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Thought Leadership

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Content Marketing

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:



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.



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.



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.



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.



The Property Republic team are passionate about content marketing in property, and how it can be used to educate, entertain and engage audiences. We’re also passionate about sharing our property and content marketing knowledge with clients to help them refine their strategies and enhance the customer experience.


We are often asked to facilitate content marketing workshops to help teams generate content ideas, identify effective and relevant content types, pinpoint the metrics that matter and develop a plan of action to ensure the content marketing strategy is implemented effectively. We believe establishing this strategy with a workshop is the best way to form a collaborative approach and achieve team buy-in.


We recently hosted a content marketing strategy workshop for Stockland Queensland. Here’s breakdown of the process and outcomes:



With land, homes, terraces and townhomes situated in vibrant communities across Queensland, Stockland recognises the importance of every aspect of marketing. The Stockland Queensland marketing team sought to capitalise on the benefits of content marketing, which they plan to accomplish by conducting an in-house workshop.

Judi Carr, director of Property Republic, was engaged to organise and spearhead the workshop in Brisbane.



The Stockland Queensland marketing team have a varied level of content marketing expertise. Some understand its benefits in driving sales and positive customer sentiment and are leaders within the marketing team. Others have less experience and confidence. Like most property marketers, there is always word to be done so saving time

is a key driver.


Primary Goal

The workshop aimed to help the Stockland Queensland marketing team establish their content marketing strategy. It was designed so each team member would leave the workshop equipped with a strong understanding of the importance of content marketing in nurturing customers and building meaningful relationships with them throughout their purchase decision and beyond.


At the end of the workshop, the Property Republic team would provide a Content Marketing Playbook plus a content calendar template with key dates already included and a USB packed with helpful property marketing guides.



Property Republic started the project with a proposed workshop agenda, “Plan your entire 2021 content calendar in one day.”


The agenda covered the following topics:

  • The benefits of content marketing

  • Determine the different types of content

  • Create a buyer persona

  • Understand the customer lifecycle and how content can help nurture prospects to become purchasers

  • Create content pillars

  • Generate content ideas

  • Identify the channel plan

  • Learn storytelling in long and short form

  • Know how to engage the audience

  • Create sophisticated content on a budget including repurposing

  • Establish the right tone of voice for the brand

  • Work with team members to be best of breed


The Stockland Queensland marketing team were encouraged to register their interest to attend the workshop, along with their dietary requirements and preferred music. Registered participants received an email with an attachment detailing the workshop agenda.


The focus of the workshop was centred on establishing a solid content marketing strategy, including:

  • Ensuring the content strategy effectively responded to the customer lifecycle to achieve sales targets

  • Breaking down the current messaging to get the right balance between customer education and sales

  • Generating content ideas and re-purposing them

  • Knowing the different types of content and how to best distribute them

  • Learning the value of establishing metrics


Final Report

The workshop was successfully conducted, with Property Republic having delivered the agreed workshop outcomes. A Content Marketing Playbook was created, documenting Stockland Queensland’s content marketing strategy, along with a range of tips and insights. This document acts as a ‘source of truth’ and can be re-visited by all members of the Stockland marketing team to ensure the agreed strategy stays front of mind.


Post Workshop Feedback

At the end of the workshop, a survey was sent out to the participants. The feedback survey came back with the following results:

  • 100% of the participants said that the purpose of the workshop was articulated clearly

  • 100% of the participants said that the workshop exercises were articulated clearly

  • 100% of the participants rated the general atmosphere as above average

  • 100% of the participants gave the facilitator a rating of 5 out of 5

  • 100% of the participants said that they would recommend the workshop to a friend/colleague


Surveyed participants also stated that the workshop was successful in establishing the following ideas:

  • Clear goals for progress

  • Creating good content

  • From one great content idea you can create multiple types of content

  • Focus on using content as a sales conversion tool and a ‘cost saver’ in terms of less lead gen

  • Renewed enthusiasm for content creation

  • Utilising the content we do have to stretch it out across multiple platforms

  • How we can create our own nurture sequence

  • Stronger team connections

  • Thinking about relevant content through each stage of the buying funnel

  • Types of content and consistency


The Property Republic team loves using workshops as a tool to achieve alignment, identify areas for improvement and opportunity, and establish a path to accomplish long-term goals. Our expertly facilitated workshops result in a unified team approach to strategy development and project success. View our workshop offerings here.



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:




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.



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.




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.




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!



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.


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.


Content Marketing, Strategy

What is it?

Instagram’s newest feature, reels, allows users record, edit, and share 15-second multi-clip videos with audio, effects and new, in-app creative tools.


How property businesses can use reels

Since videos are such an effective content type, incorporating reels into your Instagram strategy can enhance your social media activity, offering a new way to entertain and educate your community. Some ways you can use reels to engage your audience include:


  • Display home walk-throughs

  • Working from home clips

  • Showcase amenities within the community

  • Client testimonials

  • Fun meet and greets with sales representatives and important figures in your community

  • Development and community updates

  • Behind-the-scenes footage from events

  • Ask homeowners to showcase their home in their Reels and tag your brand


Also consider how you can repurpose and reimagine your current assets. If you’ve got a suite of videos you’ve been using for social posts and stories, why not use these existing assets to create new reels? Or, if you currently post 5 Instagram stories a week, why not try posting 3 stories and 2 reels each week?


If you’re still unsure if using reels is right for your property business and need some advice, this blog might help you decide.


