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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, Workshops

The Property Republic team are often approached to conduct strategic reviews for property developments. Most recently, we were engaged to conduct a strategic review of AV Jennings’ development Lyndarum North to provide a framework for sales success through evaluating the market position, impact of COVID-19 and competition.

 

Utilising workshops, online surveys, desktop research, mystery shopping and builder reviews, we were able to gather highly valuable insights for our client.

 

Here’s a breakdown of the process and outcomes: 

 

Context

 

AV Jennings approached Judi Carr, Director of Property Republic, to conduct a strategic review and provide recommendations for future opportunities while taking into consideration the current and future market conditions with the impact of COVID-19 as the backdrop.

 

AV Jennings is a trusted, community-driven developer with 85 years of demonstrated experience. Located in Melbourne’s highly competitive northern corridor, this masterplanned community has been designed to provide affordable and high-quality housing to meet the needs of a wide range of buyers.

 

As Wollert faces competing developments in the broader development corridor with differing price points and amenities, it’s important for the Lyndarum North team to understand where they currently sit within the market, where they can improve and identify gaps in the market.

 

Challenges

 

Lyndarum North has the potential to establish itself as the most sought-after residential community in Melbourne’s highly competitive northern corridor. Many aspects of creating a great community have been considered, with varying levels of success and expertise.

 

The AV Jennings brand in the north had some equity at the former Lyndarum project but it has been overshadowed by the competitive nature of the corridor and other prominent developers.

 

Primary Goal

 

The primary goal of the strategic review was to provide Lyndarum North with a framework to achieve sales success through evaluating the market position, impact of COVID-19 and competition.

 

Other Goals

 

  • Obtain market knowledge that will help solidify Lyndarum North’s brand reputation and awareness.

  • Achieve price growth aligned with preferred price points

  • Gain valuable insights to capitalise on opportunities, allowing Lyndarum North to realise its potential as one of most sought-after residential communities in the Wollert corridor.

 

Process

 

Market Position

 

1. Workshops

 

Property Republic conducted two workshops with prospective and current purchasers, aiming to establish some key points, including:

 

  • Perception of Lyndarum North in the marketplace and current value proposition and positioning

  • The value placed on the product offering

  • Product requirements

  • Household sizes

  • Jobs, pains and gains

  • Motivations, driver constraints

  • Needs in terms of amenity, community and developer

  • Impact of COVID-19 on income, work location, attending sales office, life in general

  • Thoughts on competitors

 

2. Online Surveys

Two online surveys were designed and supervised by Dr. Marzena Baker, PhD, MBus (Research). A large number of prospective and current purchasers were invited to take part, with participants given an opportunity to win an overall prize plus nominate one of three local charities, to which AV Jennings donated $5 for every survey completed.

 

The survey questions sought to provide insight into:

 

  • Demographics including local and ex-pat purchasers

  • Product requirements

  • Jobs, pains and gains

  • Motivations, driver constraints

  • Needs in terms of amenity, community and developer

  • Impact of COVID-19 on income, work location, life in general

  • Competitor purchase considerations 

 

3. Desktop Research

 

Property Republic conducted desktop research and gathered information, including data that’s publicly available through organisations such as the City of Whittlesea.

 

4. Builder Review

 

Property Republic also reviewed the current builder product, conducted discussions with local builder consultants, major builder principals and sales managers to gain insight into their future product planning as well as any research they had conducted.

 

Impact of COVID-19

 

Property Republic conducted a thorough desktop review of COVID-19 related forecasts and opinions and the provision of Government stimulus and support. It also included information from organisations such as:

 

  • Department of Treasury and Finance

  • Victorian Government

  • University of Melbourne

  • Reserve Bank of Australia

 

Questions relating to COVID-19’s impact were also asked in the customer deep dive workshops and online surveys.

 

Builder partners’ senior personnel were interviewed to garner their views on the northern corridor market in 2021 and beyond.

 

Competition

 

Property Republic conducted an online mystery shopping and competitor analysis of the Wollert, Craigieburn, Mernda and Donnybrook corridors. This was aimed to highlight Lyndarum North’s current and potential points of difference and competitive edge. Some of the things that were reviewed include:

 

  • Social media footprint

  • Initial customer experience and prospect management

  • Value proposition, positioning, product, pricing, and promotion

  • Builder relationships

  • Current and future amenity

  • Sustainability and similar initiatives

  • Project presentation

 

Final report

 

Property Republic provided Lyndarum North with a detailed report that presented outcomes from the prospect and purchaser workshops, online surveys, major builder interviews, site inspections and online mystery shopping.

