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Thought Leadership

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

Project Marketing

The beginning of a new year is always a good time to re-assess and re-align your internal teams and strategies to ensure you’re on your way to achieving your sales and marketing goals. The Property Republic team are passionate about developing effective strategies and we’ve got some tips to help you ensure you’re setting your brand or project up for success in 2021 and beyond!

1. Know your numbers

Re-visit and develop a deep understanding of the profit and sales targets, and how your marketing efforts are going to help achieve them.

2. Have a documented customer experience (CX) strategy

Ensure your CX strategy delivers on the value proposition, demonstrates a clear understanding of your customer and how they move through the project lifecycle. The development of your strategy needs to involve the marketing, sales, design, development, customer relations and community teams.

3. Take a moment to review the customer journey

Put yourself in your customers’ shoes – from online enquiry, to sales office visit and follow up, what is the customer experience like? What tweaks can you make to ensure a positive brand experience? How can you stand out from your competition?

4. Get savvy on social media

The members of your sales, marketing and development teams are holding epic content-creating weapons in their hands – their smartphone! Two minutes, a steady hand, a smart phone and a willing sales representative is all you need to create a short and informative video to post across your social pages.

 

5. Developers – re-engage your builders

You can do this by inviting them to site and providing an engaging presentation informing them on all the benefits of your project – such as simple building guidelines. This will help to keep your project top-of-mind and could result in increased builder referrals.

 

6. Refresh your digital listings

Are your images up-to-date? Are your listings up-to-date? Is the available stock accurately represented? Are your USPs outlined? What call to action do you have on the page?

 

 

For more insights and information, we have an entire library of free resources for you to explore.

 

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Customer Experience, Strategy

Developing a strategy is a crucial step for any new project, initiative or venture.

 

In order to set your project up for success, you need to have a documented strategy that delivers on the vision and value proposition, demonstrates a clear understanding of your customer and how they move through the project lifecycle. This then influences the brand development.

 

Your strategy will have a greater chance of succeeding if the whole team is on board with a thorough understanding of the value proposition and their individual responsibilities. This means that the development of your marketing strategy needs to involve the marketing, sales, design, development, customer relations and community teams.

 

Start with the objective

 

Let’s face it. A development business exists to make a profit. A marketer that can think in terms of achieving sales and delivering profit is worth their weight in gold. The best development businesses that consistently make a profit are the ones with the customer at the centre of their thinking.

 

Your marketing objective should be along the lines of:

 

Attract our target audience through measurable lead generation activity, nurture them using educational and entertaining content, delivered utilising technology and an integrated marketing, sales, customer relations and community experience to convey our brand promise. This will ensure we achieve:

 

  • XX sales by DD/MM/YYYY

  • Profit of $XX

 

Then outline the strategies you will use to deliver on the objective. Some ideas around strategy categories:

 

  • On-site customer journey

  • Digital customer experience

  • Collateral

  • Content

  • Lead generation

  • Events

  • Launch

 

Example: Lead generation

 

Our lead generation target is XX new leads per week (based on a XX% conversion to sale) and will come from the following mediums:

 

  • Social campaigns

  • Digital advertising

  • Strategic signage

  • REA listings and project page

  • Builder referrals

  • Customer referrals

  • Search engine marketing

 

Note: Sales suite visits or your website is not a lead generation method. People don’t just wake up one day and know you have a sales centre or type in your website URL. They are prompted by some type of advertising. Each of these sub-categories should then have action items, responsibility allocation and due dates listed.

 

For more insights on how to ensure your new project is set up for success, download our free Project Marketer’s Handbook.

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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.

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Strategy, Workshops

Property businesses are currently navigating new territory. 

 

Visiting display villages and land sales centres or attending community events are no longer options for customers on their property buying journey. To cope with the new norms of social distancing and working from home, many businesses have had to adapt the way they operate and how they reach and connect with customers. 

 

In order to equip property businesses with the insights they need to adapt to this new normal, Property Republic recently launched a series of webinars, called Marketing Clinics. 

 

Covering a range of content marketing, customer experience and property-focused topics, our Marketing Clinics have acquired a number of loyal participants (who we like to call our webinites) who have shared some encouraging feedback: 

 

‘’I have really enjoyed the Property Republic Marketing Clinics. Judi and her team are experts in their field and it’s great to get their insights through their clinics.  I’m looking forward to putting the knowledge I have gained into my marketing strategies’’

Rachel Glass, Project Marketing Specialist, Core Projects

 

 

 

 

 

 

 

Having worked with Judi since 2017, one of her greatest qualities is her generosity to share her wealth of knowledge to anyone who will listen. Judi and the team at Property Republic are the content marketing and customer experience experts in the property industry, and to have access to their free marketing clinics is marketing gold.”

Monika Pilekic, Head of Marketing, Lifestyle Communities

 

 

 

 

 

We’re excited to continue welcoming both returning and new attendees who are seeking to enhance their marketing efforts and also appreciate that our webinites are learning new things and sharing this with us. 

 

Click here to catch up on our Marketing Clinics to date and if you’d like to participate in future Marketing Clinics, sign up to our newsletter and follow us on social media to make sure you receive all the details.

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Customer Experience
Today is Random Acts of Kindness Day. It’s not a day I’ve ever taken notice of before, but as I began planning February content for Property Republic and our clients, I started to wonder how we could use this key date to generate content. It then got me thinking about what random acts of kindness I’ve experienced in the property industry – but as a 23-year old who still lives at home, my experience in purchasing property is non-existent.I did, however, recall an experience my parents had during my childhood,
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Lead Nurture
Social media is an integral part of your digital marketing strategy. Utilising it effectively can help to propel your marketing goals into action and produce great results. Here are 6 benefits you can experience when you implement a comprehensive social media marketing strategy:    1. Increased brand awareness Social media is one of the best tools to achieve online awareness for your property business. By utilising social media marketing, you’ll be able to expand your audience reach and boost your engagement. The more people who know and learn about your
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Customer Experience
I recently completed some study on customer experience (CX) strategy. When I talk to different property businesses, I am often assured that they have a CX plan. Excellent news.According to RMIT, CX strategy is “keeping the promises you’ve made to customers”. This means you need to continually check your understanding of what your company has promised, is promising, and will promise its customers and look for ways to do this better.To help you achieve this, here are five Cs of tactics and approaches that you can use to take your
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Customer Experience
Are you guilty of any of the following?Continuously posting FOR SALE or DISCOUNT shouty messages on your social mediaSending an EDM with a subject line that screams HURRY DON’T MISS OUTMarketing selling messages, not educational information.Don’t worry, you’re not alone.Now consider your customer and what causes them frustration, or what they perceive as a roadblock to them buying a home.These are referred to as pain points and they can occur at any or all stages of a customer’s interaction with your business or, sometimes, before they even start their journey.By
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Customer Experience
A week is a long time in property marketing, never mind a year. So why should we start targeting and nurturing the next generation of homebuyers now?Content marketing is definitely a long game. Instead of monthly KPIs and short-term campaigns that come and go with the business priorities of the day, success in content marketing is often measured in months or even years.Even so, many marketers might balk at implementing a strategy designed to produce results more than a year later — long after the current team, even the current
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Customer Experience, Lead Generation
There’s a myriad of initiatives you can help your sales team to undertake that will engage prospects with minimal to no spend. Your sales team need to be the ultimate experts of your project, and their knowledge and expertise must be consistent across the board to encourage reliability and trust. Here are some ideas to lead the sales team toward making sales without spending a fortune:1. Perfect the sales presentationDetermine your project’s unique selling proposition and key points and develop a consistent presentation across the entire sales team. You can
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