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Thought Leadership

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

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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Strategy

Social media is an integral part of your digital marketing strategy. Utilising it effectively can help to propel your marketing goals into action and garner great results.

 

2020 saw more and more brands adopt a solid presence on social media in an effort to be where their customers are – on their phones!

 

So, what will 2021 have in store for property brands in the social media world? Our sister brand, Content Republic, suggests you focus on these four trends:

 

1. Have a strong online personality

 After experiencing restricted human contact in 2020, customers want to interact with brands who can communicate their personalities digitally. In fact, it’s never been more imperative to have a clear, consistent and compelling brand personality.

 

As the world continues to open up throughout 2021, content and property marketers will need to ensure they don’t lose the brand humanisation they created on their social and digital platforms in 2020. Now that customers have engaged with and enjoyed authentic and personality-filled content from brands, they’ll expect their feeds to continue to show it.

 

2. Utilise live and short videos

The rising popularity of applications and features like Instagram Reels, Snapchat and TikTok indicate that audiences, especially the younger generations, will continue to respond well to short, impactful videos. The best part about these videos is they require little to no budget, as there’s no need for green screens or expensive productions. Simply use a smart phone and film against an informal backdrop that’s relevant and highlights your real work environment.

 

Some ideas you can implement today include:

 

  • A live construction update that communicates progress

  • 15-second promotional video on Facebook, promoting an upcoming release

  • Testimonials and interviews with satisfied buyers

  • Walk-through of a new development or display

  • Walk-through of your display office, introducing key sales staff

  • A short video showcasing your project’s different community groups and initiatives

 

3. Have a raw and unfiltered brand presence

Your property brand is more than your product, so ensure that you are communicating what goes on behind the scenes to add an authentic personality. The ideal way to engage on social media is to stay true to your brand and its value proposition. Being authentic can help you form a personal and more meaningful connection with your target market. They want to know the human element behind the brand, so producing relatable and relevant social posts will remain the best way to go in 2021.

 

Remember that the content you produce doesn’t have to be perfect and glossy – raw, relatable and real content that lets your brand’s personality shine through performs well.

 

4. Educate first, sell second

It sells to educate first. The customer journey can be a complex process and your audience wants to know that you’ll support them through every step – especially after the uncertainties experienced in 2020.

 

You need to provide your audience with the information they need to make a confident purchase decision. Identify your target market’s pain points and inform them of how your brand can help solve them.

So, before you start posting sales messages, make sure that you’ve educated your customers first. It’s the best way to provide them with the best customer experience and keep them coming back for more.

 

How will you respond to 2021’s emerging trends?

If your property business needs support re-invigorating and optimising its sales, customer experience and content marketing initiatives to respond to new shifts, expectations and behaviours, the Property Republic and Content Republic teams are here to help.

 

Read more in our PRX Magazine: The 2021 Trends Edition.

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Strategy

The best way to create meaningful connections with your customer at every stage of their journey is to deliver consistent and valuable content. And with face-to-face contact limited throughout 2020, many businesses turned to creating content to engage their audience.

 

So, with more and more property brands using content to drive their customer relationships, our sister brand, Content Republic, has listed four important trends you need to be aware of to stay ahead of the competition.

 

1. Have a strong content strategy that involves digital
If there was one thing businesses needed to learn quickly in 2020, it was how to reach their audience in new, innovative ways that didn’t involve face-to-face contact. As a result, we saw a surge in social media and content marketing activities as brands found new ways to be where their customers are (at home, on their devices!).

 

In 2021, we can expect that this focus on social and digital content will keep growing, as brands continue to realise that having a strong content marketing strategy and social media presence is no longer optional – it’s fundamental!

 

More than this, content marketers in 2021 will need to continue to demonstrate and build upon the skills they were forced to adopt – flexibility, nimbleness and an ability to seamlessly adapt to new realities.

 

“Studies on content marketing show that one of the key differences between the most successful and least successful businesses is the use of documented content marketing strategies.”
Neal Schaffer, Chief Marketing Officer – Fractional

 

2. Get behind the camera
It’s safe to say, whether acting as a brand or consumer, we all saw and experienced an increase in live videos on our feeds in 2020. After all, if your customers can’t come to you, then you’ll need to go to them!

