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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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Project Marketing, Strategy, Workshops

When it comes to initial stages of setting up a new development, you have a blank canvas and a very important role to play in shaping the future of your project. Hosting a vision workshop will not only provide an opportunity to set up the project collaboratively, it will also help to inform your value proposition.

 

Here’s a vision workshop format you can follow to help set up your project for success:


1. About the site: 

  • Number of lots

  • Design aesthetics

  • Access to existing transport, education and retail

  • Proposed transport, education, retail, parks and recreation opportunities

  • Road layout

  • Landscaping opportunities e.g. wetlands 

 

2. Competitive context:

  • Who are your key competitors?

  • What are they doing well?

  • What can you do better?

 

3. Personas:

  • Who is your audience?

  • What are their likes and interests?

  • Where do they currently live?

  • What needs do you need to satisfy?

 

4. Focus Group Findings:

  • What learnings can you incorporate into the project?

 

5. Sustainability:

  • What sustainability features resonated with your focus groups?

  • What could your project implement to make it stand out from its competitors?

  • Are you aiming to achieve any accreditations eg Six Star, Green Star?

 

6. Innovation:

Brainstorm ideas during the session such as:

  • What innovative building techniques or materials could be used?

  • How could you incorporate new technology?

  • What learnings have we taken from the Covid-19 experience that can be incorporated into this project?

 

7. Community and Amenity:

  • What do we imagine for this community?

  • Will there be young families and therefore a need for childcare and parenting groups, communal garden or exercise groups?

 

At the end of the session, you’ll have a wealth of information to collate and the outcomes will help inform the next stage of the process, building your Value Proposition.

 

To discover everything you need to know about setting up your project successfully, download our free Project Marketer’s Handbook.

 

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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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Content Marketing
I recently read an interview in The New York Times about a tech-news-site, The Information, that keeps all their content behind a paywall. This concept is actually becoming more and more common in the news industry, as publishers struggle to cover their expenses.What sets The Information apart from most other news organisations though, is their big picture, in-depth, focus. Their reporters don’t just write about something they’ve heard, read or think their audience wants to read about, they’re experts in their fields and their articles are jam-packed with research, background
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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,
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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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Customer Experience
Have you started mapping out what books you’re planning to read this year? If not, let us help you. Our team are avid readers and we’ve collected a list of books (old and new) that we think every property marketer (and other marketers for that matter) can benefit from reading.1. Instabrain: Marketing to Gen Z (2019) – Sarah Weise When we talk about first home buyers, we often talk about millennials and many property marketers design their strategies to produce results in the now. But what about the buyers of
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Customer Experience
We’ve previously written about the top 5 marketing trends to look out for in 2020. One trend that we touched on briefly was artificial intelligence and voice assistants – a topic we thought deserved a little bit more attention.   You’ve surely heard of Siri, Alexa, and Google Assistant by now. You might even use a virtual assistant to control your lights at home, check your home security system, or find out if you need an umbrella before heading outside. These voice assistants are becoming more and more popular, and according
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Strategy
You’ve probably heard the term ‘SEO’ thrown around in today’s digital-driven world. But do you know what SEO is, and how it can help your property business?According to Jill Whalen, CEO of High Rankings, “Good SEO work only gets better over time. It’s only search engine tricks that need to keep changing when the ranking algorithms change.”Also known as Search Engine Optimisation, SEO is the process of ranking first in search engines through utilising organic methods such as optimising content and improving user experience. Optimised websites come up in search
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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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