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Thought Leadership

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

Strategy

In the blink of an eye, it’s time to start preparing for FY22/23.

 

The new financial year is the perfect time to reflect on the financial year that’s been, assess areas for improvement and implement innovative initiatives to drive further success and growth for the months ahead.

 

If you want to continue delivering a great customer experience and achieving your sales goals in FY22/23, here are some effective resolutions we suggest you implement:  

 

1. Refine your value proposition

What value do you offer for customers? What pains do you solve and what gains do you offer? Why would customers choose your project or product over your competitors’? And why wouldn’t they? Answering these questions and establishing a clear value proposition that’s understood by all members of your business is crucial in order to implement an effective marketing plan. For this reason, there’s no better time to solidify your value proposition than at the start of the new financial year. It will help you to clearly identify what strategies you can implement to really add value for your customer segments.

 

If your project could do with a Value Proposition or a revival to kick off FY22/23, Property Republic has put together a workshop that involves the whole project team, so you are sure to achieve alignment and buy in. Get in touch here.  

 

2. Embrace and enhance your digital presence

Digital solutions are non-negotiable, and their importance supersedes the end of Coronavirus restrictions. After relying on digital platforms heavily for the past few years, you can bet your customers will expect a great digital presence and experience from your brand from here on out. If you’re digital presence needs work, it’s time to prioritise it now. 

 

3. Put your customers first

If the customer isn’t already positioned at the forefront of all your initiatives, they seriously need to be. In a market where customer expectations are rising exponentially (and rightly so when they’re making the biggest purchase decision of their lives), it’s essential that you develop an effective customer experience strategy that covers every touchpoint. 

 

Sales people: you need to make capturing customer data a priority. Ask questions and record information that will help the marketing team make great marketing decisions. 

 

Marketers: you need to own the customer experience in the project lifecycle and utilise external experts to help you deliver market-leading strategies – above, through and below the line as well as at the front line.  

 

4. Deliver clear and consistent communication

Whether internally, or between brand and customer, lines of communication need to remain transparent. Communicating openly, honestly and as often as possible with your customer is the key to establishing relationships based on trust. This is especially crucial when it comes to delivering bad news. For some ideas on how to best communicate bad news – such as title delays – to your customers, read our blog.

 

Effective communication works both ways, so embracing and responding to feedback from your customer is just as important as delivering information to them. This financial year, ensure that you’re providing your customers with an opportunity to provide feedback on your product or service; and be open to criticism. The insights you receive from your customers hold all the answers as to how you can make changes that will enhance the sales process. You can gather this feedback through incentivised questionnaires or surveys that are sent out to your database via email. Communicating with your customers requires minimal investment but reaps wonderful rewards, so it’s definitely worth implementing.

 

Opening the lines of communication within your internal team is also essential to ensure each staff member is working towards a common objective and that your sales and marketing personnel are aligned. If team alignment is something you’d like to achieve in FY22/23, we have the perfect workshop – so get in touch!  

We all know that following through with new year’s resolutions becomes a challenge as we sink back into our usual habits. To ensure your new financial year resolutions stick and maximise growth, productivity and success for your property business, be sure to reflect, reassess and refine your goals regularly.

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Customer Experience

Gone are the days of the linear customer journey. Technological advancements and evolving trends and customer expectations mean that customers can go through multiple journeys in their buying process, and can move backwards, forwards and jump steps in the customer journey.

 

These journeys can happen anywhere online and offline; social media, websites and apps on desktop and mobile. As well as in person, at home or on the train.

 

The fluid nature of the modern customer journey makes it essential for marketers to have a solid understanding of where their prospects and customers are sitting in their journey, and a plan for what communications they are going to receive next.

 

What is a Customer Journey Map?

 

This term refers to the visualisation of a consumer’s experience with your brand and the sentiments they are expressing. It will show you how your prospects convert into customers, from the moment they initially interact with your brand through to their decision to purchase, and beyond.

