Your address will show here +12 34 56 78

Thought Leadership

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

Strategy

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.

0

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.

0

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.

0

Strategy

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.

0

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.

 

0

Content Marketing, Strategy
The Property Republic team do a lot of mystery shopping for clients. Part of our mystery shopping efforts involves joining developers’ and builders’ SMS databases to receive promotional and advertising materials. It may not come as a surprise to know that during our mystery shopping process, we receive a range of messages that are highly sales orientated, not personalised and lacking in their ability to make a connection with the recipient and deliver meaningful messages. These ‘new land release’ and ‘5% deposit’ texts that bombard recipients not only leave them
0