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Thought Leadership

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

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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Project Marketing, Strategy

It all starts with the customer.

If your project is in the infancy of its brand development, there is an ideal opportunity to design and finesse the customer journey from the get-go.

 

Refining the customer journey will inform key decision making for the overall project and marketing strategy. This will help to reduce the cost of sale in the long-term and increase certainty in sales.

 

Property Republic has developed a model and methodology that, with input from the internal project team and external partners, will enhance the customer experience, engage prospects, purchasers and residents, and create a vibrant community – leaving a positive legacy for the developer’s brand.

 

 At Property Republic, we take a holistic view of project marketing that creates consistent results, increased control and better conversion. Our approach dives deep into the strategy, standards and structure required to achieve sell out success.

 

We use nine ‘accelerators’ to develop the road map to this success. These accelerators have been developed by our Founder Judi Carr, a property sales and marketing sage with over 25 years’ experience.

 

We are certain that our measured approach will deliver more qualified leads to the sales team at a cheaper cost per conversion and anticipate that our methodology will upskill your project team every step of the way.

 

Our Nine Accelerators for Success

1. Value proposition
Understanding your value proposition allows your project team to align future decision making and initiatives with the core purpose of your project. This is where we conduct a workshop with your project team to define the Value Proposition.

 

In this workshop, we will identify the pains and gains of three customer segments you want to focus on. From here we will align them with what’s on offer at your project to truly identify the project’s value proposition.

 

2. Project lifecycle framework
Nurturing your leads through the project lifecycle helps attract a more qualified lead, at a cheaper cost per acquisition and conversion. Once your value proposition is defined per segment, the lifecycle plan is the most important approach to continual and steady success of the project. Our work in this area includes:

 

– Developing the customer experience map per segment
– Developing the content nurturing strategy per segment
– Developing the range of presentations required such as builder, sales centre, Zoom, email, telephone, shopping centre
– Identifying areas of digital execution and automation
– Developing the sales follow-up plan


3. Lead generation
The Lead Generation Blueprint will provide your project with a range of tools for use throughout the life of the project. These include the following strategies:

– Signage hierarchy (what signs with what messages are used where)
– Builder engagement
– Customer referral
– Media buying
– Events

4. Community contribution

A strategic approach to community development aligns community needs and project resources to produce tangible, sustainable benefits.

 

From a new development point of view, community development can be defined as the soft and hard infrastructure that creates a sustainable community. The Community Development Plan will explore the following elements:

 

– Community brokerage
– Build capacity
– Linkages and networks
– Partnerships
– Physical form


5. Product and pricing
Larger residential communities sometimes present the opportunity to create precincts that allow for different product price points and aesthetics. The Precinct Strategy explores:

 

– Strategic locations
– Hard and soft landscaping treatments
– Lot mix
– Housing product design guidelines
– Price point differentials
– Sustainability initiatives
– Access points
-Relationship to nearby facilities
-Timing

 

6. Celebrated launch
Planning a project launch involves the project team working towards a common goal and is not only the responsibility of the sales agency, but also the infrastructure providers, creative agency, landscape team – the entire project team. It’s essential to document expectations in a Launch Strategy and Plan.


7. Market leading strategy
After identifying the:

 

– Value Proposition
– Project Lifecycle Framework
– Lead Generation Blueprint
– Community Development Plan
– Precinct Strategy
– Launch Strategy and Plan

 

we document the marketing and sales strategy or, as we like to call it, the Game Plan. The Game Plan will bring all the information together and become the reference point for the project team.

 

8. Consumer consciousness
Having access to data and being able to interpret and analyse it for the ‘so what’s’ is an imperative part of making great marketing decisions.

 

Our experience tells us that every week within a project team, someone asks for an additional piece of data, which results in lengthy reports being created for one person’s pleasure, which eats up time and resources.

 

Agreeing upfront what needs to be reported, how often and for what purpose can save time and money and allow decision makers to make great sales and marketing decisions.

 

9. Keeping on track
It’s important to keep on track and continue the momentum gained by a successful sales launch. And within each development business, it’s vital to build capacity so that there is continuity in strategy and messaging. The Property Republic team checks in on a monthly basis for the first six months.

 

Want to discuss how we can use our Genius Model to propel your project towards success? Get in touch!

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Project Marketing

The beginning of a new year is always a good time to re-assess and re-align your internal teams and strategies to ensure you’re on your way to achieving your sales and marketing goals. The Property Republic team are passionate about developing effective strategies and we’ve got some tips to help you ensure you’re setting your brand or project up for success in 2021 and beyond!

1. Know your numbers

Re-visit and develop a deep understanding of the profit and sales targets, and how your marketing efforts are going to help achieve them.

2. Have a documented customer experience (CX) strategy

Ensure your CX strategy delivers on the value proposition, demonstrates a clear understanding of your customer and how they move through the project lifecycle. The development of your strategy needs to involve the marketing, sales, design, development, customer relations and community teams.