 

The Customer Lifecycle

 

Property Republic developed a customer journey map, which we call the Customer Lifecycle. It flows through the following stages:   

 

Awareness

In the Awareness Phase, prospects are searching for information about your brand, services, project or products. Your brand needs to focus on building authority via high-quality content housed on your website, in a variety of formats. Consistency and velocity are key. Think about developing content that builds trust, high quality blogs that build brand awareness and referrals from customers and builders. Share this content via search engine and social media marketing plus other relevant media.

 

Interest and Intent

During the Interest and Intent Phase, prospects are considering your project or products, and comparing them with others, to see which meet their needs the best.

 

Work with your sales team to develop a best practice phone follow-up conversation. If you have more than one sales person, assign calls with prospects to the strongest team member. The purpose of the call is to make a time for the prospect to visit your sales centre or participate in a conversation where the sales consultant can gather additional information that will help the marketing team make better decisions. Entertaining and informational videos or Facebook Live streaming are helpful at this stage and are complemented by email marketing using educational content, e-books, testimonials and case studies to ‘convince’. Any email should have obvious calls to action for booking an appointment or sales call, plus links to relevant product. Support this activity with digital ad campaigns through Facebook and Instagram.

 

Decision

In the Decision Phase, prospects turn into customers – they choose your product. If the previous stages are done correctly, your content has built a great presence, you offer a solid product and service, and your team has answered every question, the prospect should buy. Here’s where other disciplines, apart from marketing and sales, are important. If your buyer has been reading about delays in construction, poor service and promises not kept, you have not played your role and delivered what you promised, which makes it very hard to get a sale over the line. During the decision phase, a product that meets the buyer’s requirements is presented (digitally and in person), they receive an in-depth presentation, all the legal information is explained and accessible and they feel confident in your brand.

 

Loyalty

Customers only enter the Loyalty Phase if their customer experience (and your product) has exceeded their expectations. Brands need to be focused on great service, delivering a great product, following up and checking on client happiness levels, and repairing any reason for dissatisfaction. You can do this by:

 

  • Follow-ups and seasonal check-ins: build relationships without being pushy

  • Sending gifts and thank you messages

  • Email marketing: nurture buyers’ loyalty by sending them your new guides, blogs and customer/team stories

  • Blogging and content

  • Retargeting ad campaigns with stories (announcements) to reinforce their purchase decision

  • Asking for referrals

 

Why You Need a Customer Journey Map

 

One of the best ways to align your consumer-centric business approach with your team efforts is to create a consumer journey map. This can help you work towards a great customer experience, increasing your revenue in the process.

 

A customer journey map will allow you to target and personalise your engagements with consumers. You can use their preferred channels and personalise messaging according to their position within their journey, their needs and expectations.

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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:

 

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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Customer Experience, Strategy

With the oldest members of Generation Z now in their mid-20s, they’re entering the world of employment and home ownership. This opens up opportunities for property brands to capture this generation for the first time. But first, property businesses need to have a solid understanding of their habits, expectations, behaviours and motivators.

 

The Property Republic team recently read and unpacked GWI’s Generation Z report, which dives into the latest trends among this generation.

 

Unsurprisingly, some of the most noticeable trends involve social media, sustainability, video and audio streaming, and brand authenticity.

 

Here are six important considerations for property businesses wanting to capture Gen Z homebuyers.

 

1. Focus on social media

As the first generation to grow up with smart phones and social media at their fingertips, it’s no surprise that harnessing these platforms is a must for brands looking to engage Gen Z buyers. In fact, when it comes to discovering new brands and products, social media is the go-to platform.

 

“Gen Z are more likely to discover products on social than search engines. Social media has become something of a “one-stop-shop” for Gen Z; a place they can discover and buy products without ever having to leave the app. It’s a reminder for brands that haven’t already to strengthen their social media presence on Gen Z’s favourite platforms and take advantage of shopping features where they can.”

 

Key Considerations for Property Businesses

  • What can you do to enhance your social media presence?

  • How can you help Gen Z homebuyers start their purchasing journey on social media?

