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Thought Leadership

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

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, Strategy

Developing a strategy is a crucial step for any new project, initiative or venture.

 

In order to set your project up for success, you need to have a documented strategy that delivers on the vision and value proposition, demonstrates a clear understanding of your customer and how they move through the project lifecycle. This then influences the brand development.

 

Your strategy will have a greater chance of succeeding if the whole team is on board with a thorough understanding of the value proposition and their individual responsibilities. This means that the development of your marketing strategy needs to involve the marketing, sales, design, development, customer relations and community teams.

 

Start with the objective

 

Let’s face it. A development business exists to make a profit. A marketer that can think in terms of achieving sales and delivering profit is worth their weight in gold. The best development businesses that consistently make a profit are the ones with the customer at the centre of their thinking.

 

Your marketing objective should be along the lines of:

 

Attract our target audience through measurable lead generation activity, nurture them using educational and entertaining content, delivered utilising technology and an integrated marketing, sales, customer relations and community experience to convey our brand promise. This will ensure we achieve:

 

  • XX sales by DD/MM/YYYY

  • Profit of $XX

 

Then outline the strategies you will use to deliver on the objective. Some ideas around strategy categories:

 

  • On-site customer journey

  • Digital customer experience

  • Collateral

  • Content

  • Lead generation

  • Events

  • Launch

 

Example: Lead generation

 

Our lead generation target is XX new leads per week (based on a XX% conversion to sale) and will come from the following mediums:

 

  • Social campaigns

  • Digital advertising

  • Strategic signage

  • REA listings and project page

  • Builder referrals

  • Customer referrals

  • Search engine marketing

 

Note: Sales suite visits or your website is not a lead generation method. People don’t just wake up one day and know you have a sales centre or type in your website URL. They are prompted by some type of advertising. Each of these sub-categories should then have action items, responsibility allocation and due dates listed.

 

For more insights on how to ensure your new project is set 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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Strategy

Every Development, Marketing and Sales professional could sleep well at night if they had sales certainty.

 

Sunday night reports would become a thing of the past, as would a manic change of strategy at each Monday sales meeting.

 

Perhaps marketing spend on lead generation could be reduced and more focus could be placed on the customer experience.

 

Sales certainty thought leader, Simon Bowen, believes that “when selling becomes so reliable and predictable that the business has a sense of certainty, sales turns into a superpower that can drive confidence in all other decisions.”

 

It got the Property Republic team thinking: How predictable are your sales?

 

If you are a  Development, Sales or Marketing Professional, we hope you can spare eight minutes of your time to complete our 2020 Marketing and Sales Survey. It aims to explore what pain-points exist around sales certainty and forecasting and where your strategic focus lies heading into FY21 and beyond.  

 

Take the survey here

 

We want to know your:

 

  • marketing and sales challenges and pain points

  • preferred marketing channels

  • strategic priorities; and

  • who holds the power.

 

We hope to gain some valuable insights into the current landscape, identify trends and use this information to work with our clients to drive better outcomes. We’ll be sharing the insights in our eDM’s and across our socials so keep a look out towards the end of July.

 

And to get you across the line, there are  2 x Gourmet Traveller Vouchers to the value of $250 up for grabs, please leave your details when asked to do so when completing the survey.  Winners will be announced on our LinkedIn page within seven days of the survey closing. 

 

It’s all in the detail

 

1. Winners will be announced on our LinkedIn page within seven days of the survey closing. 

2. The results of the survey will be emailed to our database (you can sign up at the bottom of this page) and posted on our socials by the end of July. 

3. The Survey is now open and will close on the 9th July. 

 

Thank you and good luck! 

 

Take the survey here

 

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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, Strategy

You’ve created some highly engaging videos for your brand – but where should you post them? There are two popular video platforms you can utilise when it comes to sharing your content – YouTube and Vimeo – and it’s important that you’re able to identify if one, both or neither are suitable for your brand and the quality and style of your property videos.

 

Both YouTube and Vimeo require higher quality videos for a more immersive cinema experience and while they offer similar functions, there are also underlying key differences. Let’s take a look at these platforms more closely to help you decide if they’re the right fit for your video content.

 

A bit about each platform…

 

YouTube

 

One of the most popular video sharing platforms, YouTube is also the second largest search engine, next to Google. It’s where users can watch, like, share, comment on, and even upload their own videos. Some of the most notable features of YouTube include:

 

  • Allows creators to earn money through showing advertisements on their videos

  • Anyone can join the site for free, although they do offer premium subscriptions to viewers

  • Video creators can join the platform’s partnership program when they have over 10,000 views

 

Vimeo

 

Created in 2004, Vimeo has become one of the most popular video-hosting sites in the past decade. Just like YouTube, this site offers users a place to upload, share and view high-quality videos.

 

  • Creators can make money by selling their video content to Vimeo on Demand

  • Users can join the site for free to enjoy basic features

  • Uploaders can choose among several subscription plans

  • No advertisements

 

Important comparisons

 

Upload Limit

 

YouTube allows users to upload an unlimited number of videos. However, their uploads are limited to 15 minutes per video for default accounts. In order to upload longer videos, you’ll need a verified account. For verified users, the maximum upload size is 128GB or 12 hours.

 

Vimeo has a range of plans that users can choose from to suit their needs, with each plan offering different abilities and limitations. Each plan has a specific storage capacity, with the limit ranging from 25GB to 5TB of storage each year.

 

Audience Reach

 

If you want to post to a platform with superior audience reach, YouTube is the place. To date, there are 2 billion active monthly YouTube users, compared to Vimeo’s 240 million.

 

Vimeo holds the distinction of being a community-driven platform. This means that while you won’t get the same traffic to your videos as on YouTube, you’re more likely to get loyal viewers who are genuinely interested and invested in your content.

 

Video Quality

 

YouTube gives freedom to users to upload anything they want, which means that videos of all qualities can be uploaded. Because of YouTube’s huge reach, even if you produced a video of exceptional quality, it could get lost in the clutter of less professional and lower-quality videos.

 

For more tips on how you can successfully engage and convert your audiences with video content, download our guide.

 

If you want to take a deep dive into Vimeo, read our blog.

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Customer Experience, Strategy
The APLACE by Glenvill team journeyed to the Yarra Valley to craft their Customer Service Charter in a workshop facilitated by Property Republic.  Participants were guided through the process of developing their customer service vision, which involved identifying the words and emotions they want their customers to feel, as well as how they want them to describe their experience with APLACE. Response timeframes, availability and customer service principles were developed to provide both internal and external clarity. The workshop also involved an analysis of each customer segment and the development of KPIs. Finally, the
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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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