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Thought Leadership

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

Strategy, Workshops

The Property Republic team are often approached to conduct strategic reviews for property developments. Most recently, we were engaged to conduct a strategic review of AV Jennings’ development Lyndarum North to provide a framework for sales success through evaluating the market position, impact of COVID-19 and competition.

 

Utilising workshops, online surveys, desktop research, mystery shopping and builder reviews, we were able to gather highly valuable insights for our client.

 

Here’s a breakdown of the process and outcomes: 

 

Context

 

AV Jennings approached Judi Carr, Director of Property Republic, to conduct a strategic review and provide recommendations for future opportunities while taking into consideration the current and future market conditions with the impact of COVID-19 as the backdrop.

 

AV Jennings is a trusted, community-driven developer with 85 years of demonstrated experience. Located in Melbourne’s highly competitive northern corridor, this masterplanned community has been designed to provide affordable and high-quality housing to meet the needs of a wide range of buyers.

 

As Wollert faces competing developments in the broader development corridor with differing price points and amenities, it’s important for the Lyndarum North team to understand where they currently sit within the market, where they can improve and identify gaps in the market.

 

Challenges

 

Lyndarum North has the potential to establish itself as the most sought-after residential community in Melbourne’s highly competitive northern corridor. Many aspects of creating a great community have been considered, with varying levels of success and expertise.

 

The AV Jennings brand in the north had some equity at the former Lyndarum project but it has been overshadowed by the competitive nature of the corridor and other prominent developers.

 

Primary Goal

 

The primary goal of the strategic review was to provide Lyndarum North with a framework to achieve sales success through evaluating the market position, impact of COVID-19 and competition.

 

Other Goals

 

  • Obtain market knowledge that will help solidify Lyndarum North’s brand reputation and awareness.

  • Achieve price growth aligned with preferred price points

  • Gain valuable insights to capitalise on opportunities, allowing Lyndarum North to realise its potential as one of most sought-after residential communities in the Wollert corridor.

 

Process

 

Market Position

 

1. Workshops

 

Property Republic conducted two workshops with prospective and current purchasers, aiming to establish some key points, including:

 

  • Perception of Lyndarum North in the marketplace and current value proposition and positioning

  • The value placed on the product offering

  • Product requirements

  • Household sizes

  • Jobs, pains and gains

  • Motivations, driver constraints

  • Needs in terms of amenity, community and developer

  • Impact of COVID-19 on income, work location, attending sales office, life in general

  • Thoughts on competitors

 

2. Online Surveys

Two online surveys were designed and supervised by Dr. Marzena Baker, PhD, MBus (Research). A large number of prospective and current purchasers were invited to take part, with participants given an opportunity to win an overall prize plus nominate one of three local charities, to which AV Jennings donated $5 for every survey completed.

 

The survey questions sought to provide insight into:

 

  • Demographics including local and ex-pat purchasers

  • Product requirements

  • Jobs, pains and gains

  • Motivations, driver constraints

  • Needs in terms of amenity, community and developer

  • Impact of COVID-19 on income, work location, life in general

  • Competitor purchase considerations 

 

3. Desktop Research

 

Property Republic conducted desktop research and gathered information, including data that’s publicly available through organisations such as the City of Whittlesea.

 

4. Builder Review

 

Property Republic also reviewed the current builder product, conducted discussions with local builder consultants, major builder principals and sales managers to gain insight into their future product planning as well as any research they had conducted.

 

Impact of COVID-19

 

Property Republic conducted a thorough desktop review of COVID-19 related forecasts and opinions and the provision of Government stimulus and support. It also included information from organisations such as:

 

  • Department of Treasury and Finance

  • Victorian Government

  • University of Melbourne

  • Reserve Bank of Australia

 

Questions relating to COVID-19’s impact were also asked in the customer deep dive workshops and online surveys.

 

Builder partners’ senior personnel were interviewed to garner their views on the northern corridor market in 2021 and beyond.