 

2. Communicate your eco initiatives

Gen Z are a generation of eco warriors – they care about the eco-consciousness of the brands they purchase from, and the eco-friendliness of their products. Property businesses who want capture and appeal to Gen Z purchasers need to clearly communicate their eco efforts, and do so in an authentic, honest way.

 

“Brands need to ensure they’re doing more behind the scenes too. Eco-consciousness is an absolute must-have for those trying to reach Gen Z. Most importantly, brands need to be authentic in their approach and take this matter seriously…For older generations, sustainability is a personal thing; for Gen Z, it’s political.”

 

Key Considerations for Property Businesses

  • How does your property businesses promote sustainability and eco-consciousness?

  • What eco-friendly initiatives do you have in place, and how can they be communicated?

  • What new initiatives or partnerships can you put in place to enhance your brand’s commitment to sustainability?

 

3. Position your product as a smart investment

GWI’s report indicates that Gen Z are keen savers and investors, with 68% of participants stating they have cash/savings. This creates a great opportunity to communicate the benefits of entering the property industry to a cohort that understands and appreciates the value of smart investments.

 

“With nearly 4 in 10 Gen Z now in full or part-time roles, they’re quickly making their mark on the working world. Describing themselves as ambitious (40%), adventurous, (42%) and confident (47%), it’s little wonder why being successful or financially secure sit among the top 5 values most important to them.”

 

“Since Q4 2020, the number who own any kind of savings/ investments has risen 27%, driven mostly by cash/ savings funds, stocks/shares, and cryptocurrency.”

 

Key Considerations for Property Businesses

  • Create a series of videos or seminars that discuss the financial benefits of being a homeowner. Position your product as a smart investment. Invite financial experts to offer their insights and opinions.

 

4. Advertise on audio platforms

If appealing to Gen Z audience is your big objective, it’s time to swap radio ads for podcast ads. Learn more about advertising on Spotify here.

 

“Podcasts have also struck a chord with Gen Z. In 8 markets, 39% say they listen to mostly, or exclusively podcasts. This is more or less equal to the number who say the same for music (32%), showing just how important this form of audio has become. In fact, Gen Z worldwide are now almost equally likely to discover new brands on music streaming or podcasts. To get the best results out of ads on podcasts, however, brands may want to give hosts more creative freedom – with Gen Z listeners preferring hosts to do ads in their own style.”

 

Key Considerations for Property Businesses

  • Do your research on the most popular podcasts for your Gen Z audience. Develop a strategy to connect with and advertise on these channels.

  • Ensure your audio ad message is specifically designed to appeal to Gen Z listeners.

 

5. Instagram is essential…and TikTok is next!

It’s no secret that Instagram is the platform Gen Z-ers go to when they’re looking to learn more about individuals, brands and their products. If you want to appeal to this scroll- and swipe-addicted generation, having a strong Instagram presence is essential. And if you want to stay ahead of the curve, it may be time to jump on the TikTok bandwagon – it’s not going away anytime soon!

 

“Instagram is still both Gen Z’s most used and favourite social media platform but that could change as TikTok continues to make rapid growth.”

 

“While Instagram still leads by some margin when it comes to users performing a number of actions – Gen Z are distinctly more likely to use TikTok when searching for funny content, demonstrating just how effective the short-form video format has become.”

 

Key Considerations for Property Businesses

  • If you’re not on Instagram yet, but want to attract Gen Z homebuyers, it’s time to get on board. Start by establishing your Instagram strategy and plan how it will tie in with your overall content marketing and customer experience strategies.

  • If you are on Instagram, how can you enhance your presence to stand out from the competition?

  • Consider how you can make your Instagram content more engaging and relevant for a generation that enjoys short-form video content.

  • If you’re not ready to jump on TikTok, start exploring different Instagram features that appeal to Gen Z, like Reels and IGTV.

 

6. Be authentic and relatable

If Gen Z can’t relate to your brand, product, people or content, then they’re not going to consider purchasing from you. If you’re looking to increase your appeal to Gen Z buyers, it’s time to start establishing a brand personality that’s authentic and relatable to this cohort.

 

“What’s key is authenticity…41% of Gen Z social media users, in 7 markets, most want to see content that’s relatable to their situation.”