Moving into 2021, brands need to be aware that expensive, polished and highly produced videos aren’t necessarily the most engaging. More than anything, customers want to engage with content that is authentic, real, humanised and entertaining.

“The uncertainty of 2020 has taught us the importance of content as a tool for reaching our audience when many of our typical engagement points are closed, cancelled, or unavailable.”

Melanie Deziel, Chief Content Officer – StoryFuel

 

If you committed to delivering live or authentic pre-recorded videos in your social media and content marketing activities in 2020, keep doing it in 2021. Your audience will continue to want to get you know you, your products and services from the comforts of home, and video is the best way to do it.

 

“With 5.11 billion unique mobile users in the world, mobile usage is at an all-time high. And the most convenient content format for mobile is video. Creating live videos gives your users a great mobile experience and it’s convenient to consume.”
Neal Schaffer, Chief Marketing Officer – Franctional

 

3. Be empathic
 Now more than ever, businesses need to be sensitive and listen to what matters to their audience. As customers deal with uncertainty in their daily lives, it becomes necessary to focus on values like integrity and transparency. Also consider how you can respond to, and evoke emotions through the creation of content. By building content around values that matter to your audience, you’ll also create a content strategy that forms an emotional connection with customers.

 

“People want to feel heard and appreciated as an individual and they have the power to ask for that, because there is so much market saturation. Mass media marketing is dead. People want communication at a 1 to 1 level in a manner that’s relevant for them. Especially due to COVID-19, empathy plays a strong role in making sure that customers are satisfied with your marketing and communication strategy.”
Adriana Stein, Director – IDI Consultancy

 

4. Repurpose and recycle
In 2021, you’ll save time and money by having a repurposing strategy for your content. Consider how you can transform one type of content into another. For example, can a 5-minute video be cut down into 10 different 30-second videos to share across social media? Can your product brochures be divided into multiple blogs that sit on your website? Can your downloadable guides be cut up into bite-sized chunks and sent to your database in an email newsletter?

 

Giving your content not only a new life, but a longer shelf life by turning it into different forms, is a fantastic way to appeal to bigger audiences and generate more interest.

5. Prepare for the unknown through innovation
Expect the unexpected; that’s a lesson that 2020 taught the world. But how can marketers realistically prepare for the unknown and the uncertain?

 

The answer? Innovation.

 

Try new things. Break the rules. Fail. Try again. Be different. Be bold. Take risks. Be flexible. Be willing to embrace change even before it’s required. The future belongs to marketers who are willing to adapt long before they need to. In 2021 and beyond, make sure your content marketing activities stem from innovative strategies

 

How will you respond to 2021’s emerging trends?

If your property business needs support re-invigorating and optimising its sales, customer experience and content marketing initiatives to respond to new shifts, expectations and behaviours, the Property Republic and Content Republic teams are here to help.

 

Read more in our PRX Magazine: The 2021 Trends Edition.

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Customer Experience, Lead Nurture, Strategy

We’ve said it before and we’ll say it again, having an exceptional customer experience is the best way to stay ahead of the competition, not only during market downturns, but all year round.

 

With customer expectations constantly changing, evolving and increasing, property businesses must continue to place the customer experience at the heart of all strategies in order to experience consistent success.

“The only truth is that if we follow the needs of our consumers – in content creation and in research and development – we should still have a place in the market in 2021.”

Jessica Best, Vice President – Data-driven Marketing Barkley


Here are three customer experience trends and must-knows to think about in 2021:

 

1. Place your customers’ needs at the heart of your activities
One of our most favourite insights that we like to communicate to all our clients goes a little like this: If businesses continuously placed the customer (and their needs) at the centre of all strategies, it wouldn’t be so hard to make sales during market downturns.

 

This is because by having a comprehensive understanding of who your customer is, what their pain points are, what needs they have and how these needs can evolve and shift, you have the ability to create strategies and products that respond to them.

 

If 2020 was the year where brands had to adapt their services and marketing activities to respond to customer needs and behaviours in a COVID world, 2021 will be the year where businesses will need to have a clear plan in action to monitor and respond to their customers’ evolving needs and expectations in a world where anything seems possible.