 

Competition

 

Property Republic conducted an online mystery shopping and competitor analysis of the Wollert, Craigieburn, Mernda and Donnybrook corridors. This was aimed to highlight Lyndarum North’s current and potential points of difference and competitive edge. Some of the things that were reviewed include:

 

  • Social media footprint

  • Initial customer experience and prospect management

  • Value proposition, positioning, product, pricing, and promotion

  • Builder relationships

  • Current and future amenity

  • Sustainability and similar initiatives

  • Project presentation

 

Final report

 

Property Republic provided Lyndarum North with a detailed report that presented outcomes from the prospect and purchaser workshops, online surveys, major builder interviews, site inspections and online mystery shopping.

 

Property Republic highlighted important observations and provided recommendations to help the Lyndarum North Team understand where they sit in the market, develop and refine their strategies and drive successful sales outcomes.

 

Judi Carr was also invited to present the report’s methodology and key findings to senior personnel within AV Jennings and their joint venture partner. 

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Content Marketing

We believe that a highly underrated marketing skill is taking something complicated and making it simple. It’s a skill that we continuously aim to strengthen, to help get the most effective and efficient results for our clients.

Turning something complex into something simple is exactly how we helped our client, Lifestyle Communities, who needed a user-friendly and time-efficient solution for planning, creating and scheduling content across their portfolio of 20+ projects.

 

Here’s a breakdown of how we helped the Lifestyle Communities team:

 

Context

The Lifestyles Communities’ marketing team is responsible for creating, scheduling and publishing at least two Facebook posts per week for each one of the 14 established and six developing communities. They are also required to create at least one EDM per month per project. They reached out to Property Republic to find a consistent and cost-effective solution to ensure that high-quality and consistent content is created.

 

Challenges

There is always a need to promote a product (for example, a home for sale in a particular community) but best practice is to educate the audience first and sell second.

 

Another challenge faced involves the diversity of content – not every community wants to post the same information. There is also a need to determine and refine a consistent tone of voice.

 

Primary Goal

Lifestyle Communities wants to create quality content for all 20 communities with the aim of driving traffic to the website and building engagement among prospects and residents.

 

This solution for planning, creating and scheduling content across their portfolio of 20+ projects need to be user-friendly and time efficient.

 

Process

The Property Republic team approached the content solution strategy by designating the Lifestyle Communities website as the home for all content, with every eDM paragraph and every social post linking back to the main article or product on the website.

 

This approach helps improve search engine optimisation, give prospects a greater opportunity to explore what’s on offer at Lifestyle Communities and build authority.

 

Lifestyle Communities had provided their existing pillars and worked with the Property Republic team to identify three pillars as the primary focus – Affordable, Downsizing and Homes & Gardens. From these, packages based on each pillar were developed to get the most out of each piece of content. They were referred to as ‘pillar packages.’

 

Each pillar package included the following elements:

  • 3 blog articles

  • 9 social posts, each linking back to the website

  • 5 eDM paragraphs, each linking back to the website

  • A content calendar for each project

  • Two free posts every month for special holidays, e.g., Mother’s Day, Christmas Day

 

On top of these pillar packages, the Lifestyle Communities team was advised to send through information for weekly adhoc posts, for which they were sent a reminder every Monday morning. Once Property Republic received this information, they would create the adhoc posts in accordance with the content schedule.

 

In addition, all social media and eDM content was placed in an excel spreadsheet (referred to as the Content Matrix). From here, every month each marketing manager could select the posts they’d like to feature in their community’s content plans. The Property Republic team would them populate each content plan with their selections.

 

Every week, the Property Republic team liaised with the Lifestyle Communities team to ensure that relevant and timely content was created and shared.

 

Judi Carr met with relevant members of the team each month to review the process to make sure that it was streamlined and mutually beneficial to both parties.

 

When it was raised by a Lifestyle Communities team member that tracking which posts had been featured in the previous month’s content calendar was a challenge, the Property Republic team developed a simple solution – within the Content Matrix, they greyed out the posts that were used in the previous month, so that the marketing managers could identify them and avoid featuring the same posts two months in a row.