 

Key Considerations for Property Businesses

  • Across all marketing channels, create a brand personality that is relatable for Gen Z. Get young sales team members to star in authentic videos that offer tips for entering the property industry and buying your first home, or the benefits of buying land and building.

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Customer Experience

Harnessing consumer data to deliver an incredible customer experience is a notion that the Property Republic team continually emphasises for our clients.

 

Sales teams have the potential to acquire a range of meaningful data on prospects and customers, to help elevate their interactions and stand out from the competition.

 

We recently read an article in Marketing Mag that discusses how brands can stand out in an increasingly crowded market. Here are the main findings:

 

Two out of three customers believe brands do not care about their needs

What worked in the past will not optimise the present. Customers’ expectations have never been higher, and outdated campaign tactics, broad-based segments, and scripted journeys no longer work. The average campaign, in any market, gets less than a 1 percent response rate. That means 99 out of 100 people ignore every communication sent by a business. It’s why opt-outs and unsubscribes are continuing to soar. Businesses are prioritising what they want to sell, rather than what customers actually need.

 

Key Consideration: Sales teams must find out what prospects and customers really need by asking the right questions. Marketing teams can help customers receive the information they’re looking for through effective segmentation and targeting.

 

Success comes from when every interaction builds on the last one and earns the next

To keep customers, businesses need to connect. Look at the connection and ask if it’s relevant, contextual, timely, and empathetic. To do that, they must tap into first party data. Then use this to personalise every customer journey. Take advantage of what you know about your customers, and what customers are telling you, to improve their journeys. 

 

Key Consideration: Map out your customer journey from start to finish, pinpointing each customer touchpoint along the way. What content or information needs to be provided at each interaction? How can you use your customer’s data to make each interaction exceptional?

 

Engage with empathy

To engage each customer as an individual requires businesses to get beyond traditional product-push mindsets and instead be able to pivot to things like service or retention in the moment, as customer’s needs change. To engage with empathy requires adaptability.

 

Key Consideration: Your job is not done once the contract is unconditional. Think about how you would like to be updated if you pre-ordered something precious and there was a 12-month wait. This is a great time to educate, entertain, inform and reward.

 

Businesses that have adopted real-time personalisation are seeing amazing results

There are plenty of global brands leading by example, proving that change isn’t coming. It’s already here. Commonwealth Bank of Australia (CBA) is making next best action decisions 24 million times every single day across 18 channels. Sprint has reduced churn to the lowest levels in company history while increasing upgrades by 8X. Meanwhile, health insurer Achmea has unified their inbound, outbound, owned, and paid channels with one central brain to deliver an 85% save rate when using next-best-action recommendations.

Brands that can lean in and make real-time personalisation a reality will continue to reap the rewards, while the others will be left behind.

 

Key Consideration: Real-time personalisation is a way to automatically deliver tailored content to different groups of visitors to your website. If you’re using buyer personas, you probably already tailor your email content and other marketing communications to address what you know about each persona. And it makes sense to take that approach with your website, too.

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Customer Experience

The Property Republic team recently unpacked the Customer Experience Company’s annual Global CX Trends webinar, which brought together two CX leaders with over 25 years of experience. The panel featured the Founder and Managing Director of The Customer Experience Company, Raj Mendes and Founder of The CX Academy, Ireland, Michael Killeen.

 

Together they joined forces to discuss the emerging trends in the Customer Experience world and provide tips on how companies can turn these trends into opportunities. 

 

Trend three explores the return of Employee Experience (EX).

 

Here’s what was discussed:

 

Happy and empowered employees create delighted customers, which increases repeat purchase and advocacy, and ultimately delighting shareholders. Employees are a vital link in the connection between customers and shareholders; this is why Employee Experience is so important and COVID-19 has catapulted this essential need for every organisation to an even more significant level. 

 

There are three components to having good Employee Experience: 

  • Employee value proposition 

  • Workplace wellness 

  • Functional success 

 

Employee Value Proposition is key and needs to be grounded in the company mission and purpose. A good EVP is what makes a team member get up out of bed in the morning, excited about the work they are doing.

