 

4. Repurposed Species

Brands use invasive species to create products and help the environment.

 

Trend: Invasive species in bodies of water can severely impact biodiversity, and some brands are aiming to do something about it with products that use these species in their ingredients or materials. Everything from pet food to tiling is now incorporating invasive species to reduce their environmental impact.

Insight: As consumers become more aware of the many ways in which environmental damage is occurring around the world, they increasingly appreciate brands that promise to alleviate some of those issues. Moving forward, more consumers will prioritise sustainability in their lifestyles and purchase decisions.

 

Takeaway: How is your brand prioritising sustainability?

 

5. Printed Climate-Proof

3D-printed housing prioritises protection from the elements.

 

Trend: As climate change becomes an important factor in how new homes around the world are built, 3D-printed housing is making the process of designing natural disaster-proof housing easier. These homes offer sustainable and protective construction that avoids structural issues in the case of extreme weather.

Insight: As consumers become increasingly concerned about how current and impending weather changes will impact their lives, more are turning to longer term investments and choices that guarantee them some level of protection when it comes to the consequences of climate change. These changes can exist in everything from housing to where people choose to live.

 

Takeaway: How is your brand prioritising long-term sustainability and protection for customers?
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