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Thought Leadership

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

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

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, Strategy

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 4 consumer priorities trends, insights and key takeaways your property business needs to be aware of:

 

1. WFH Prosumer

Consumers who are working from home are opting-in for more powerful tech products.

 

Trend: Prior to the COVID-19 pandemic, specialised tech appealed to prosumers and professionals in the tech sector. Now, these products are becoming more accessible to everyday consumers who find themselves working from home for extended periods of time.

Insight: As many consumers continue to work from home due to the ongoing health pandemic, they are looking for ways to enhance their experience. This is connected to a desire to be comfortable in one’s productivity, while also minimising the risk of common issues pertaining to connectivity and presentation. Succeeding in this allows consumers to feel more confident in their day-to-day and to stay motivated during a difficult time.

 

Takeaway: How can your property brand assist consumers working from home?

 

2. Boomer Tech

Apps that are typically used by younger demographics see a boost among seniors.

 

Trend: With COVID-19 being risky for senior citizens in particular, stay-at-home orders are especially important to keep this demographic safe. Thus, they’re having to adapt just as much as everyone else when it comes to staying healthy and connected with others. As a result, brands that offer online services like virtual exercise and conferencing are seeing a boost in senior engagement.

Insight: In many ways, senior citizens have been hit harder than other demographics when it comes to the COVID-19 pandemic. On top of being more likely to face serious consequences as a result of contracting the virus, they’ve also been more psychologically harmed by the isolation that’s been imposed on people around the world, particularly those who live in care homes. Thus, those who have the capacity to engage in the platforms that are keeping people entertained and connected are going to be a priority for this older generation as well.

 

Takeaway: How is your property business engaging Baby Boomers, and what more can you do?

 

3. Next Gen Care

Oral hygiene brands are appealing to Gen Z via design and marketing.

 

Trend: Emerging oral hygiene brands are working harder to appeal to Gen Z demographics, with marketing and branding that features youthful aesthetics similar to those of the skincare and beauty space.

Insight: Gen Z has now emerged as the next generation to take charge of pop culture and design trends, and this generation has more diverse preferences and needs that need to be met before they’re loyal to a brand. Everything from inclusion to social media influences this generation’s purchase decisions, and brands are having to adapt to this shift.

 

Takeaway: How is your brand working to appeal to Gen Z?

 

4. Comfort Commercial

Ad campaigns take on more positive and soothing themes.

 

Trend: As the world gradually lifts pandemic-related restrictions, brands are increasingly prioritising “wellness” to help ease people’s lingering anxieties. This includes ad campaigns that focus on comforting and relaxing themes that offer a more positive outlook on the future than what has been seen in the last year.

Insight: Consumer stress has been at an all time high in recent months, with everything from social restrictions to financial upheavals having an impact. As people slowly grow accustomed to life going back to “normal,” they seek out brands that help that process along – whether it’s emotionally, financially, or recreationally.

 

Takeaway: Property brands generally do this well. What post pandemic priorities are you focusing on?
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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.

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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

Every Development, Marketing and Sales professional could sleep well at night if they had sales certainty.

 

Sunday night reports would become a thing of the past, as would a manic change of strategy at each Monday sales meeting.

 

Perhaps marketing spend on lead generation could be reduced and more focus could be placed on the customer experience.

 

Sales certainty thought leader, Simon Bowen, believes that “when selling becomes so reliable and predictable that the business has a sense of certainty, sales turns into a superpower that can drive confidence in all other decisions.”

 

It got the Property Republic team thinking: How predictable are your sales?

 

If you are a  Development, Sales or Marketing Professional, we hope you can spare eight minutes of your time to complete our 2020 Marketing and Sales Survey. It aims to explore what pain-points exist around sales certainty and forecasting and where your strategic focus lies heading into FY21 and beyond.  

 

Take the survey here

 

We want to know your:

 

  • marketing and sales challenges and pain points

  • preferred marketing channels

  • strategic priorities; and

  • who holds the power.

 

We hope to gain some valuable insights into the current landscape, identify trends and use this information to work with our clients to drive better outcomes. We’ll be sharing the insights in our eDM’s and across our socials so keep a look out towards the end of July.

 

And to get you across the line, there are  2 x Gourmet Traveller Vouchers to the value of $250 up for grabs, please leave your details when asked to do so when completing the survey.  Winners will be announced on our LinkedIn page within seven days of the survey closing. 

 

It’s all in the detail

 

1. Winners will be announced on our LinkedIn page within seven days of the survey closing. 

2. The results of the survey will be emailed to our database (you can sign up at the bottom of this page) and posted on our socials by the end of July. 

3. The Survey is now open and will close on the 9th July. 

 

Thank you and good luck! 

 

Take the survey here

 

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Strategy

It’s safe to say that the first 6 months of 2020 have been eventful and emotional. 

 

Devastating bushfires saw Australian people, wildlife and ecosystems suffer.  

 

The Coronavirus pandemic’s rising world-wide death toll forced us to alter our daily routines and isolate in order to stay safe. 

 

A horrific crash saw four Victoria Police officers killed, sending shockwaves throughout the nation. 

 

The Black Lives Matter movement compelled societies all over the world to encourage real change and action against racism. 

 

And we’re only just approaching July! 

 

I get the feeling you might be wondering at this point “why are the events of 2020 relevant when it comes to planning FY21 in the property industry?” 

 

The answer’s quite simple really. 

 

These things matter because they’ve forced significant change upon many Australians, which is likely to impact consumer behaviours and expectations when it comes to making big purchases – like buying a new home.  

 

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

 

Here’s what you’ll need to consider when strategising and planning your financial year:  

 

The value of time  

If isolation has taught your customers anything, it’s that their time is more valuable than ever; so don’t bother wasting it with a poor customer experience. Provide your customers with a journey that’s worthy of their time and their money.  

 

Digital matters 

Digital solutions are non-negotiable, and their importance supersedes the end of Coronavirus. After relying on digital platforms heavily during isolation, 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. 

 

Focus on quality 

For many, isolation has also highlighted the importance of their home; its size, lighting, location, functionality and overall quality. After spending weeks stuck indoors, your customers will have figured out pretty quickly what they do and don’t want in their next home. Make sure you’re clearly communicating your development or product’s key selling features. Beyond this, make sure your community is a place that people want to call home. 

 

Positive change and connection 

More than ever, your customers care about your values and stance when it comes to environmental and political issues. What does your community do to support sustainability? How do your homes reduce waste? How will your development create a sense of community that respects all cultures and ethnicities? How does your business support gender equality and diversity? What are you doing to encourage positive change? It’s important to have an opinion and use your platforms to deliver meaning and connection. 

 

As always, the implementation of a shared, long-term strategy is the best way to kickstart your financial year. If you need help mapping and planning your customer experience, content marketing or project marketing strategies for FY21, the Property Republic team can help. 

 

 

 

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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, Strategy
We all know how much the marketing landscape can change from one year to the next. For the past nine years, WARC has been publishing their annual Marketing Toolkit, which features likely marketing changes in the year to come and tips on how to combat them.In this blog, we’ll take a look at some of these anticipated changes, how they might affect property marketers and how we can best implement these in our property marketing strategy. Let’s jump straight in!1. Walled gardens Companies such as Facebook and Google are working hard
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