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Thought Leadership

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

Strategy

Social media is an integral part of your digital marketing strategy. Utilising it effectively can help to propel your marketing goals into action and garner great results.

 

2020 saw more and more brands adopt a solid presence on social media in an effort to be where their customers are – on their phones!

 

So, what will 2021 have in store for property brands in the social media world? Our sister brand, Content Republic, suggests you focus on these four trends:

 

1. Have a strong online personality

 After experiencing restricted human contact in 2020, customers want to interact with brands who can communicate their personalities digitally. In fact, it’s never been more imperative to have a clear, consistent and compelling brand personality.

 

As the world continues to open up throughout 2021, content and property marketers will need to ensure they don’t lose the brand humanisation they created on their social and digital platforms in 2020. Now that customers have engaged with and enjoyed authentic and personality-filled content from brands, they’ll expect their feeds to continue to show it.

 

2. Utilise live and short videos

The rising popularity of applications and features like Instagram Reels, Snapchat and TikTok indicate that audiences, especially the younger generations, will continue to respond well to short, impactful videos. The best part about these videos is they require little to no budget, as there’s no need for green screens or expensive productions. Simply use a smart phone and film against an informal backdrop that’s relevant and highlights your real work environment.

 

Some ideas you can implement today include:

 

  • A live construction update that communicates progress

  • 15-second promotional video on Facebook, promoting an upcoming release

  • Testimonials and interviews with satisfied buyers

  • Walk-through of a new development or display

  • Walk-through of your display office, introducing key sales staff

  • A short video showcasing your project’s different community groups and initiatives

 

3. Have a raw and unfiltered brand presence

Your property brand is more than your product, so ensure that you are communicating what goes on behind the scenes to add an authentic personality. The ideal way to engage on social media is to stay true to your brand and its value proposition. Being authentic can help you form a personal and more meaningful connection with your target market. They want to know the human element behind the brand, so producing relatable and relevant social posts will remain the best way to go in 2021.

 

Remember that the content you produce doesn’t have to be perfect and glossy – raw, relatable and real content that lets your brand’s personality shine through performs well.

 

4. Educate first, sell second

It sells to educate first. The customer journey can be a complex process and your audience wants to know that you’ll support them through every step – especially after the uncertainties experienced in 2020.

 

You need to provide your audience with the information they need to make a confident purchase decision. Identify your target market’s pain points and inform them of how your brand can help solve them.

So, before you start posting sales messages, make sure that you’ve educated your customers first. It’s the best way to provide them with the best customer experience and keep them coming back for more.

 

How will you respond to 2021’s emerging trends?

If your property business needs support re-invigorating and optimising its sales, customer experience and content marketing initiatives to respond to new shifts, expectations and behaviours, the Property Republic and Content Republic teams are here to help.

 

Read more in our PRX Magazine: The 2021 Trends Edition.

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Content Marketing, Strategy

What is it?

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

 

How property businesses can use reels

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

 

  • Display home walk-throughs

  • Working from home clips

  • Showcase amenities within the community

  • Client testimonials

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

  • Development and community updates

  • Behind-the-scenes footage from events

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

 

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

 

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

 

How to create your reels

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

 

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

 

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

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

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

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

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

 

How to share your Reels

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

 

Instagram Reels vs TikTok

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

 

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

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Content Marketing, Strategy

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

 

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

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

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

 

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

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

 

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

 

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Strategy

We recently conducted an industry wide Marketing and Sales survey to better understand the relationship between the Development, Sales and Marketing functions. The aim of the survey was to explore what pain-points exist around sales certainty and forecasting and where the industry’s strategic focus lies heading into FY21 and beyond.

 

According to the results, the top three MARKETING CHALLENGES faced by respondents include:

  1. Customer Conversion (32%)

  2. Customer Education (28%)

  3. Achieving Cut Through (28%)

If you’re struggling to enhance your conversions, education and cut-through, here’s some food for thought:

 

Customer Conversion

  • Increased conversion rates can be achieved by providing a number of meaningful touchpoints early on, ensuring your sales team is serious about data integrity and by making sure that follow-up is structured to address your customers’ needs, not just ticking a box. 

  • Having your customer’s lifecycle journey mapped will help improve their experience which will naturally lead to increased conversion and sales.

 

Customer Education

  • The customer lifecycle is a journey. Not all customers are ready to buy now. Educate first, sell second.

  • Consistently publish educational and entertaining content in a variety of formats – blogs, socials, videos, infographics, images.

 

Achieving Cut Through

  • A well-executed customer journey will help you achieve cut-through and stand out from your competitors.

  • Understanding your customer segments will help you create relevant, valuable content that solves your customers problems/pain points.

  • Knowing your customers interests will help you create content that turns heads. Do they appreciate Design? Community? Gardening? Cooking? Local night life?

 

We’d love to work with you to deliver customer experience, social media and content marketing strategies that will increase conversions, educate your audience and achieve cut-through. Talk to us if you’d like to start enhancing your property marketing customer experience efforts.

 

Discover more findings, insights and observations in our 2020 Marketing and Sales survey.

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Content Marketing, Strategy
Social media marketing is a great way to engage audiences and increase brand awareness, however, it’s important to have a strategic plan in place. When it comes to creating a social media strategy for your brand, there are a few things to consider first to ensure you are utilising every aspect of the platforms you’re using.We’ve listed some tips to get you started: Identify your goals Before you jump on social media and start posting, it’s extremely important to determine your goals. Planning your goals out first, enables you to take the best
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Lead Nurture
Social media is an integral part of your digital marketing strategy. Utilising it effectively can help to propel your marketing goals into action and produce great results. Here are 6 benefits you can experience when you implement a comprehensive social media marketing strategy:    1. Increased brand awareness Social media is one of the best tools to achieve online awareness for your property business. By utilising social media marketing, you’ll be able to expand your audience reach and boost your engagement. The more people who know and learn about your
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