 

2. Respond to new consumer behaviours, expectations and priorities
In a world where homebuyers have hundreds of options at their fingertips, property businesses need to deliver an experience (and a product!) that customers genuinely desire or risk missing out. Customers expect to receive a personalised experience that’s tailored to their needs and makes them feel listened to and valued.

 

“Customers ultimately wish to do business with companies that demonstrate care and respect for their needs: having a well-considered customer journey will help set your business apart by approaching your product and service delivery in a way that always puts the customer first.”
Anne Baker, Director – Two Crowns Marketing

 

Consumers have shorter attention spans, higher expectations and different priorities after experiencing a range of difficulties throughout 2020, and property businesses need to be ready to respond to these shifts by placing the customer and their changing needs at the core of every strategy.

 

 

3. Improve mobile and user experience
It’s no secret that the modern buyer explores a range of property websites on their phones and laptops for weeks (or months) before entering a sales office. This means that your brand’s digital experience needs to be optimised and prioritised. Make your value proposition clear, navigation easy and information readily available for those who want to learn more.

 

A great way to determine the effectiveness and identify potential downfalls of your digital experience is through mystery shopping, and the Property Republic team are experts at this. We conduct online, telephone and in-person enquiries, monitor all communication with sales representatives and visit the sales centre. We then audit any follow-up and provide a comprehensive report with recommendations. Our methodology lets you hear from our shoppers and feel the emotion soon after their shopping experience.

 

For more key insights, read our PRX Magazine: The 2021 Trends Edition.

 

 

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Strategy

The Property Republic team spoke with industry leaders to get their insight on what shifts will occur in property throughout 2021. Here’s what the experts had to say:

 

1. The online sales process in property will continue to be a focus
It’s fair to say that the online sales process is here to stay. The lack of face-to-face contact experienced during the 2020 lockdown periods and the increased emphasis of social distancing practices were the push many property businesses needed to transform and improve their online customer experience. Being able to deliver a completely digital customer journey, from initial enquiry all the way to sale and beyond is not only an expectation, it’s essential.

 

“I’m confident the sales process will remain online. Due to COVID we needed to change our sales process to a full online experience. Now that the restrictions have eased, we are still seeing that the majority of enquiry (90%) would still prefer to buy a property this way.”
 Matt Dean, Project Director – Woodlea

 

Home buyers – especially the younger generation of home buyers – will continue to opt for digital experiences over in-person ones and this means property businesses need to make this a priority. Delivering multiple online touchpoints, virtual meetings and walkthroughs, digital nurture sequences and a seamless experience is becoming the status quo, so now property businesses must ask themselves “what more can we do to stand out from the competition?”

 

“I think there will be greater expectations and market acceptance for a digital marketing and sales experience post COVID-19 lockdowns. Like with a lot of things, COVID-19 has fast tracked digitisation which has been slowly happening for years. The days of driving around to 10 different land sales offices to shop around are officially over!”
Ryan Beer, Senior Development Manager – Woodlea

 

2. Audiences will be more engaged and interested

It’s possible that developers will experience higher qualified leads this year, as people are only engaging with the property sector online and in-person when they are seriously considering a purchase. But with a more switched-on audience who have higher expectations, property businesses need to be prepared to differentiate themselves from competitors by prioritising the customer lifecycle and delivering an exceptional experience.

 

Traditionally, the majority of marketing attention and budget gets thrown at the awareness and lead generation stage of the customer journey, with little consideration for how these leads will then be nurtured. This approach needs to change. Property businesses need to place a greater emphasis on the later stages of the customer lifecycle: the interest-intent phase, the decision phase and the loyalty phase. This means refining and perfecting the follow-up call, posting regular and relevant blogs and social media content that serve to educate and inspire and creating an email nurture sequence that delivers real value.


“I believe leads will be more qualified, as I expect people aren’t engaging in the property sector unless they want to transact. And as a result, better conversion rates are expected.”

 Anne Jolic, Head of Development – Retirement Living Lendlease

 

For more key insights, read our PRX Magazine: The 2021 Trends Edition.

