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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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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 three explores the return of Employee Experience (EX).

 

Here’s what was discussed:

 

Happy and empowered employees create delighted customers, which increases repeat purchase and advocacy, and ultimately delighting shareholders. Employees are a vital link in the connection between customers and shareholders; this is why Employee Experience is so important and COVID-19 has catapulted this essential need for every organisation to an even more significant level. 

 

There are three components to having good Employee Experience: 

  • Employee value proposition 

  • Workplace wellness 

  • Functional success 

 

Employee Value Proposition is key and needs to be grounded in the company mission and purpose. A good EVP is what makes a team member get up out of bed in the morning, excited about the work they are doing.

 

Workplace wellness plays an important role. The new workplace is hybrid, people can and will continue to work from home, so understanding and defining what workplace wellness means for your organisation must be a focus. 

 

Functional success is all about setting up your organisation so employees can easily get done the jobs they need to do, setting themselves and your organisation up for long term success.  

 

Just as good CX is grounded in building an emotional connection with your customers, good EX should do the same. In order to get to this place of emotional connection, the mindsets, tools and philosophies in this new school of CX need to be applied with just as much rigour in designing your EX. 

 

As your organisation emerges from another period of disruption and you forge your way into the new year, keeping these three CX trends at the forefront of your mind will allow you to enter 2022 with success.

Key considerations for your property business:

 

1. Do you have an Employee Value Proposition? If not, start thinking about how you can establish an experience that delights and motivates your employees.

2. Does your team spend too much time on a spreadsheet or reporting and not enough time delivering value to your customers? Maybe the problem is that your systems don’t support your reporting requirements. Time to take stock!

3. Have you forgotten how to innovate because it was too hard during COVID? Get your thinking caps on and generate ideas on how to differentiate your project.

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Customer Experience

Global CX Trends in 2022: Part 2

 

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 two explores the new school of CX that’s emerging.

 

Here’s what was discussed:

 

Over the last 10 years we’ve seen a focus on CX Artefacts: Personas, User Journeys, Archetypes and Personas, and of course, Customer Journey Maps. Journey Maps originate from process engineering and obsessions on topics like NPS for measurement. While both have a place, as we move into a world with greater complexity, traditional techniques and solutions will not cut it.

 

The problems organisations face now are more strategic, and in order to solve them as CX practitioners we need to be true ‘Systems Thinkers’ considering the systems in which the problems exist and their effects beyond themselves. We must expand the source of our thinking, broaden our mindsets, philosophies, disciplines, tools and techniques. We also need to leverage adjacent practices such as human centred design, visual and creative design, strategic design and tap into ways of working such as Agile and Lean Start-Up.

 

CX also needs to be anchored in the right problem solving methodology. Up until now we have seen many organisations increase their investment in CX, but have not reached their goals for a lack of ‘action planning’. While you cannot stay in the planning space forever, with this new school of CX emerging, the focus needs to be on defining the right problem, so you can take the right action and operate better and quicker.

 

The goal is to strengthen our practitioner’s toolkit, where each organisation is better equipped to navigate the world of CX, the ways that they work, the practices they employ and across every facet of their organisation. Ultimately, we need to understand how each plays a part in delivering great Customer Experience.

 

Key considerations for your property business:

 

1. Have you mapped out your customer journey for 2022 and beyond? If not, it’s time to get cracking!

2. What gaps exist within your current customer experience, and how can these be filled?

3. If the market is softening in your region, does your marketing and sales plan reflect how you will achieve market share without discounting?

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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.

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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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Strategy

At Property Republic, we’re passionate about helping our clients reach their goals and objectives, and our work with Discover Downsizing perfectly highlights this.

 

Discover Downsizing approached our content marketing extension, Content Republic, to deliver a range of content-related services, including blog, email and social media content creation, social media scheduling and management, as well as Facebook ads and re-targeting.

 

Here’s a breakdown of how our content marketing strategy development and services helped Discover Downsizing achieve their objectives:

 

Context

 

Discover Downsizing came into fruition when the Residential Land Lease Alliance (RLLA) formed a joint venture with the Caravan Industry Association of Australia (CIAA) to target the latter’s database of over 175,000 over 50s caravanners in Australia.

 

A survey that had been sent out to the CIAA database found that a significant percentage of recipients wanted to learn more about downsizing communities and their benefits.

 

The joint venture team engaged Content Republic team, Property Republic’s content marketing extension, to deliver content and social media marketing services with the aim of growing the Discover Downsizing database and educating its target audience about the benefits of downsizing to a Land Lease Community.

 

It was agreed that Content Republic would create social media, email marketing and blog content, manage their social media platforms, and run retargeting ad campaigns on Facebook.

 

Challenges

The primary objective of the initiative is to create content that will help Discover Downsizing build and grow its database. However, to maximise the benefits of consistent and valuable content, there needed to be a solid strategy in place. Otherwise, content is just stuff.