 

Property Republic highlighted important observations and provided recommendations to help the Lyndarum North Team understand where they sit in the market, develop and refine their strategies and drive successful sales outcomes.

 

Judi Carr was also invited to present the report’s methodology and key findings to senior personnel within AV Jennings and their joint venture partner. 

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Customer Experience, Strategy

With the oldest members of Generation Z now in their mid-20s, they’re entering the world of employment and home ownership. This opens up opportunities for property brands to capture this generation for the first time. But first, property businesses need to have a solid understanding of their habits, expectations, behaviours and motivators.

 

The Property Republic team recently read and unpacked GWI’s Generation Z report, which dives into the latest trends among this generation.

 

Unsurprisingly, some of the most noticeable trends involve social media, sustainability, video and audio streaming, and brand authenticity.

 

Here are six important considerations for property businesses wanting to capture Gen Z homebuyers.

 

1. Focus on social media

As the first generation to grow up with smart phones and social media at their fingertips, it’s no surprise that harnessing these platforms is a must for brands looking to engage Gen Z buyers. In fact, when it comes to discovering new brands and products, social media is the go-to platform.

 

“Gen Z are more likely to discover products on social than search engines. Social media has become something of a “one-stop-shop” for Gen Z; a place they can discover and buy products without ever having to leave the app. It’s a reminder for brands that haven’t already to strengthen their social media presence on Gen Z’s favourite platforms and take advantage of shopping features where they can.”

 

Key Considerations for Property Businesses

  • What can you do to enhance your social media presence?

  • How can you help Gen Z homebuyers start their purchasing journey on social media?

 

2. Communicate your eco initiatives

Gen Z are a generation of eco warriors – they care about the eco-consciousness of the brands they purchase from, and the eco-friendliness of their products. Property businesses who want capture and appeal to Gen Z purchasers need to clearly communicate their eco efforts, and do so in an authentic, honest way.

 

“Brands need to ensure they’re doing more behind the scenes too. Eco-consciousness is an absolute must-have for those trying to reach Gen Z. Most importantly, brands need to be authentic in their approach and take this matter seriously…For older generations, sustainability is a personal thing; for Gen Z, it’s political.”

 

Key Considerations for Property Businesses

  • How does your property businesses promote sustainability and eco-consciousness?

  • What eco-friendly initiatives do you have in place, and how can they be communicated?

  • What new initiatives or partnerships can you put in place to enhance your brand’s commitment to sustainability?

 

3. Position your product as a smart investment

GWI’s report indicates that Gen Z are keen savers and investors, with 68% of participants stating they have cash/savings. This creates a great opportunity to communicate the benefits of entering the property industry to a cohort that understands and appreciates the value of smart investments.

 

“With nearly 4 in 10 Gen Z now in full or part-time roles, they’re quickly making their mark on the working world. Describing themselves as ambitious (40%), adventurous, (42%) and confident (47%), it’s little wonder why being successful or financially secure sit among the top 5 values most important to them.”

 

“Since Q4 2020, the number who own any kind of savings/ investments has risen 27%, driven mostly by cash/ savings funds, stocks/shares, and cryptocurrency.”

 

Key Considerations for Property Businesses

  • Create a series of videos or seminars that discuss the financial benefits of being a homeowner. Position your product as a smart investment. Invite financial experts to offer their insights and opinions.

 

4. Advertise on audio platforms

If appealing to Gen Z audience is your big objective, it’s time to swap radio ads for podcast ads. Learn more about advertising on Spotify here.

 

“Podcasts have also struck a chord with Gen Z. In 8 markets, 39% say they listen to mostly, or exclusively podcasts. This is more or less equal to the number who say the same for music (32%), showing just how important this form of audio has become. In fact, Gen Z worldwide are now almost equally likely to discover new brands on music streaming or podcasts. To get the best results out of ads on podcasts, however, brands may want to give hosts more creative freedom – with Gen Z listeners preferring hosts to do ads in their own style.”

 

Key Considerations for Property Businesses

  • Do your research on the most popular podcasts for your Gen Z audience. Develop a strategy to connect with and advertise on these channels.

  • Ensure your audio ad message is specifically designed to appeal to Gen Z listeners.

 

5. Instagram is essential…and TikTok is next!

It’s no secret that Instagram is the platform Gen Z-ers go to when they’re looking to learn more about individuals, brands and their products. If you want to appeal to this scroll- and swipe-addicted generation, having a strong Instagram presence is essential. And if you want to stay ahead of the curve, it may be time to jump on the TikTok bandwagon – it’s not going away anytime soon!