 

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Strategy

The Property Republic team spoke with industry leaders to get their insight on what shifts will occur in property throughout 2021. From how we purchase property, to how we work, to people’s expectations of the product, there’s a lot to consider. Here are 2 important takeaways:

 

1. Connecting office-based and remote teams
Flexibility within the workplace will continue to be an expectation, and as a result, a focus will need to be placed on technology to create better connections and seamless communication between in-house and external teams. Businesses of all types must be prepared to accommodate an increased mix between working from home and working from the office, as people’s preference for how and where they choose to work changes. A big part of this involves investing in effective technologies and spaces.

 

“If there is to be an increased mix between working from an office and remotely, there will need to be a greater focus on the technology platforms used to deliver a useful meeting experience whilst accommodating the two.”
Sean Pinan, Director – Catalyst Development Services

 

2. The shifting balance between home and work
Priorities have and will continue to shift within people’s ideas of work-life balance. With people continuing to work from home, and companies realising work can get done without employees being in the office, more people will reconsider where they live – desiring a location they love over a location that’s close to their office.

 

“One word comes to mind: duality. I think a key impact of 2020 (and COVID) on the property industry was being forced to contemplate and reimagine the spaces we live in; the locations we live in; the values we live by or how we’ve been prioritising them and the investments we make.”

Lisa Thompson, Principal Solution Provider – ThinkSolve

 

It’s likely that we’ll continue to see the following shifts well into 2021:


– Regional and coastal locations will boom as individuals continue to work from home most days a week
– Families will opt to live in a more remote location for a better lifestyle
– Increased interest in new master planned communities because they have better open spaces and facilities
– Rising expectations that a new home will have flexible spaces
– Parents choosing to drop off or pick up their kids from school
– A greater likelihood of people purchasing a holiday home over inner city properties so they can enjoy their investments or plan for a “sea or tree change”

“2020 forced people to slow down and rediscover an appreciation for what we have at or near home, and I think this will increase the focus on decentralising Melbourne to establish the proposed 20-minute cities – which has implications for all sorts of industries and offerings.”
Anthony Battista, Marketing Manager – MAB Corporation

 

For more key insights, read our PRX Magazine: The 2021 Trends Edition.

 

 

 

 

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Content Marketing, Strategy

What is it?

Recently, Instagram rolled out their newest feature called ‘Guides.’ It allows users to create more scrollable content by collecting and curating posts, making it easier than ever to share information in an easy-to-digest format.

 

You can choose three different formats for your Guides:

 

  • Places

  • Products

  • Posts

 

Guides can be found on your profile between the feed and IGTV icons. They can be displayed on your profile, in your feed, on the Guides page and in the Explore page, which means they have a high visibility rate.

 

Should you be using Instagram Guides for your project or property business?

It’s recommended that you have a diverse and multi-platform social media presence. However, if your team is lacking the budget, time or resources to commit to integrating guides into your Instagram strategy in a meaningful and consistent way, don’t feel like you need to jump on the guides bandwagon just because it’s new and shiny. It may be something you come back to in a few months.

 

How to get started

If you’ve decided that Instagram guides fits within your strategy and capabilities, the best way to get started is by repurposing and re-sharing content that you’ve already posted to Instagram, to create comprehensive and step-by-step ‘how-to’ guides.

 

For example, if you’ve published multiple posts about finance options for FHB, compile these into one Instagram guide titled ‘5 finance tips for FHB’ (or something to that effect). The same can be done for posts about your project, the local area, benefits of building a brand-new home and so on.

 

For a break-down of all of Instagram’s best practices, read this handbook from our content specialist brand, Content Republic.

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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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Content Marketing, Strategy

Given Sunday’s disappointing announcement from Dan Andrews about the extended lockdown for Melburnians, your community is craving digital interaction and entertainment more than ever!

 

Use this time to engage and amuse your audience by creating content that they can relate to and enjoy.

 

To help you get started, here are 27 different content ideas you can implement, starting today.

 

8 September 2020 – International Literacy Day  

Blog idea: X must-read books about (topic)

Community engagement idea: Ask your homeowners to post a photo of their favourite book and write why they love it (and tag your handle!) to your social media page.