3. Take a moment to review the customer journey

Put yourself in your customers’ shoes – from online enquiry, to sales office visit and follow up, what is the customer experience like? What tweaks can you make to ensure a positive brand experience? How can you stand out from your competition?

4. Get savvy on social media

The members of your sales, marketing and development teams are holding epic content-creating weapons in their hands – their smartphone! Two minutes, a steady hand, a smart phone and a willing sales representative is all you need to create a short and informative video to post across your social pages.

 

5. Developers – re-engage your builders

You can do this by inviting them to site and providing an engaging presentation informing them on all the benefits of your project – such as simple building guidelines. This will help to keep your project top-of-mind and could result in increased builder referrals.

 

6. Refresh your digital listings

Are your images up-to-date? Are your listings up-to-date? Is the available stock accurately represented? Are your USPs outlined? What call to action do you have on the page?

 

 

For more insights and information, we have an entire library of free resources for you to explore.

 

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Project Diagnostics, Project Marketing

Ultimately, your project is going to be more than bricks and mortar – it’s going to be a community and a place for people to call home. Therefore, you need to make it feel like one. You and the community team (if you have one) will know better than anyone what’s required to respond to the needs of your community.

 

So, during the planning stages of the project, get yourself a seat at the table to make sure you can influence discussions about infrastructure, community building, landscaping and events.

 

Here are some things to consider:

 

1. Community development

Effective community development strategies align project resources with community needs to deliver sustainable solutions that enhance liveability for residents. Implementing an effective community development strategy will offer an array of benefits, including increased sales conversions, increased referrals and brand loyalty, as well as a greater competitive edge.

 

Get involved in the planning stages of the project to ensure its infrastructure responds to the community’s needs for connection, movement, safety and belonging.

 

2. Sales suite infrastructure

Consider what features your sales and display office will require to effectively respond to your community’s needs. Your sales suite will be a hub of activity throughout the development of your project, so how can you make it beneficial for the community? Perhaps it will include a space for a mother’s group and other community groups to host meetings. Perhaps it will have a café attached to it, or a community veggie patch.

 

3. Landscape influence for future events

We all know community events are a great way to build relationships, encourage connections and foster a sense of belonging for residents. When the planning of your project’s communal areas, parks, overall layout and infrastructure takes place, ensure these spaces offer the resources you need to host community events such as accessibility, electricity, shelter, bins and water supply.

 

For more important considerations, insights and tips for setting up a new project, download our free Project Marketer’s Handbook.

 

 

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Project Marketing, Strategy

Project marketing involves liaising with an array of consultants, agencies and professionals; content agencies, photographers and videographers, community managers, renderers, copywriters, builders and landscapers just to name a few.

 

To make your job (and their job) easier, it’s essential that you’re a good briefer. In fact, we can’t emphasise the importance of good briefing enough!

 

Briefing is your opportunity to provide your consultants with clear expectations, allowing you to really set the tone of the assets you want created.

 

Here are some things you’ll need to consider when you brief.

 

1. Be a clear briefer. One of the best ways to clearly outline your expectation is by filling out a briefing template. In your brief, be clear about what you want and what you don’t want. You may even like to provide examples. And always set realistic timeframes and provide budget expectations.

 

2. Provide solution-based feedback. Always start your feedback with what you liked. Then voice your ideas and criticisms in a constructive way that will help the professionals to understand your expectations. And be prepared to listen to suggestions from your consultants – after all, they’re the experts!

 

3. Be thorough. Provide the consultants with all the necessary information and assets at the same time to reduce inefficient ‘back and forth’ communication.

 

For more useful project marketing insights and tips, download our free Project Marketer’s Handbook.

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Customer Experience, Project Marketing, Strategy

When launching a project, development teams take a no-expenses spared approach to branding, creating brochures and installing the biggest billboard council will permit along the freeway. Hundreds of thousands of dollars are spent on creating impactful first impressions. And while this is very important – you never get a second chance to make a first impression – what happens after you establish that initial contact and try to build a relationship?

 

All too often we see project teams leaving little budget consideration for lead nurture and content marketing activities. While branding initiatives are important, so too are the actions involved in nurturing your leads from initial enquiry to final sale and beyond.

 

Here’s a list of the items your budget will need to cover:

 

[ ] Brand identity development
[ ] Content and copywriting
[ ] Project website
[ ] Collateral
[ ] Lead generation
[ ] Lead nurture
[ ] Landing page/pages
[ ] Maps
[ ] Print media
[ ] Digital media
[ ] Project movie
[ ] SEM
[ ] Photography
[ ] Renders
[ ] Floorplans
[ ] Signage
[ ] Asset development eg photography, drone, videos
[ ] Display suite
[ ] Model and/or touch screen
[ ] Social media (posts and campaigns)
[ ] Press
[ ] Builder engagement
[ ] Launch event/ongoing events

 

For more insights on how to set up your new project for success, download our free Project Marketer’s Handbook.