 

The Outcome

Property Republic developed a dynamic content strategy solution featuring social posts, blogs and eDM paragraphs that respond to the client’s primary pillars, key messages and tone of voice. Not only were they able to create a content bank for Lifestyle Communities’ team to populate their monthly content plans, but they also developed a cost-effective and time efficient process.

 

Feedback

Carmen Petropulo, Head of Marketing at Lifestyle Communities, has this to say about our Content Matrix solution:

 

“The Lifestyle Communities team has a longstanding relationship with Property Republic. More than a consulting team, Property Republic is our trusted content partner, offering expertise working with brands that deliver best-in-class property and customer experience; both of which underpin our proposition at Lifestyle Communities. The team at Property Republic delivers an effortless endto-end process; they are reactive and proactive in equal measure and they are active listeners with an innate ability to turn a problem into an opportunity. Most recently, Property Republic developed a comprehensive social, blog and eDM content bank to support our project marketers and their portfolio of 20+ communities. The result was a clever, intuitive and user-friendly process that will ensure a consistent tone of voice across all relevant communications. Lifestyle Communities will continue to partner with Property Republic at every opportunity, thanks to the value they consistently add to our team and our brand.”

 

 

Want to learn more about our Content Matrix? If your property business has multiple projects, communities, homes or branches that require content creation, our Content Matrix could be the perfect solution! Click here or call 0417 930 125.

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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 Diagnostics, Project Marketing

Ultimately, your project is going to be more than bricks and mortar – it’s going to be a community and a place for people to call home. Therefore, you need to make it feel like one. You and the community team (if you have one) will know better than anyone what’s required to respond to the needs of your community.

 

So, during the planning stages of the project, get yourself a seat at the table to make sure you can influence discussions about infrastructure, community building, landscaping and events.

 

Here are some things to consider:

 

1. Community development

Effective community development strategies align project resources with community needs to deliver sustainable solutions that enhance liveability for residents. Implementing an effective community development strategy will offer an array of benefits, including increased sales conversions, increased referrals and brand loyalty, as well as a greater competitive edge.

 

Get involved in the planning stages of the project to ensure its infrastructure responds to the community’s needs for connection, movement, safety and belonging.

 

2. Sales suite infrastructure

Consider what features your sales and display office will require to effectively respond to your community’s needs. Your sales suite will be a hub of activity throughout the development of your project, so how can you make it beneficial for the community? Perhaps it will include a space for a mother’s group and other community groups to host meetings. Perhaps it will have a café attached to it, or a community veggie patch.

 

3. Landscape influence for future events

We all know community events are a great way to build relationships, encourage connections and foster a sense of belonging for residents. When the planning of your project’s communal areas, parks, overall layout and infrastructure takes place, ensure these spaces offer the resources you need to host community events such as accessibility, electricity, shelter, bins and water supply.

 

For more important considerations, insights and tips for setting up a new project, download our free Project Marketer’s Handbook.

 

 

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Project Marketing, Strategy

Project marketing involves liaising with an array of consultants, agencies and professionals; content agencies, photographers and videographers, community managers, renderers, copywriters, builders and landscapers just to name a few.

 

To make your job (and their job) easier, it’s essential that you’re a good briefer. In fact, we can’t emphasise the importance of good briefing enough!

 

Briefing is your opportunity to provide your consultants with clear expectations, allowing you to really set the tone of the assets you want created.

 

Here are some things you’ll need to consider when you brief.

 

1. Be a clear briefer. One of the best ways to clearly outline your expectation is by filling out a briefing template. In your brief, be clear about what you want and what you don’t want. You may even like to provide examples. And always set realistic timeframes and provide budget expectations.

 

2. Provide solution-based feedback. Always start your feedback with what you liked. Then voice your ideas and criticisms in a constructive way that will help the professionals to understand your expectations. And be prepared to listen to suggestions from your consultants – after all, they’re the experts!

 

3. Be thorough. Provide the consultants with all the necessary information and assets at the same time to reduce inefficient ‘back and forth’ communication.

 

For more useful project marketing insights and tips, download our free Project Marketer’s Handbook.