 

Workplace wellness plays an important role. The new workplace is hybrid, people can and will continue to work from home, so understanding and defining what workplace wellness means for your organisation must be a focus. 

 

Functional success is all about setting up your organisation so employees can easily get done the jobs they need to do, setting themselves and your organisation up for long term success.  

 

Just as good CX is grounded in building an emotional connection with your customers, good EX should do the same. In order to get to this place of emotional connection, the mindsets, tools and philosophies in this new school of CX need to be applied with just as much rigour in designing your EX. 

 

As your organisation emerges from another period of disruption and you forge your way into the new year, keeping these three CX trends at the forefront of your mind will allow you to enter 2022 with success.

Key considerations for your property business:

 

1. Do you have an Employee Value Proposition? If not, start thinking about how you can establish an experience that delights and motivates your employees.

2. Does your team spend too much time on a spreadsheet or reporting and not enough time delivering value to your customers? Maybe the problem is that your systems don’t support your reporting requirements. Time to take stock!

3. Have you forgotten how to innovate because it was too hard during COVID? Get your thinking caps on and generate ideas on how to differentiate your project.

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Customer Experience

Global CX Trends in 2022: Part 2

 

The Property Republic team recently unpacked the Customer Experience Company’s annual Global CX Trends webinar, which brought together two CX leaders with over 25 years of experience. The panel featured the Founder and Managing Director of The Customer Experience Company, Raj Mendes and Founder of The CX Academy, Ireland, Michael Killeen.

 

Together they joined forces to discuss the emerging trends in the Customer Experience world and provide tips on how companies can turn these trends into opportunities. 

 

Trend two explores the new school of CX that’s emerging.

 

Here’s what was discussed:

 

Over the last 10 years we’ve seen a focus on CX Artefacts: Personas, User Journeys, Archetypes and Personas, and of course, Customer Journey Maps. Journey Maps originate from process engineering and obsessions on topics like NPS for measurement. While both have a place, as we move into a world with greater complexity, traditional techniques and solutions will not cut it.

 

The problems organisations face now are more strategic, and in order to solve them as CX practitioners we need to be true ‘Systems Thinkers’ considering the systems in which the problems exist and their effects beyond themselves. We must expand the source of our thinking, broaden our mindsets, philosophies, disciplines, tools and techniques. We also need to leverage adjacent practices such as human centred design, visual and creative design, strategic design and tap into ways of working such as Agile and Lean Start-Up.

 

CX also needs to be anchored in the right problem solving methodology. Up until now we have seen many organisations increase their investment in CX, but have not reached their goals for a lack of ‘action planning’. While you cannot stay in the planning space forever, with this new school of CX emerging, the focus needs to be on defining the right problem, so you can take the right action and operate better and quicker.

 

The goal is to strengthen our practitioner’s toolkit, where each organisation is better equipped to navigate the world of CX, the ways that they work, the practices they employ and across every facet of their organisation. Ultimately, we need to understand how each plays a part in delivering great Customer Experience.

 

Key considerations for your property business:

 

1. Have you mapped out your customer journey for 2022 and beyond? If not, it’s time to get cracking!

2. What gaps exist within your current customer experience, and how can these be filled?

3. If the market is softening in your region, does your marketing and sales plan reflect how you will achieve market share without discounting?

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Customer Experience

The Property Republic team recently unpacked the Customer Experience Company’s annual Global CX Trends webinar, which brought together two CX leaders with over 25 years of experience. The panel featured the Founder and Managing Director of The Customer Experience Company, Raj Mendes and Founder of The CX Academy, Ireland, Michael Killeen.

 

Together they joined forces to discuss the emerging trends in the Customer Experience world and provide tips on how companies can turn these trends into opportunities. 

 

Trend one explores how organisations are facing more complexity.

 

As panelist Raj Mendes said, “It’s no accident [that] ‘complex’ begins with C and ends in X”

 

Here’s what was discussed:

 

Today, organisations are facing more complexity than ever before as the global economy undergoes the greatest technology transformation in history. 