 

“Instagram is still both Gen Z’s most used and favourite social media platform but that could change as TikTok continues to make rapid growth.”

 

“While Instagram still leads by some margin when it comes to users performing a number of actions – Gen Z are distinctly more likely to use TikTok when searching for funny content, demonstrating just how effective the short-form video format has become.”

 

Key Considerations for Property Businesses

  • If you’re not on Instagram yet, but want to attract Gen Z homebuyers, it’s time to get on board. Start by establishing your Instagram strategy and plan how it will tie in with your overall content marketing and customer experience strategies.

  • If you are on Instagram, how can you enhance your presence to stand out from the competition?

  • Consider how you can make your Instagram content more engaging and relevant for a generation that enjoys short-form video content.

  • If you’re not ready to jump on TikTok, start exploring different Instagram features that appeal to Gen Z, like Reels and IGTV.

 

6. Be authentic and relatable

If Gen Z can’t relate to your brand, product, people or content, then they’re not going to consider purchasing from you. If you’re looking to increase your appeal to Gen Z buyers, it’s time to start establishing a brand personality that’s authentic and relatable to this cohort.

 

“What’s key is authenticity…41% of Gen Z social media users, in 7 markets, most want to see content that’s relatable to their situation.”

 

Key Considerations for Property Businesses

  • Across all marketing channels, create a brand personality that is relatable for Gen Z. Get young sales team members to star in authentic videos that offer tips for entering the property industry and buying your first home, or the benefits of buying land and building.

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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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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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Strategy

At Property Republic, we’re passionate about helping our clients reach their goals and objectives, and our work with Discover Downsizing perfectly highlights this.

 

Discover Downsizing approached our content marketing extension, Content Republic, to deliver a range of content-related services, including blog, email and social media content creation, social media scheduling and management, as well as Facebook ads and re-targeting.

 

Here’s a breakdown of how our content marketing strategy development and services helped Discover Downsizing achieve their objectives:

 

Context

 

Discover Downsizing came into fruition when the Residential Land Lease Alliance (RLLA) formed a joint venture with the Caravan Industry Association of Australia (CIAA) to target the latter’s database of over 175,000 over 50s caravanners in Australia.

 

A survey that had been sent out to the CIAA database found that a significant percentage of recipients wanted to learn more about downsizing communities and their benefits.

 

The joint venture team engaged Content Republic team, Property Republic’s content marketing extension, to deliver content and social media marketing services with the aim of growing the Discover Downsizing database and educating its target audience about the benefits of downsizing to a Land Lease Community.

 

It was agreed that Content Republic would create social media, email marketing and blog content, manage their social media platforms, and run retargeting ad campaigns on Facebook.

 

Challenges

The primary objective of the initiative is to create content that will help Discover Downsizing build and grow its database. However, to maximise the benefits of consistent and valuable content, there needed to be a solid strategy in place. Otherwise, content is just stuff.

 

Primary Goal

 

The primary goal involves building and growing an interested audience for Discover Downsizing and educating them on the benefits of downsizing into a Land Lease Community. The intention is that Discover Downsizing will become a hub of information for over 50s who wish to learn more about downsizing options, how Land Lease Communities differ from retirement villages and their many advantages.

 

Other Goals

The client also set a goal of reaching 5,000 likes on Discover Downsizing’s Facebook page by the end of August 2021.

 

Process

 

The process began with two workshops – a Value Proposition and Scope of Works workshop, as well as a 90-Minute Content Strategy workshop. This was where the goals and objectives of the content marketing activities were identified.

 

Content Republic approached the initiative in two phases.

 

Phase One

Phase one involves utilising the existing database and creating valuable and educational content with strong Calls to Action (CTAs) to visit Discover Downsizing’s website.

 

The process started with the creation of content pillars after the Content Strategy workshop, which enables a deeper coverage across a range of core topic areas while creating an efficient information architecture in the process.

 

The Content Republic team identified and developed several pillars for the client’s consideration as well as a range of content topics, ideas and thought starters.

 

Phase One also involved finalising the strategy around the social media campaigns, including the imagery, budget, and social media management. 

 

Phase Two

 

This phase is all about attracting a new audience for Discover Downsizing and activating the community.

 

This is achieved through creating relevant and valuable content around the pros and cons of downsizing into a Land Lease Community. It also includes education pieces around freeing up capital, lifestyle benefits, moving into brand-new homes with fantastic amenities, and understanding what a Land Lease Community is all about. The content covers blog posts, social media posts and eDMs. Social media ads were also created.

