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Thought Leadership

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

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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Strategy, Workshops

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

 

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

 

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

 

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

 

1. Adopt a complementary mindset

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

 

2. Use common language

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

 

3. Establish common KPIs

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

 

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

 

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

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

 

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

 

5. Driving value in greater alignment

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

 

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

 

 

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

  • Determine the project mission

  • Agree the strategic objectives

  • Brainstorm the critical success factors

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

  • Determine who will be responsible

  • Identify how you will monitor and measure each success factor

 

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

 

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

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Project Marketing, Strategy, 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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Strategy, Workshops

Property businesses are currently navigating new territory. 

 

Visiting display villages and land sales centres or attending community events are no longer options for customers on their property buying journey. To cope with the new norms of social distancing and working from home, many businesses have had to adapt the way they operate and how they reach and connect with customers. 

 

In order to equip property businesses with the insights they need to adapt to this new normal, Property Republic recently launched a series of webinars, called Marketing Clinics. 

 

Covering a range of content marketing, customer experience and property-focused topics, our Marketing Clinics have acquired a number of loyal participants (who we like to call our webinites) who have shared some encouraging feedback: 

 

‘’I have really enjoyed the Property Republic Marketing Clinics. Judi and her team are experts in their field and it’s great to get their insights through their clinics.  I’m looking forward to putting the knowledge I have gained into my marketing strategies’’

Rachel Glass, Project Marketing Specialist, Core Projects

 

 

 

 

 

 

 

Having worked with Judi since 2017, one of her greatest qualities is her generosity to share her wealth of knowledge to anyone who will listen. Judi and the team at Property Republic are the content marketing and customer experience experts in the property industry, and to have access to their free marketing clinics is marketing gold.”

Monika Pilekic, Head of Marketing, Lifestyle Communities

 

 

 

 

 

We’re excited to continue welcoming both returning and new attendees who are seeking to enhance their marketing efforts and also appreciate that our webinites are learning new things and sharing this with us. 

 

Click here to catch up on our Marketing Clinics to date and if you’d like to participate in future Marketing Clinics, sign up to our newsletter and follow us on social media to make sure you receive all the details.

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Content Marketing, Strategy, Workshops

On Friday 28th February, the Property Republic team hosted our first ever event – The Ultimate Content Planning Workshop.   The day’s activities intended to educate attendees on the many ways an effective content marketing strategy can benefit their brand and enhance their customer experience. It also encouraged participants to generate ideas on the many ways they can create, curate, repurpose and organise content.   The ultimate goal of our workshop was to help participants generate enough content to populate their calendars for an entire year – a task that

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Workshops
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Lead Nurture, Strategy, Workshops
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Workshops
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Strategy, Workshops
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