 

There are at least 5 innovation platforms that are highly advanced and working in parallel: 

  • machine learning / artificial intelligence, 

  • genomics, 

  • robotics, 

  • energy storage, and 

  • blockchain.

 

These platforms are making this one of the most transformative periods in history, just like but bigger than the late 19th century with the emergence of internal combustion engines, electricity and radio. It’s exciting, but it is also incredibly challenging for many industries and organisations, and as we have already seen, many organisations will adopt these technologies but execute on them poorly, leading to a poor customer experience.  

 

These platforms will do one of two things, either they will have a great positive impact, pushing industries and experiences forward into the future, or they will be destructive. The stakes are high and you’ll either see a compounding effect with exponential pain or, if you get it right, you will achieve exponential gain. 

 

To stay ahead of this complexity, you need to understand gaps in the market you play in, what your customers need, and what they value before fulfilling them. Remember also that your ‘customers’ are not just those who purchase or use your offering. Define your ‘customer’ as anyone who your organisation offers value to; the customers themselves, your stakeholders, employees, suppliers. Each and every of these customers’ needs and values can be innovated for. 

 

Starting by understanding those needs and values will allow you to use these platforms in the right way to enable the development of new products, services, and experiences that deliver value back to your customers. 

 

Key considerations for your property business:

 

1. What are the gaps in the market, and how can you fill them?

2. What do your customers need, and how can you meet these needs?

3. What do your customers value, and how can you deliver on these values?

Remember – customers aren’t just people who have purchased from your brand. The term encompasses anyone who your property business offers value to.

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Customer Experience

The Property Republic team recently read and unpacked the 2022 Trend Hunter Report to see how property brands can stay ahead of the curve and respond to changing expectations and behaviours. Here are the report’s top 3 customer experience trends, insights and key takeaways your property business needs to be aware of:

 

1. Shoppable experience

Brands create in-person or virtual experiences that consumers can shop in.

 

Trend: Shoppable experiences are the newest way that companies are curating unique branded experiences for customers. These experiences include everything from shoppable hotel rooms to cooking shows.

Insight: Consumers increasingly expect that brands match their lifestyles and social media consumption habits when trying to relate to them. These more authentic interactions breed brand loyalty among consumers.

 

Takeaway: How is your brand creating innovative shopping experiences for customers?

 

2. Shoppable Room

Brands are utilising virtual home experiences as medium for retail.

 

Trend: Companies are launching virtual home shopping experiences to market products during the COVID-19 era. These gamified platforms are engaging with playful interactivity and comfort aesthetics that entertain consumers and also allow for the visualisation of a product in one’s space.

Insight: As government-imposed COVID-19 measures are highly restrictive to brick-and-mortar retail, individuals have turned to online shopping for their daily needs—whether that is because they want to play it safe or save themselves the hassle. Aware of the potentials of technology in virtual environments, many are looking for digital experiences that are immersive and this demand arises from a consumer need for entertaining distractions during a difficult time.

 

Takeaway: Conceptualise an immersive retail experience for online environments.

 

3. One-to-One Retail

Stores serve one customer at a time to give safe, ultra-custom experience.

 

Trend: The retail industry has seen a lot of transformation in light of the pandemic. One recent development is the growth of storefronts or services dedicated to limiting the shopping experience to two people: the retail worker and the customer. This is being executed virtually as well as in person and has the benefits of both safety and full personalisation.

Insight: The idea of personalised, consultant-based services in the retail industry is not necessarily new; however, because it is more specialised and doesn’t maximise employee time, it has historically been a service reserved for luxury big-ticket purchases. This model’s safety benefits make it an attractive option to make accessible for all in the new normal. In addition to reducing face time, one-to-one experiences also grant consumers a relationship-fuelled experience.

 

Takeaway: How will you satisfy the opposing consumer need for experience and safety within the ‘new normal’?
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Project Marketing, Strategy

It all starts with the customer.

If your project is in the infancy of its brand development, there is an ideal opportunity to design and finesse the customer journey from the get-go.