 

The Content Republic team create, schedule and boost the social posts as well as build and run social media campaigns. The latter included a Page Likes campaign that aimed to generate 5,000 page likes for the client.

 

The social posts and eDMs link back to the website to ensure a steady stream of traffic.

 

Every week, a report is sent out to the Discover Downsizing team to keep them up to date with the results of the campaigns and the performance of the social posts. A regular monthly meeting with the Content Republic team also takes place to ensure that the goals and strategies are on track.

 

Final Report

 

Content Republic has developed a streamlined strategy that encompasses the main goals of Discover Downsizing – growing and educating its online community about downsizing and its many benefits through creating timely, relevant content for different platforms (blogs, eDMs, social media) and running social campaigns.

 

In August 2021, the goal of reaching 5,000 page likes on Facebook was achieved. Social media boosting campaigns also helped to increase audience engagement, creating conversations around downsizing.

 

Feedback

 

Stuart Lamont, Chief Executive Officer at Caravan Industry Association of Australia, has this to say about our work for them:

 

 

Content Republic constantly creates high-quality digital content that is designed to resonate strongly with our target audience. Starting our relationship with a strategic workshop has set us up for long term success, and importantly established a consistent brand voice across all channels. Their systems and reporting mechanisms are efficient, and our regular briefings ensure that we maintain a great working dynamic focussed on results. Thank you, Content Republic, for helping us shine online!

 

 

Need help with your social media and content marketing strategy? Our content marketing extension, Content Republic, offers cost-effective services to suit your need. Get in touch today!

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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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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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Customer Experience, 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 4 consumer priorities trends, insights and key takeaways your property business needs to be aware of:

 

1. WFH Prosumer

Consumers who are working from home are opting-in for more powerful tech products.

 

Trend: Prior to the COVID-19 pandemic, specialised tech appealed to prosumers and professionals in the tech sector. Now, these products are becoming more accessible to everyday consumers who find themselves working from home for extended periods of time.

Insight: As many consumers continue to work from home due to the ongoing health pandemic, they are looking for ways to enhance their experience. This is connected to a desire to be comfortable in one’s productivity, while also minimising the risk of common issues pertaining to connectivity and presentation. Succeeding in this allows consumers to feel more confident in their day-to-day and to stay motivated during a difficult time.

 

Takeaway: How can your property brand assist consumers working from home?

 

2. Boomer Tech

Apps that are typically used by younger demographics see a boost among seniors.

 

Trend: With COVID-19 being risky for senior citizens in particular, stay-at-home orders are especially important to keep this demographic safe. Thus, they’re having to adapt just as much as everyone else when it comes to staying healthy and connected with others. As a result, brands that offer online services like virtual exercise and conferencing are seeing a boost in senior engagement.

Insight: In many ways, senior citizens have been hit harder than other demographics when it comes to the COVID-19 pandemic. On top of being more likely to face serious consequences as a result of contracting the virus, they’ve also been more psychologically harmed by the isolation that’s been imposed on people around the world, particularly those who live in care homes. Thus, those who have the capacity to engage in the platforms that are keeping people entertained and connected are going to be a priority for this older generation as well.

 

Takeaway: How is your property business engaging Baby Boomers, and what more can you do?

 

3. Next Gen Care

Oral hygiene brands are appealing to Gen Z via design and marketing.

 

Trend: Emerging oral hygiene brands are working harder to appeal to Gen Z demographics, with marketing and branding that features youthful aesthetics similar to those of the skincare and beauty space.

Insight: Gen Z has now emerged as the next generation to take charge of pop culture and design trends, and this generation has more diverse preferences and needs that need to be met before they’re loyal to a brand. Everything from inclusion to social media influences this generation’s purchase decisions, and brands are having to adapt to this shift.

 

Takeaway: How is your brand working to appeal to Gen Z?

 

4. Comfort Commercial

Ad campaigns take on more positive and soothing themes.

 

Trend: As the world gradually lifts pandemic-related restrictions, brands are increasingly prioritising “wellness” to help ease people’s lingering anxieties. This includes ad campaigns that focus on comforting and relaxing themes that offer a more positive outlook on the future than what has been seen in the last year.

Insight: Consumer stress has been at an all time high in recent months, with everything from social restrictions to financial upheavals having an impact. As people slowly grow accustomed to life going back to “normal,” they seek out brands that help that process along – whether it’s emotionally, financially, or recreationally.

 

Takeaway: Property brands generally do this well. What post pandemic priorities are you focusing on?
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