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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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Content Marketing, Strategy

August – the final month of the Australian winter, where mornings get crisper and days become longer. For Melburnian property marketers in 2020, August is a month of uncertainty as COVID restrictions toughen and market conditions remain challenging.

 

Because it’s more essential than ever that you’re engaging with your community online, we’ve got some fun and creative content ideas to help you drive engagement this August:

 

International Cat Day – August 8th

Today’s the purr-fect day to celebrate our furry friends and purr-ecious WFH pals. If you’re feline creative, here are some claw-some ways you can engage with your audience today:

 

Blog idea: Write a blog with tips on how homeowners can ‘cat-proof’ their new home so their pristine carpets, architraves and curtains can remain scratch-free.

Community idea: Engage your community by asking them to post a photo of their feline family members to socials and tag your brand’s handle in the caption. You could also add incentive by turning this initiative into a competition and offer a prize for the best post.

Brand idea: Ask your cat parent workmates to share photos or short videos of their purr-fect pet as they work from home. Share these images with your community to add personality to your brand’s online presence.

 

Book Lovers Day – August 9th

A day to curl up with your favourite read.

 

Blog idea: Write a blog about must-read books for your customers. It could be about interior design, garden maintenance, mindfulness, finance for FHB or a whole range of topics. People love listicles, so don’t be afraid to curate a list of useful books with the appropriate hyperlinks!

Spotify idea: In the days before Book Lovers Day, ask your social media community to share their favourite mindful music – tunes that can be played in the background while studying or reading. Add these songs to a Spotify playlist and share it with your community.

Community idea: Ask your community to share a photo their favourite book (audio, digital or hardback), with a caption that explains why to your Facebook page. Turn this activity into a competition by picking a winner and offering a prize worthy of a bookworm.

 

Left Handers Day – August 13th

A day to celebrate the uniqueness and differences of left handers.

 

Infographic ideas: X fun facts about left handers.

Brand idea: share photos of your left-handed team mates on your socials. It’s always nice to publicly acknowledge your team members for their uniqueness! It’ll also add personality to your brand.

Blog idea: X hacks for left handers.

 

Cupcake Day – August 17th

A day to sit back, relax and cake it easy.

 

Blog idea: X easy cupcake recipes.

Video idea: Film a video where you make a cupcake recipe in your display home’s kitchen. Throughout the video, also highlight the key features of the display home’s kitchen – the island bench that features plenty of space to prepare, the soft-close drawers to store your utensils, the butler’s pantry to wash up when you have guests, the high-quality appliances. This video idea not only provides a fun, entertaining video for your followers, it also showcases the beauty of the display home. Just make sure the kitchen is thoroughly cleaned when you’re finished!

Competition idea: Ask the cupcake lovers in your Facebook community to bake their favourite cupcake recipe and post a photo of it, tagging your brand. Choose the best or most creative as the winner, and offer a prize fit for a cupcake queen (or king!).

 

Senior Citizens Day – August 21st

A day to honour and respect our elders.

 

Spotify idea: In the days/weeks leading up to Senior Citizens Day, ask your community to share their favourite songs from 50s, 60s and 70s. Compile these songs into a Spotify playlist and share it on your social channels.

Video or live webinar idea: To encourage wellness and movement within the older generations of your community, ask a local fitness instructor to film a low impact class that’s suitable for seniors. It could be streamed live, or pre-recorded and shared across your socials.

Blog idea: X funny baby boomer phrases.

 

International Dog Day – August 26th

A day to celebrate man’s fur-nomenal best friend.

 

Video idea: DIY dog treats – film a video where you make a dog treat recipe in your display home’s kitchen. Throughout the video, also highlight the key features of the kitchen.

Infographic idea: X health benefits of having a pet dog.

Community idea: Engage your community by asking them to post a photo of their canine family members to socials and tag your brand’s handle in the caption. You could also add incentive by turning this initiative into a competition and offer a prize for the best post.

 

We hope you’re filled with a ton of inspiration to make August a fun, innovative and captivating month for content!

 

If you’d like discover how Property Republic can help you deliver consistently valuable content, get in touch. We have a range of content marketing offers available to help you enhance your content marketing activities without breaking the budget.

 

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Content Marketing, Strategy

July is an important month in our calendar. It marks the start of a new financial year and also marks that we’re halfway through the calendar year, making it a great time to pause, reflect and adjust our strategies for the upcoming months. It also plunges Melbourne into a frosty midwinter, meaning it’s officially time to bring out the umbrellas, padded jackets and lay that extra blanket on the bed.

 

This financial year, creating engaging content for your audience will be incredibly important. Developing consistent content will ensure you entertain, inspire, educate and inform your audience who are online more than ever before, due to the coronavirus pandemic.

 

Here’s how you can harness July’s days of note to create compelling content:

 

International Joke Day – July 1st

A day to encourage laughter as we hit the halfway point of the year.

 

Blog idea: X hilarious jokes to share with your family

Video idea: Use your iPhone to film your sales team telling their favourite jokes and post to your social channels

Competition idea: ask your Facebook community to either write or record themselves telling their favourite joke and tag your brand. Pick your favourite and the winner receives a prize chosen by you.

Infographic idea: X reasons why laughing is the best medicine

 

International Kissing Day – July 6th

A day to celebrate this simple but powerful gesture.

 

Blog idea: X interesting facts on how different cultures see the kiss

Social media idea: Encourage your social media community to send a ‘virtual kiss’ to someone they love but can’t see in person due to isolation or distance.

Spotify idea: Prior to July 6th, create a Spotify playlist featuring songs with the word ‘kiss’. Ask your community to nominate the songs they’d like featured on the playlist by posting to your Facebook page. Launch the playlist on International Kissing Day so your community can listen to it!

