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Thought Leadership

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

Strategy, Workshops

Misalignment between the sales and marketing teams is a common problem in many businesses. We’d all agree that it’s imperative that they need to work hand in hand. But believe it or not, some sales and marketing teams barely speak to one another.

 

They both have the same objective – to drive sales and revenue. Marketing’s role is to generate qualified leads, manage the customer experience, increase brand awareness and create a brand-appropriate sales environment. The sales team’s role is to turn the qualified leads into sales and provide an exceptional customer experience.

 

According to Marketing Mag, “the two need to work hand in hand in order to fire up the lead gen engine.”

 

As featured on the Marketing Mag website, here’s Azadeh Williams’ (the founder and managing partner of global B2B media and marketing agency, AZK Media) take on how sales and marketing can work together to generate real, tangible results:

 

1. Adopt a complementary mindset

When you think of marketing as ‘secondary’ to sales, that’s where you start having problems. When you instil a culture of seeing the two as complementary, everyone’s mindset shifts towards being more collaborative. After all, there is a lot of dependency, especially in B2B, that marketing has on sales and vice versa. The whole idea of alignment is understanding what those key dependencies are. Then align roles and responsibilities so everybody has a clear-eyed view of what the future looks like.

 

2. Use common language

One of the first ways to align is by creating a common language. As an example, what a ‘lead’ means for your marketing department (MQL or marketing qualified lead), may be completely different to what it means to the sales team (SQL). A marketing team could say, ‘I’ve generated 27,000 MQLs’, but zero of these have turned into revenue. That’s a terrible disconnection. A common framework or a common language and clear expectations is a starting point for any of this to create alignment.

 

3. Establish common KPIs

Another way to align is to look at performance metrics and evaluate revenue goals and budgeting together. It is critical to formulate targets in this way so you’re sharing a common goal – regardless of how you budget, your account-based marketing plan or even your inbound lead gen strategy. It’s important to find a common ground.

 

Once those things are clearly defined, you can consider creating a playbook that clearly outlines roles and responsibilities. This is a place to hold one another accountable. Every quarter, you can then review the metrics and playbook, and continue to iterate and evolve, so sales and marketing continue to complement each other and work like a ‘well-oiled machine’. 

 

4. Identify common mistakes to avoid when trying to get sales and marketing alignment right

One of the biggest mistakes is not getting C-suite buy-in and executive sponsorship. The sales leader and the marketing leader could be thinking, ‘yes, let’s do this, let’s walk arm in arm and go.’ But if you don’t have buy-in across the C suite, it’s not going to take off.

 

In times of economic uncertainty, the CFO (chief financial officer) or the CRO (chief relationship officer) are often the key people in this equation. They’re funding the sales and marketing budget. They’re also looking at the business holistically. If there’s a perception in the organisation that marketing performs one way and sales performance another way, then it’s harder to convince the CFO that you’re anything but siloed. 

 

5. Driving value in greater alignment

From an agency perspective, here are things to do before engaging with a client to help support their media, marketing strategy and campaigns. Take a deeper look at their sales and marketing alignment.

 

In essence, effective alignment is all about continued communication and collaboration. It’s about bringing all of your sales and marketing talent and resources together, in one place. Then create a playbook. This means sales and marketing can work together, driving demand, closing business, looking at the full customer lifecycle, and tackling retention, renewal, cross-sell and upsell – all as one robust ecosystem. 

 

 

At Property Republic, we recommend conducting a workshop to help your sales and marketing teams get on the same page. During this workshop, the project team and other influencers can put forward their ideas in a safe environment. Ideally, this workshop is facilitated by an external party (like us!), who has some knowledge of your industry. A workshop agenda example:

  • Determine the project mission

  • Agree the strategic objectives

  • Brainstorm the critical success factors

  • Evaluate the critical success factors to determine the actions required to achieve success

  • Determine who will be responsible

  • Identify how you will monitor and measure each success factor

 

Use group brainstorming techniques to keep the session invigorating and attention focused. You’ll leave with a clear understanding of the project’s destiny that will assist with marketing planning and budgeting.

 

By making sure your sales and marketing departments are on the same page, you’ll be able to maximise your content strategy and ensure that the full customer lifecycle remains seamless.

