Helping Lifestyle Communities Save Time and Stress with a Seamless Content Strategy
Lifestyle Communities creates industry-leading land lease communities that enable working, semi-retired, and retired people to live a well-connected life of luxury at a truly affordable price.
The Lifestyle Communities marketing team is responsible for creating, scheduling and publishing a range of regular social media posts and eDMs for their portfolio of 20+ communities, and required an innovative solution to deliver high-quality, consistent content to their prospective customers and existing homeowners.
Having partnered with Property Republic for a range of content marketing and copywriting services since 2019, they reached out to us to find a solution, with the aim of driving traffic to the website and building engagement among prospects and residents. The solution also needed to be user-friendly and time efficient.
The Approach
The Property Republic team approached the content solution strategy by designating the Lifestyle Communities website as the home for all content, with every eDM paragraph and every social post linking back to the main article or product on the website. This approach helps improve search engine optimisation, give prospects a greater opportunity to explore what’s on offer at Lifestyle Communities and build authority.
Lifestyle Communities worked with the Property Republic team to identify three pillars as the primary focus – Affordable, Downsizing and Homes & Gardens. From these, packages based on each pillar were developed to get the most out of each piece of content. They were referred to as ‘pillar packages.’ Each pillar package included the following elements of evergreen content:
3 blog articles
9 social posts, each linking back to the website
5 eDM paragraphs, each linking back to the website
A content calendar for each project
Two free posts every month for special holidays, e.g., Mother’s Day, Christmas Day
On top of these pillar packages, the Lifestyle Communities team was advised to send through information for weekly adhoc posts, for which they were sent a reminder every Monday morning. Once Property Republic received this information, they would create the adhoc posts in accordance with the content schedule.
In addition, all social media and eDM content was placed into a content matrix. From here, every month each marketing manager could select the posts they’d like to feature in their community’s content plans. The Property Republic team would then populate each content plan with their selections. Every week, our team liaised with the Lifestyle Communities team to ensure that relevant and timely content was created and shared.
The Results
The result was the development of a dynamic Content Matrix that features social posts, blogs and eDM paragraphs that respond to Lifestyle Communities’ primary pillars, key messages and tone of voice.
Ultimately, the Content Matrix combined with our collaborative content coordination process helped free up a significant amount of time for the Lifestyle marketing team, all while delivering valuable and consistent content that nurtured their audience and increased website traffic.
The Feedback
“The team at Property Republic delivers an effortless end-to-end process; they are reactive and proactive in equal measure and they are active listeners with an innate ability to turn a problem into an opportunity.
Most recently, Property Republic developed a comprehensive social, blog and eDM content bank to support our project marketers and their portfolio of 20+ communities.
The result was a clever, intuitive and user-friendly process that will ensure a consistent tone of voice across all relevant communications.”
Carmen Petropulo
Former Head of Marketing Lifestyle Communities