Competition idea: ask your Facebook community to get creative and write a poem or rhyme featuring the word ‘kiss’. The next day, choose your favourite poem and the winner received a prize chosen by you.

 

World Chocolate Day – July 7th

A day to indulge in everybody’s favourite sweet treat!

 

Blog idea: X easy chocolate recipes

Video idea: if you’re a builder, use one of your display homes or if you’re a developer, ask a builder partner if you can use one of their displays, to film a video where you make a chocolate dessert in the home’s kitchen. It can be a no-bake recipe if you don’t want to use the appliances, or any recipe that seems appropriate to you. Throughout the video, also highlight the key features of the display home’s kitchen – the island bench that features plenty of space to prepare, the soft-close drawers to store your utensils, the butler’s pantry to wash up when you have guests, the high-quality appliances. This video idea not only provides a fun, entertaining video for your followers, it also showcases the beauty of the display home. Just make sure the kitchen is thoroughly cleaned when you’re finished!

Infographic idea: X things you didn’t know about chocolate

Competition idea: Ask the chocaholics in your Facebook community to bake their favourite chocolate recipe and post a photo of it, tagging your brand. Choose the best, most creative or most decadent looking dessert as the winner, and offer a prize fit for a chocolate-lover. It could be a hamper filled with chocolatey treats, or a gift voucher for Haigh’s or the Lindt store.

 

World Emoji Day – July 17th

A day to appreciate the power of the humble emoticon.

 

Video idea: Use your iPhone to video your sales team talking about their favourite emoji and why.

Competition idea: Throughout the day, schedule a few posts whose captions are made up entirely of emojis. For each post, the first person to guess the sentence correctly is the winner! It’s up to you how many posts you schedule throughout the day, and what prize you give to winners. Make sure you let your community know about the competition a few days before it takes place to encourage participation.

Social media community idea: challenge your community to communicate using emojis as much as possible for the whole day!

Event idea: Host a community screening of the Emoji Movie. It’s up to you how and where you choose to screen it, but if COVID restrictions apply in your state, please abide by the rules. You may need to have a registration process so that only the first 20 or 50 people to register can attend, and ensure seats are spread appropriately for social distancing and sanitised before and after the screening.

 

National Cousins Day – July 24th and National Aunt and Uncle Day – July 26th

A day to celebrate your family connections near and far.

 

Blog idea: X local parks to visit with your family.

Social media community idea: encourage your social media community to share their favourite photos with their cousins on National Cousins Day and their Aunts and Uncles on National Aunt and Uncle Day, and write a caption explaining what they love about them.

Video idea: X easy DIY card designs to give to your cousin/Aunt/Uncle.

 

International Friendship Day – July 30th

A day to appreciate the amazing, supportive, caring friends in your life.

 

Social media community idea: encourage your social media community to share their favourite photos with their best friend and write a caption that explains what they love about them.

Video idea: X DIY gift ideas for your BFF

Competition idea: ask your community to write a short poem about what friendship means to them and tag your brand and the friend(s) it’s about. Choose a winner and give them a prize of your choice.

Spotify idea: create a Friendship Day playlist a week in advance and ask your social media community to nominate their favourite songs about friendship. Launch the playlist on the day so your community can listen!

 

National Avocado Day – July 31st

A day to celebrate every Melburnian’s favourite over-priced breakfast food – the avo!

 

Blog idea: X health benefits of avocado

Video idea: X easy, delicious avocado recipes

Competition idea: Ask the avo-holics in your Facebook community to make their favourite avocado recipe and post a photo of it, tagging your brand. Choose the best, most creative or most delicious looking dish as the winner, and offer a prize fit for an avo-lover.

Community idea: Buy a box of avocados and give one to each person who visits your display home or sales suite on National Avocado Day. This small, cute and unique gesture will definitely make your brand memorable!

 

Harry Potter’s Birthday – July 31st

A day to celebrate the world’s most famous wizard!

 

Blog idea: Top X films to watch in your home theatre

Video idea: DIY Harry Potter costume

Event idea: Host a community screening of Harry Potter. It’s up to you how and where you choose to screen it, but if COVID restrictions apply in your state, please abide by the rules. You may need to have a registration process so that only the first 20 or 50 people to register can attend, and ensure seats are spread appropriately for social distancing and sanitised before and after the screening.

OR

Host a community-wide Harry Potter quiz. You can do this virtually over Zoom, or host it at a community hub, of course ensuring that social distancing and hygiene regulations are strictly followed.

Competition idea: Throughout the day, schedule a few posts whose captions are quotes from a Harry Potter book or film. For each post, the first person to guess the character that says the quote is the winner! It’s up to you how many posts you schedule throughout the day, and what prize you give to winners. Make sure you let your community know about the competition a few days before it takes place to encourage participation.

 

We hope you’re filled with a tonne of inspiration to make July a fun, creative and compelling month for content!

 

If you’d like discover how Property Republic can help you deliver consistently valuable content, get in touch.

 

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Content Marketing, Strategy
Not all photoshoots of your project, product or community need to cost hundreds or thousands of dollars! Some of the most popular social media content are authentic photos and videos that are taken without immense planning or posing. In fact, most of us have a completely invaluable photo capturing tool sitting in our pocket – or bag! Our smart phones are handy photo-taking tools, especially when impromptu photo opportunities arise.  If your marketing team or agency has asked you to snap some quick pics of your project, don’t fret! We’ve got some
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Content Marketing
Trying to explain content marketing to property professionals over the past five years has been tough. “Why do we need content when people are lining up to buy a block?,” they would ask.For those brave marketers who understood the benefits, their projects not only achieved number one status during the boom but have managed to ride out the bumps of the past few months and are back on track, recording a ‘normal’ level of sales.I like reading what other content marketers have to say and this extract from an article
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