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Thought Leadership

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

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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Content Marketing, Strategy
SMS (short message service) marketing is an initiative that uses text messages to send promotional, advertising and educational materials to consumers. The strategy is purely permission based, which means customers must opt-in to receiving texts – making your audience highly engaged. If we think about the average person’s dependence on their smart phone on a day-to-day basis, the concept of using SMS in marketing is a no-brainer. People carry their mobile phones with them everywhere, making SMS the best way to reach your prospects and customers anywhere, at any time.
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Customer Experience
Because the nature of buying a property isn’t a straightforward transaction, having a model to follow to ensure you’re delivering a great customer experience (CX) is invaluable. According to the Customer Service Journal, there are six key ingredients that enable effectiveness, efficiency and satisfaction in CX. Reachability The customer can find and/or get access to an organisation easily. If a customer looks for an organisation on Facebook and they’re not there, they’re not reachable. If the customer wants to speak to an organisational representative on the phone, and they can’t,
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Content Marketing, Strategy
As property marketers, our marketing objectives can often be overlooked by the need to sell. It’s important that we continue to educate our teams that leading the customer to a sale isn’t the end result – it’s just the beginning. Keeping your current and prospective customers engaged, informed and entertained by your content is just as – if not more – important.Knowing your audience and the type of content that appeals to them is highly important in being able to market your brand, project or product effectively.  To help you
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