 

Primary Goal

 

The primary goal involves building and growing an interested audience for Discover Downsizing and educating them on the benefits of downsizing into a Land Lease Community. The intention is that Discover Downsizing will become a hub of information for over 50s who wish to learn more about downsizing options, how Land Lease Communities differ from retirement villages and their many advantages.

 

Other Goals

The client also set a goal of reaching 5,000 likes on Discover Downsizing’s Facebook page by the end of August 2021.

 

Process

 

The process began with two workshops – a Value Proposition and Scope of Works workshop, as well as a 90-Minute Content Strategy workshop. This was where the goals and objectives of the content marketing activities were identified.

 

Content Republic approached the initiative in two phases.

 

Phase One

Phase one involves utilising the existing database and creating valuable and educational content with strong Calls to Action (CTAs) to visit Discover Downsizing’s website.

 

The process started with the creation of content pillars after the Content Strategy workshop, which enables a deeper coverage across a range of core topic areas while creating an efficient information architecture in the process.

 

The Content Republic team identified and developed several pillars for the client’s consideration as well as a range of content topics, ideas and thought starters.

 

Phase One also involved finalising the strategy around the social media campaigns, including the imagery, budget, and social media management. 

 

Phase Two

 

This phase is all about attracting a new audience for Discover Downsizing and activating the community.

 

This is achieved through creating relevant and valuable content around the pros and cons of downsizing into a Land Lease Community. It also includes education pieces around freeing up capital, lifestyle benefits, moving into brand-new homes with fantastic amenities, and understanding what a Land Lease Community is all about. The content covers blog posts, social media posts and eDMs. Social media ads were also created.

 

The Content Republic team create, schedule and boost the social posts as well as build and run social media campaigns. The latter included a Page Likes campaign that aimed to generate 5,000 page likes for the client.

 

The social posts and eDMs link back to the website to ensure a steady stream of traffic.

 

Every week, a report is sent out to the Discover Downsizing team to keep them up to date with the results of the campaigns and the performance of the social posts. A regular monthly meeting with the Content Republic team also takes place to ensure that the goals and strategies are on track.

 

Final Report

 

Content Republic has developed a streamlined strategy that encompasses the main goals of Discover Downsizing – growing and educating its online community about downsizing and its many benefits through creating timely, relevant content for different platforms (blogs, eDMs, social media) and running social campaigns.

 

In August 2021, the goal of reaching 5,000 page likes on Facebook was achieved. Social media boosting campaigns also helped to increase audience engagement, creating conversations around downsizing.

 

Feedback

 

Stuart Lamont, Chief Executive Officer at Caravan Industry Association of Australia, has this to say about our work for them:

 

 

Content Republic constantly creates high-quality digital content that is designed to resonate strongly with our target audience. Starting our relationship with a strategic workshop has set us up for long term success, and importantly established a consistent brand voice across all channels. Their systems and reporting mechanisms are efficient, and our regular briefings ensure that we maintain a great working dynamic focussed on results. Thank you, Content Republic, for helping us shine online!

 

 

Need help with your social media and content marketing strategy? Our content marketing extension, Content Republic, offers cost-effective services to suit your need. Get in touch today!

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Project Marketing, 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 5 product innovation trends, insights and key takeaways your property business needs to be aware of:

 

Integrating Furnishing

Pet-friendly features are integrated into home furnishings.

 

Trend: Home design brands are adapting to the needs of pet owners with furnishings that are made for human use, but that have pet-friendly features that allow for animal use too. These include everything from seating solutions to entertainment units.

Insight: The pet care industry continues to grow, and people are putting more care into their pets’ lifestyles as they try to accommodate for things like spatial shortcomings. With more people in urban areas and living in smaller homes and apartments, integrated pet-friendly home features are particularly useful.

 
Takeaway: How is your brand (and its products and services) adjusting to customers’ lifestyles?

 

Adjustable Office

Brands offer home office systems that cater to changes in work culture.

 

Trend: Home office systems offered by furniture brands are becoming increasingly flexible and diverse in their uses. These systems offer important features like portability, privacy and space-saving.

Insight: Now that work-from-home culture is likely to remain the norm in the long term, people require at-home workstations that cater to their lifestyles at home. Features like privacy and modularity are important for people working from home–particularly for those with families, roommates, and/or small living spaces.

 

Takeaway: How is your brand catering to changed lifestyles and work cultures?

 

Dating Coach

Digital coaching for people who use dating apps is on the rise.

 

Trend: Dating apps can be difficult for people to navigate, and coaches in this space (both human and digital) are helping people through the process with either one-on-one coaching, or with advice columns connected to these apps.