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Project Marketing, Strategy

Brand development is the ‘fun’ and creative part of setting up any new project.

 

During this stage, it’s important that your creative agency is well briefed on the intricacies of your project and that the brand reflects and responds to your Value Proposition.

 

You’ll need a project name, brandmark, logos, design guidelines and a vast array of creative assets. Maintaining clear and effective communication with your creative agency is key here, to not only ensure you receive a high-quality final product, but a creation process that involves minimal ‘back and forth’.

 

Key Considerations

 

1. Will the brand resonate with your target audience? How your brand looks, sounds and interacts is crucially important. Take the time to ensure you get this right from the outset – it often takes several rounds of refinement to get it to the right place. This is a very important first step!

 

2. Will your brand stand out from the crowd? Flick through the property pages and you will see a vast array of developments being promoted. How can your brand avoid being the same-same? Think clever brandmark, a bold colour, unique application or strong brand statement.

 

3. How will the brand translate across multiple mediums? A beautiful gold foil logo looks fabulous on a brochure but how will a gold logo translate in a digital environment? Your agency will be able to make recommendations, however these are considerations you will need to make to ensure your brand is always best in show!

 

4. Big ideas are great but often come at a cost! Your creative agency will be working to ensure your brand resonates, stands out and gains traction. Just be clear about your budget from the outset. Big, shiny ideas are great however they often break the bank! Work with your agency to come up with cost effective solutions that still achieve a great outcome for your brand.

 

5. Brand Guidelines are a must! Once your brand is established, ensure your agency establishes brand guidelines so all contractors understand how to replicate your brand correctly. Consistency is key!

 

For more important information on how you can set your project up for success, download our free Project Marketer’s Handbook.

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Project Marketing, Strategy, Workshops

When it comes to initial stages of setting up a new development, you have a blank canvas and a very important role to play in shaping the future of your project. Hosting a vision workshop will not only provide an opportunity to set up the project collaboratively, it will also help to inform your value proposition.

 

Here’s a vision workshop format you can follow to help set up your project for success:


1. About the site: 

  • Number of lots

  • Design aesthetics

  • Access to existing transport, education and retail

  • Proposed transport, education, retail, parks and recreation opportunities

  • Road layout

  • Landscaping opportunities e.g. wetlands 

 

2. Competitive context:

  • Who are your key competitors?

  • What are they doing well?

  • What can you do better?

 

3. Personas:

  • Who is your audience?

  • What are their likes and interests?

  • Where do they currently live?

  • What needs do you need to satisfy?

 

4. Focus Group Findings:

  • What learnings can you incorporate into the project?

 

5. Sustainability:

  • What sustainability features resonated with your focus groups?

  • What could your project implement to make it stand out from its competitors?

  • Are you aiming to achieve any accreditations eg Six Star, Green Star?

 

6. Innovation:

Brainstorm ideas during the session such as:

  • What innovative building techniques or materials could be used?

  • How could you incorporate new technology?

  • What learnings have we taken from the Covid-19 experience that can be incorporated into this project?

 

7. Community and Amenity:

  • What do we imagine for this community?

  • Will there be young families and therefore a need for childcare and parenting groups, communal garden or exercise groups?

 

At the end of the session, you’ll have a wealth of information to collate and the outcomes will help inform the next stage of the process, building your Value Proposition.

 

To discover everything you need to know about setting up your project successfully, download our free Project Marketer’s Handbook.

 

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Project Marketing, Strategy

When planning a project, you’ve got one opportunity to get it right from the very start. To help build the foundations of a successful project, it’s important to engage the local community and key stakeholders from project conception and this can be achieved in many ways.

 

By hosting community consultations, you’ll not only be able to share your aspirations for the project, you’ll also open up a two-way dialogue with people who have a vested interest. It’s an opportunity for you to gain insights, learn from those at the forefront and incorporate the needs of the local community into your project. By opening the dialogue, you will likely improve community perceptions and they may even become paying customers one day!

 

Another important exercise is to conduct smaller focus group sessions with members of the local community. By interviewing a range of audiences (First Home Buyers, Families, Downsizers), you’ll gain valuable insights to help shape several aspects of your project such as design, amenity, community requirements and aesthetic.

 

We also recommend establishing a community portal to display information about the development as it comes to hand. Make sure this is closely monitored so you can respond in a timely manner.

 

To discover more must-know information when setting up a new project, download our free Project Marketer’s Handbook.

 

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Project Marketing
It’s no secret that signage is expensive. You could save lots of marketing dollars by assessing your current signage commitments. Here are three things you can do, to ensure you’re not wasting money on ineffective signage:1. Rationalise external high cost signage.a. Review the cost of current billboards in high-traffic areas. While they may attract eye-balls, it’s difficult to attract ROI. Is this the most cost-effective way to get more leads?b. If you choose to keep your highway billboard, remember that most people are driving above 80km an hour past it
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