How to create your reels

Reels can be recorded one at a time, simultaneously, or through video uploads from a phone’s gallery. Users have the option to save the reel as a draft, change its cover image, add a caption and hashtags, and tag friends. 


Reels can be found at the bottom of Instagram camera. There are available tools on the left side of the screen to create the reel, including:


  • Audio: Search for a song from the Instagram music library. You can also use your own original audio by simply recording a reel with it.

  • AR Effects: Select one of the many effects in the effect gallery, created both by Instagram and creators all over the world, to record multiple clips with different effects. 

  • Timer and Countdown: Set the timer to record any of your clips hands-free.

  • Align: Line up objects from your previous clip before recording your next to help create seamless transitions.

  • Speed: Speed up or slow down part of the video or audio you selected.


How to share your Reels

If you have a Public Account, you can share your reel to a dedicated space in Explore, where it has the chance to be seen and discovered by the wider Instagram community. You can also share your reel with your followers by posting it to your Feed. When you share reels featuring certain songs, hashtags, or effects, your reel may also appear on dedicated pages when someone clicks on that song, hashtag, or effect. 


Instagram Reels vs TikTok

Reels can be likened to Instagram’s very own version of TikTok. Only time will tell if TikTok will meet the same fate as Snapchat when Instagram copied its iconic Stories features. 


For more information on using TikTok in property, check out our Marketing Clinic Webinar: Engaging with Millennial Platforms.



We recently conducted an industry wide Marketing and Sales survey to better understand the relationship between the Development, Sales and Marketing functions. The aim of the survey was to explore what pain-points exist around sales certainty and forecasting and where the industry’s strategic focus lies heading into FY21 and beyond.


According to the results, the top three MARKETING CHALLENGES faced by respondents include:

  1. Customer Conversion (32%)

  2. Customer Education (28%)

  3. Achieving Cut Through (28%)

If you’re struggling to enhance your conversions, education and cut-through, here’s some food for thought:


Customer Conversion

  • Increased conversion rates can be achieved by providing a number of meaningful touchpoints early on, ensuring your sales team is serious about data integrity and by making sure that follow-up is structured to address your customers’ needs, not just ticking a box. 

  • Having your customer’s lifecycle journey mapped will help improve their experience which will naturally lead to increased conversion and sales.


Customer Education

  • The customer lifecycle is a journey. Not all customers are ready to buy now. Educate first, sell second.

  • Consistently publish educational and entertaining content in a variety of formats – blogs, socials, videos, infographics, images.


Achieving Cut Through

  • A well-executed customer journey will help you achieve cut-through and stand out from your competitors.

  • Understanding your customer segments will help you create relevant, valuable content that solves your customers problems/pain points.

  • Knowing your customers interests will help you create content that turns heads. Do they appreciate Design? Community? Gardening? Cooking? Local night life?


We’d love to work with you to deliver customer experience, social media and content marketing strategies that will increase conversions, educate your audience and achieve cut-through. Talk to us if you’d like to start enhancing your property marketing customer experience efforts.


Discover more findings, insights and observations in our 2020 Marketing and Sales survey.


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.



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.


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.



Content Marketing, Strategy

You’ve created some highly engaging videos for your brand – but where should you post them? There are two popular video platforms you can utilise when it comes to sharing your content – YouTube and Vimeo – and it’s important that you’re able to identify if one, both or neither are suitable for your brand and the quality and style of your property videos.


Both YouTube and Vimeo require higher quality videos for a more immersive cinema experience and while they offer similar functions, there are also underlying key differences. Let’s take a look at these platforms more closely to help you decide if they’re the right fit for your video content.


A bit about each platform…




One of the most popular video sharing platforms, YouTube is also the second largest search engine, next to Google. It’s where users can watch, like, share, comment on, and even upload their own videos. Some of the most notable features of YouTube include:


  • Allows creators to earn money through showing advertisements on their videos

  • Anyone can join the site for free, although they do offer premium subscriptions to viewers

  • Video creators can join the platform’s partnership program when they have over 10,000 views




Created in 2004, Vimeo has become one of the most popular video-hosting sites in the past decade. Just like YouTube, this site offers users a place to upload, share and view high-quality videos.


  • Creators can make money by selling their video content to Vimeo on Demand

  • Users can join the site for free to enjoy basic features

  • Uploaders can choose among several subscription plans

  • No advertisements


Important comparisons


Upload Limit


YouTube allows users to upload an unlimited number of videos. However, their uploads are limited to 15 minutes per video for default accounts. In order to upload longer videos, you’ll need a verified account. For verified users, the maximum upload size is 128GB or 12 hours.


Vimeo has a range of plans that users can choose from to suit their needs, with each plan offering different abilities and limitations. Each plan has a specific storage capacity, with the limit ranging from 25GB to 5TB of storage each year.


Audience Reach


If you want to post to a platform with superior audience reach, YouTube is the place. To date, there are 2 billion active monthly YouTube users, compared to Vimeo’s 240 million.


Vimeo holds the distinction of being a community-driven platform. This means that while you won’t get the same traffic to your videos as on YouTube, you’re more likely to get loyal viewers who are genuinely interested and invested in your content.


Video Quality


YouTube gives freedom to users to upload anything they want, which means that videos of all qualities can be uploaded. Because of YouTube’s huge reach, even if you produced a video of exceptional quality, it could get lost in the clutter of less professional and lower-quality videos.


For more tips on how you can successfully engage and convert your audiences with video content, download our guide.


If you want to take a deep dive into Vimeo, read our blog.