Insight: The digital habits of the modern age have resulted in a slew of businesses turning up to adapt to consumers’ emerging needs. These new practices come with their own set of challenges and setbacks, and brands have an opportunity to offer solutions to them.

 

Takeaway: How is your brand offering solutions to emerging consumer concerns?

 

Audio Only

Audio-only apps offer new forms of social media and content interactions.

 

Trend: What was recently considered “old fashioned” is being made new again–audio-based communication and engagement with content are being revamped with audio-only options that take the pressure off virtual communication, or allow people to multitask while engaging with content that typically includes videos.

Insight: When it comes to social and content platforms, people are accustomed to soundbites, constant scrolling and communicating with text. With the increased engagement that these platforms are seeing, features that allow for audio-only communication or listening are able to stand out to those consumers who want something new.

 

Takeaway: How can your brand offer consumers alternatives to their entrenched habits?

 

Japandi Expansion

Hybridisation of Scandinavian & Japanese motifs is becoming prominent in design.

 

Trend: Furniture brands and interior designers are combining stylistic influences from Japan and Scandinavian countries to inform a style hybrid called “Japandi.” Spaces with this aesthetic direction combine natural materials and a pared-back colour palette, creating interiors that are minimal and warm.

Insight: Contemporary consumers in faced-paced urban centres are looking to balance the demands of their daily lifestyle with a comfortable home environment. In this space, many are prioritising minimalist designs and simple solutions that can optimise and elevate their living situation, without compromising on aesthetic appeal. When these needs are met, consumers feel more relaxed and can comfortably recharge for the next day.

 

Takeaway: How can your brand optimise the ‘Japandi’ aesthetic?
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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’?
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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 5 sustainability trends, insights and key takeaways your property business needs to be aware of:

 

1. Waste Reduction

B2B waste-reduction platforms, initiatives and collaborations are on the rise.

 

Trend: As brands look to become more environmentally friendly, they’re increasingly turning to businesses that specialise in waste-reduction. Everything from food waste to textile waste is now being addressed and repurposed by emerging B2B businesses.

Insight: As consumers become more eco-friendly, they’re putting more pressure on brands to do the same, and to help them adapt their lifestyles to reduce their personal impact. Brands that make these adjustments in authentic ways appeal to the growing demographic of eco-conscious consumers.

 

Takeaway: How can you better prioritise eco-friendly operations?

 

2. Eco Retailer

Brands offer eco-friendly in-store designs and solutions.

 

Trend: To show their commitment to environmental issues, some brands are implementing eco-friendly designs and solutions in their stores. These include everything from plastic bans to using solar-powered energy.

Insight: As consumers’ concern for climate change and its consequences grows, they’re turning their expectations onto brands rather than just themselves in making a positive change. Understanding that ecological issues are caused more by institutional factors than they are individual actions, consumers are increasingly expecting that brands make changes to lessen their impact on the environment.

 

Takeaway: How is your brand lessening its environmental impact?

 

3. Solar energy Powered Retail

Solar energy is increasingly utilised by the retail and restaurant industries.

 

Trend: Retail and dining establishments are moving brick-and-mortar spaces that are fully powered by solar energy. In doing so, companies are successful in minimising harmful energy use, while simultaneously catering to the concerns of the eco consumer.

Insight: Many consumers—especially Millennials and Gen Z—are conscious about the state of the environment, and the threat of pollution and climate change. As such, individuals are continuously emphasising the importance of sustainable decisions and are taking it upon themselves to hold brands accountable. Through this activism, consumers are experiencing peace of mind for taking care of the environment, and as a result, are drawn to brands that reflect similar values.

 

Takeaway: How can your brand better cater to the eco consumer?

 

4. Repurposed Species

Brands use invasive species to create products and help the environment.

 

Trend: Invasive species in bodies of water can severely impact biodiversity, and some brands are aiming to do something about it with products that use these species in their ingredients or materials. Everything from pet food to tiling is now incorporating invasive species to reduce their environmental impact.

Insight: As consumers become more aware of the many ways in which environmental damage is occurring around the world, they increasingly appreciate brands that promise to alleviate some of those issues. Moving forward, more consumers will prioritise sustainability in their lifestyles and purchase decisions.

 

Takeaway: How is your brand prioritising sustainability?

 

5. Printed Climate-Proof

3D-printed housing prioritises protection from the elements.

 

Trend: As climate change becomes an important factor in how new homes around the world are built, 3D-printed housing is making the process of designing natural disaster-proof housing easier. These homes offer sustainable and protective construction that avoids structural issues in the case of extreme weather.

Insight: As consumers become increasingly concerned about how current and impending weather changes will impact their lives, more are turning to longer term investments and choices that guarantee them some level of protection when it comes to the consequences of climate change. These changes can exist in everything from housing to where people choose to live.

 

Takeaway: How is your brand prioritising long-term sustainability and protection for customers?
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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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