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Thought Leadership

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Lead Nurture

We believe that a highly underrated marketing skill is taking something complicated and making it simple. It’s a skill that we continuously aim to strengthen, to help get the most effective and efficient results for our clients.

Turning something complex into something simple is exactly how we helped our client, Lifestyle Communities, who needed a user-friendly and time-efficient solution for planning, creating and scheduling content across their portfolio of 20+ projects.

 

Here’s a breakdown of how we helped the Lifestyle Communities team:

 

Context

The Lifestyles Communities’ marketing team is responsible for creating, scheduling and publishing at least two Facebook posts per week for each one of the 14 established and six developing communities. They are also required to create at least one EDM per month per project. They reached out to Property Republic to find a consistent and cost-effective solution to ensure that high-quality and consistent content is created.

 

Challenges

There is always a need to promote a product (for example, a home for sale in a particular community) but best practice is to educate the audience first and sell second.

 

Another challenge faced involves the diversity of content – not every community wants to post the same information. There is also a need to determine and refine a consistent tone of voice.

 

Primary Goal

Lifestyle Communities wants to create quality content for all 20 communities with the aim of driving traffic to the website and building engagement among prospects and residents.

 

This solution for planning, creating and scheduling content across their portfolio of 20+ projects need to be user-friendly and time efficient.

 

Process

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 had provided their existing pillars and 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:

  • 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 in an excel spreadsheet (referred to as the 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 them populate each content plan with their selections.

 

Every week, the Property Republic team liaised with the Lifestyle Communities team to ensure that relevant and timely content was created and shared.

 

Judi Carr met with relevant members of the team each month to review the process to make sure that it was streamlined and mutually beneficial to both parties.

 

When it was raised by a Lifestyle Communities team member that tracking which posts had been featured in the previous month’s content calendar was a challenge, the Property Republic team developed a simple solution – within the Content Matrix, they greyed out the posts that were used in the previous month, so that the marketing managers could identify them and avoid featuring the same posts two months in a row.

 

The Outcome

Property Republic developed a dynamic content strategy solution featuring social posts, blogs and eDM paragraphs that respond to the client’s primary pillars, key messages and tone of voice. Not only were they able to create a content bank for Lifestyle Communities’ team to populate their monthly content plans, but they also developed a cost-effective and time efficient process.

 

Feedback

Carmen Petropulo, Head of Marketing at Lifestyle Communities, has this to say about our Content Matrix solution:

 

“The Lifestyle Communities team has a longstanding relationship with Property Republic. More than a consulting team, Property Republic is our trusted content partner, offering expertise working with brands that deliver best-in-class property and customer experience; both of which underpin our proposition at Lifestyle Communities. The team at Property Republic delivers an effortless endto-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. Lifestyle Communities will continue to partner with Property Republic at every opportunity, thanks to the value they consistently add to our team and our brand.”

 

 

Want to learn more about our Content Matrix? If your property business has multiple projects, communities, homes or branches that require content creation, our Content Matrix could be the perfect solution! Click here or call 0417 930 125.

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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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