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Project Marketing, Strategy

It all starts with the customer.

If your project is in the infancy of its brand development, there is an ideal opportunity to design and finesse the customer journey from the get-go.

 

Refining the customer journey will inform key decision making for the overall project and marketing strategy. This will help to reduce the cost of sale in the long-term and increase certainty in sales.

 

Property Republic has developed a model and methodology that, with input from the internal project team and external partners, will enhance the customer experience, engage prospects, purchasers and residents, and create a vibrant community – leaving a positive legacy for the developer’s brand.

 

 At Property Republic, we take a holistic view of project marketing that creates consistent results, increased control and better conversion. Our approach dives deep into the strategy, standards and structure required to achieve sell out success.

 

We use nine ‘accelerators’ to develop the road map to this success. These accelerators have been developed by our Founder Judi Carr, a property sales and marketing sage with over 25 years’ experience.

 

We are certain that our measured approach will deliver more qualified leads to the sales team at a cheaper cost per conversion and anticipate that our methodology will upskill your project team every step of the way.

 

Our Nine Accelerators for Success

1. Value proposition
Understanding your value proposition allows your project team to align future decision making and initiatives with the core purpose of your project. This is where we conduct a workshop with your project team to define the Value Proposition.

 

In this workshop, we will identify the pains and gains of three customer segments you want to focus on. From here we will align them with what’s on offer at your project to truly identify the project’s value proposition.

 

2. Project lifecycle framework
Nurturing your leads through the project lifecycle helps attract a more qualified lead, at a cheaper cost per acquisition and conversion. Once your value proposition is defined per segment, the lifecycle plan is the most important approach to continual and steady success of the project. Our work in this area includes:

 

– Developing the customer experience map per segment
– Developing the content nurturing strategy per segment
– Developing the range of presentations required such as builder, sales centre, Zoom, email, telephone, shopping centre
– Identifying areas of digital execution and automation
– Developing the sales follow-up plan


3. Lead generation
The Lead Generation Blueprint will provide your project with a range of tools for use throughout the life of the project. These include the following strategies:

– Signage hierarchy (what signs with what messages are used where)
– Builder engagement
– Customer referral
– Media buying
– Events

4. Community contribution

A strategic approach to community development aligns community needs and project resources to produce tangible, sustainable benefits.

 

From a new development point of view, community development can be defined as the soft and hard infrastructure that creates a sustainable community. The Community Development Plan will explore the following elements:

 

– Community brokerage
– Build capacity
– Linkages and networks
– Partnerships
– Physical form


5. Product and pricing
Larger residential communities sometimes present the opportunity to create precincts that allow for different product price points and aesthetics. The Precinct Strategy explores:

 

– Strategic locations
– Hard and soft landscaping treatments
– Lot mix
– Housing product design guidelines
– Price point differentials
– Sustainability initiatives
– Access points
-Relationship to nearby facilities
-Timing

 

6. Celebrated launch
Planning a project launch involves the project team working towards a common goal and is not only the responsibility of the sales agency, but also the infrastructure providers, creative agency, landscape team – the entire project team. It’s essential to document expectations in a Launch Strategy and Plan.


7. Market leading strategy
After identifying the:

 

– Value Proposition
– Project Lifecycle Framework
– Lead Generation Blueprint
– Community Development Plan
– Precinct Strategy
– Launch Strategy and Plan

 

we document the marketing and sales strategy or, as we like to call it, the Game Plan. The Game Plan will bring all the information together and become the reference point for the project team.

 

8. Consumer consciousness
Having access to data and being able to interpret and analyse it for the ‘so what’s’ is an imperative part of making great marketing decisions.

 

Our experience tells us that every week within a project team, someone asks for an additional piece of data, which results in lengthy reports being created for one person’s pleasure, which eats up time and resources.

 

Agreeing upfront what needs to be reported, how often and for what purpose can save time and money and allow decision makers to make great sales and marketing decisions.

 

9. Keeping on track
It’s important to keep on track and continue the momentum gained by a successful sales launch. And within each development business, it’s vital to build capacity so that there is continuity in strategy and messaging. The Property Republic team checks in on a monthly basis for the first six months.

 

Want to discuss how we can use our Genius Model to propel your project towards success? Get in touch!

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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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