 

Refining the customer journey will inform key decision making for the overall project and marketing strategy. This will help to reduce the cost of sale in the long-term and increase certainty in sales.

 

Property Republic has developed a model and methodology that, with input from the internal project team and external partners, will enhance the customer experience, engage prospects, purchasers and residents, and create a vibrant community – leaving a positive legacy for the developer’s brand.

 

 At Property Republic, we take a holistic view of project marketing that creates consistent results, increased control and better conversion. Our approach dives deep into the strategy, standards and structure required to achieve sell out success.

 

We use nine ‘accelerators’ to develop the road map to this success. These accelerators have been developed by our Founder Judi Carr, a property sales and marketing sage with over 25 years’ experience.

 

We are certain that our measured approach will deliver more qualified leads to the sales team at a cheaper cost per conversion and anticipate that our methodology will upskill your project team every step of the way.

 

Our Nine Accelerators for Success

1. Value proposition
Understanding your value proposition allows your project team to align future decision making and initiatives with the core purpose of your project. This is where we conduct a workshop with your project team to define the Value Proposition.

 

In this workshop, we will identify the pains and gains of three customer segments you want to focus on. From here we will align them with what’s on offer at your project to truly identify the project’s value proposition.

 

2. Project lifecycle framework
Nurturing your leads through the project lifecycle helps attract a more qualified lead, at a cheaper cost per acquisition and conversion. Once your value proposition is defined per segment, the lifecycle plan is the most important approach to continual and steady success of the project. Our work in this area includes:

 

– Developing the customer experience map per segment
– Developing the content nurturing strategy per segment
– Developing the range of presentations required such as builder, sales centre, Zoom, email, telephone, shopping centre
– Identifying areas of digital execution and automation
– Developing the sales follow-up plan


3. Lead generation
The Lead Generation Blueprint will provide your project with a range of tools for use throughout the life of the project. These include the following strategies:

– Signage hierarchy (what signs with what messages are used where)
– Builder engagement
– Customer referral
– Media buying
– Events

4. Community contribution

A strategic approach to community development aligns community needs and project resources to produce tangible, sustainable benefits.

 

From a new development point of view, community development can be defined as the soft and hard infrastructure that creates a sustainable community. The Community Development Plan will explore the following elements:

 

– Community brokerage
– Build capacity
– Linkages and networks
– Partnerships
– Physical form


5. Product and pricing
Larger residential communities sometimes present the opportunity to create precincts that allow for different product price points and aesthetics. The Precinct Strategy explores:

 

– Strategic locations
– Hard and soft landscaping treatments
– Lot mix
– Housing product design guidelines
– Price point differentials
– Sustainability initiatives
– Access points
-Relationship to nearby facilities
-Timing

 

6. Celebrated launch
Planning a project launch involves the project team working towards a common goal and is not only the responsibility of the sales agency, but also the infrastructure providers, creative agency, landscape team – the entire project team. It’s essential to document expectations in a Launch Strategy and Plan.


7. Market leading strategy
After identifying the:

 

– Value Proposition
– Project Lifecycle Framework
– Lead Generation Blueprint
– Community Development Plan
– Precinct Strategy
– Launch Strategy and Plan

 

we document the marketing and sales strategy or, as we like to call it, the Game Plan. The Game Plan will bring all the information together and become the reference point for the project team.

 

8. Consumer consciousness
Having access to data and being able to interpret and analyse it for the ‘so what’s’ is an imperative part of making great marketing decisions.

 

Our experience tells us that every week within a project team, someone asks for an additional piece of data, which results in lengthy reports being created for one person’s pleasure, which eats up time and resources.

 

Agreeing upfront what needs to be reported, how often and for what purpose can save time and money and allow decision makers to make great sales and marketing decisions.

 

9. Keeping on track
It’s important to keep on track and continue the momentum gained by a successful sales launch. And within each development business, it’s vital to build capacity so that there is continuity in strategy and messaging. The Property Republic team checks in on a monthly basis for the first six months.

 

Want to discuss how we can use our Genius Model to propel your project towards success? Get in touch!

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