Your address will show here +12 34 56 78

Thought Leadership

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

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.

0

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’?
0

Content Marketing, Strategy

What is it?

Instagram’s newest feature, reels, allows users record, edit, and share 15-second multi-clip videos with audio, effects and new, in-app creative tools.

 

How property businesses can use reels

Since videos are such an effective content type, incorporating reels into your Instagram strategy can enhance your social media activity, offering a new way to entertain and educate your community. Some ways you can use reels to engage your audience include:

 

  • Display home walk-throughs

  • Working from home clips

  • Showcase amenities within the community

  • Client testimonials

  • Fun meet and greets with sales representatives and important figures in your community

  • Development and community updates

  • Behind-the-scenes footage from events

  • Ask homeowners to showcase their home in their Reels and tag your brand

 

Also consider how you can repurpose and reimagine your current assets. If you’ve got a suite of videos you’ve been using for social posts and stories, why not use these existing assets to create new reels? Or, if you currently post 5 Instagram stories a week, why not try posting 3 stories and 2 reels each week?

 

If you’re still unsure if using reels is right for your property business and need some advice, this blog might help you decide.

 

How to create your reels

Reels can be recorded one at a time, simultaneously, or through video uploads from a phone’s gallery. Users have the option to save the reel as a draft, change its cover image, add a caption and hashtags, and tag friends. 

 

Reels can be found at the bottom of Instagram camera. There are available tools on the left side of the screen to create the reel, including:

 

  • Audio: Search for a song from the Instagram music library. You can also use your own original audio by simply recording a reel with it.

  • AR Effects: Select one of the many effects in the effect gallery, created both by Instagram and creators all over the world, to record multiple clips with different effects. 

  • Timer and Countdown: Set the timer to record any of your clips hands-free.

  • Align: Line up objects from your previous clip before recording your next to help create seamless transitions.

  • Speed: Speed up or slow down part of the video or audio you selected.

 

How to share your Reels

If you have a Public Account, you can share your reel to a dedicated space in Explore, where it has the chance to be seen and discovered by the wider Instagram community. You can also share your reel with your followers by posting it to your Feed. When you share reels featuring certain songs, hashtags, or effects, your reel may also appear on dedicated pages when someone clicks on that song, hashtag, or effect. 

 

Instagram Reels vs TikTok

Reels can be likened to Instagram’s very own version of TikTok. Only time will tell if TikTok will meet the same fate as Snapchat when Instagram copied its iconic Stories features. 

 

For more information on using TikTok in property, check out our Marketing Clinic Webinar: Engaging with Millennial Platforms.

0

Content Marketing, Strategy

It’s safe to say that Instagram has social media users reeling to jump on board with their newest feature! (See what we did there?)

 

Reels enables Instagram users to record, edit, and share 15-second multi-clip videos. Integrated within the Instagram app, this feature allows users to customise videos with in-app creative tools to add audio and effects.

While it’s no secret that the Property Republic loves an engaging video and a multi-platform social media plan, we’re also big believers in developing effective strategies.

And so with the emergence of a new, creative and visual means for property businesses to engage with their audience on Instagram, we think it’s important to highlight to key things:

 

  1. If you can effectively integrate reels into your existing Instagram strategy, do it. Property Republic has worked with a range of developers and builders who consider video an important part of their social media activity, and have access to the resources and experts required to successfully integrate new video trends into their existing strategy. If you’re currently dominating video content and looking for fresh ways to engage, then adding reels into the mix is a great idea. You have nothing to lose by enhancing your current Instagram activity and entertaining your community by harnessing this new feature.

  1. If reels doesn’t fit into your existing Instagram strategy, don’t include it for the sake of it. When establishing your content and social media strategy it’s generally a good idea to pick one or two channels and master them first before expanding your online presence. Perhaps you’re still finding the rhythm of your social media schedule, or maybe you’re questioning if Instagram is a relevant platform for your audience. If integrating reels into your strategy won’t help you reach your social media marketing goals, then don’t feel obliged to use it. Reels might be something you explore later down the track, or something your team agrees isn’t aligned with your brand and its objectives. Don’t feel like you need to jump on the reels bandwagon just because everyone else is.

 

If you’d like to learn more about how Reels works and how you can use it for your property business, read our blog.

 

0

Strategy
With bushfires terrorising large parts of our nation this summer, the country saw not only individuals reach out a helping hand, but businesses too.According to research from the World Media Group, brand activism is one of the leading marketing trends of 2020 (we recently wrote about this topic and other marketing trends to look out for this year). We thought we’d look into this topic in more detail and see if this, potentially, could be something worth investing in for property businesses.To make sure we’re all on the same page,
0