Competition idea: Host a competition where members of your Facebook community write a poem or short story and post it to your page. At the end of the day, pick a winner and offer a prize.

 

9 September 2020 – Teddy Bear Day  

Blog idea: DIY backyard teddy bear picnic set-up / X best local parks to enjoy a teddy bear picnic

Event idea: Host a virtual teddy bear picnic on Zoom that your community can tune into. During the picnic you can read books and play songs for the kids to listen to. This is an excellent activity at any point of the month – your invitation could be sent on Teddy Bear Day for a date later in the month!

Community engagement idea: Ask your social media community to post a photo of their childhood teddy, or their children’s current favourite teddy, and a short caption about why it matters to them. Make sure you ask them tag your social handle in the caption!

 

10 September 2020 – R U OK? Day

Blog idea: X ways to show your friends and family you care

Communication idea: Show your community and staff members that you care about their mental health and well-being by asking them the simple question – are you okay? Make a social post, send out an email or text, give someone a call. It doesn’t matter how you do it – even the smallest gesture can have a big impact.

Spotify idea: Compile a playlist of uplifting and positive songs to share with your community, and bring a smile to their faces.

 

10 September 2020 – Swap Ideas Day  

Blog idea: Partner up with another brand or individual (such as an interior designer) and share ideas about a relevant topic in a casual interview setting. Top and tail the transcript with an intro and outro to make an interesting read for your customers. You could also film or record this interview and create a compelling video or podcast episode.

Social media idea 1: Use this day to shout out a word of appreciation to other brands or individuals who you have collaborated and shared ideas with.

Social media idea 2: Use your Instagram stories to host an idea sharing session. Ask your followers to send through ideas or suggestions for the community, and respond to them in a short stories video.

 

13 September 2020 – Positive Thinking Day  

Blog idea: X positive affirmations to tell yourself every day

Video idea: Get your sales team to record themselves saying their favourite positive quote, mantra or affirmation using their smart phone. Compile the clips into one montage and share to your socials.

Community engagement idea: Ask your social media community to post their favourite positive quote, mantra or affirmation and tag your brand. Or, host an Instagram stories session where your followers send you their favourite positive sayings and you read them aloud in a video – be sure to give a shout out to each person whose submission you read!

 

16 September 2020 – Working Parents Day  

Blog idea: X confessions of a working parent in iso

Community engagement idea: Ask the working parents in your community to post a video of a funny ‘truth’ or ‘confession’ about being a working parent in iso to your socials (and tag your handle!). You can add incentive by offering a prize for the funniest video.

Social media idea: Post something motivating to your social media today, to acknowledge the hard work of the working parents in your community – especially those working from home with kids!

 

20 September 2020 – National Women’s Friendship Day 

Blog idea: X ways to show your friend you care

Community engagement idea: Encourage your female followers to have a virtual date (or in-person if restrictions allow) with their close female friends and post photos of their catch up, tagging your brand.

Spotify idea: At least one week prior, ask your followers to send through their favourite songs about girl power and friendship. Compile the suggested songs into a Spotify playlist and share with your social media community.

 

21 September 2020 – World Gratitude Day  

Social media idea: Post an inspirational quote or thought to your social media today that encourages your followers identify the things they’re thankful for.

Video idea: Ask your sales team to use their smartphones to video themselves saying something they’re grateful for. Compile the clips into one video and post to social.
Community engagement idea:
Ask your community to post about what they’re grateful for in their home or their estate (in a caption or in a video) and tag your brand. Or, host an Instagram stories session where your followers send you the things they’re grateful for and you read them aloud in a video – be sure to give a shout out to each person whose submission you read!

 

22 September 2020 – Hobbit Day

Blog idea: X inspirational quotes from The Hobbit or X important lessons in The Hobbit

Competition idea: Throughout the day, post a range of quotes from The Hobbit to social media. The first person to guess who says the quote correctly wins a prize chosen by you!

Quiz idea: Host a virtual quiz on Zoom. Participants must write down their answers and email or direct message you afterwards with their answers. The person who gets the most questions right wins a prize chosen by you.

 

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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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