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Customer Experience, Project Marketing, Strategy

When launching a project, development teams take a no-expenses spared approach to branding, creating brochures and installing the biggest billboard council will permit along the freeway. Hundreds of thousands of dollars are spent on creating impactful first impressions. And while this is very important – you never get a second chance to make a first impression – what happens after you establish that initial contact and try to build a relationship?

 

All too often we see project teams leaving little budget consideration for lead nurture and content marketing activities. While branding initiatives are important, so too are the actions involved in nurturing your leads from initial enquiry to final sale and beyond.

 

Here’s a list of the items your budget will need to cover:

 

[ ] Brand identity development
[ ] Content and copywriting
[ ] Project website
[ ] Collateral
[ ] Lead generation
[ ] Lead nurture
[ ] Landing page/pages
[ ] Maps
[ ] Print media
[ ] Digital media
[ ] Project movie
[ ] SEM
[ ] Photography
[ ] Renders
[ ] Floorplans
[ ] Signage
[ ] Asset development eg photography, drone, videos
[ ] Display suite
[ ] Model and/or touch screen
[ ] Social media (posts and campaigns)
[ ] Press
[ ] Builder engagement
[ ] Launch event/ongoing events

 

For more insights on how to set up your new project for success, download our free Project Marketer’s Handbook.

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Project Marketing, Strategy

Brand development is the ‘fun’ and creative part of setting up any new project.

 

During this stage, it’s important that your creative agency is well briefed on the intricacies of your project and that the brand reflects and responds to your Value Proposition.

 

You’ll need a project name, brandmark, logos, design guidelines and a vast array of creative assets. Maintaining clear and effective communication with your creative agency is key here, to not only ensure you receive a high-quality final product, but a creation process that involves minimal ‘back and forth’.

 

Key Considerations

 

1. Will the brand resonate with your target audience? How your brand looks, sounds and interacts is crucially important. Take the time to ensure you get this right from the outset – it often takes several rounds of refinement to get it to the right place. This is a very important first step!

 

2. Will your brand stand out from the crowd? Flick through the property pages and you will see a vast array of developments being promoted. How can your brand avoid being the same-same? Think clever brandmark, a bold colour, unique application or strong brand statement.

 

3. How will the brand translate across multiple mediums? A beautiful gold foil logo looks fabulous on a brochure but how will a gold logo translate in a digital environment? Your agency will be able to make recommendations, however these are considerations you will need to make to ensure your brand is always best in show!

 

4. Big ideas are great but often come at a cost! Your creative agency will be working to ensure your brand resonates, stands out and gains traction. Just be clear about your budget from the outset. Big, shiny ideas are great however they often break the bank! Work with your agency to come up with cost effective solutions that still achieve a great outcome for your brand.

 

5. Brand Guidelines are a must! Once your brand is established, ensure your agency establishes brand guidelines so all contractors understand how to replicate your brand correctly. Consistency is key!

 

For more important information on how you can set your project up for success, download our free Project Marketer’s Handbook.

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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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Project Marketing, Strategy

When planning a project, you’ve got one opportunity to get it right from the very start. To help build the foundations of a successful project, it’s important to engage the local community and key stakeholders from project conception and this can be achieved in many ways.

 

By hosting community consultations, you’ll not only be able to share your aspirations for the project, you’ll also open up a two-way dialogue with people who have a vested interest. It’s an opportunity for you to gain insights, learn from those at the forefront and incorporate the needs of the local community into your project. By opening the dialogue, you will likely improve community perceptions and they may even become paying customers one day!

 

Another important exercise is to conduct smaller focus group sessions with members of the local community. By interviewing a range of audiences (First Home Buyers, Families, Downsizers), you’ll gain valuable insights to help shape several aspects of your project such as design, amenity, community requirements and aesthetic.

 

We also recommend establishing a community portal to display information about the development as it comes to hand. Make sure this is closely monitored so you can respond in a timely manner.

 

To discover more must-know information when setting up a new project, download our free Project Marketer’s Handbook.

 

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