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Thought Leadership

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

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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