KICK MAR­KET­ING GOALS IN 2019

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As an­other year draws to a close, thoughts may be turn­ing to the pos­si­bil­i­ties af­forded by a few free Satur­days and the prospect of a fresh start in 2019. But while New Year's res­o­lu­tions may seem clichéd, the hol­i­day pe­riod is cer­tainly a good time to un­wind af­ter the spring sea­son, to take stock and maybe, just maybe, start think­ing about the com­ing year.

Re­flec­tion is im­por­tant be­cause it gives us a sense of what we did right and what we could do bet­ter, but it’s only half the pic­ture. To re­ally com­mit to change, it’s vi­tal to have clear goals for the year ahead.

The goal for most of us is ul­ti­mately to reach a higher level of suc­cess each year. But how easy is that to achieve in the con­stantly chang­ing real es­tate land­scape? One com­pany look­ing to pro­vide an an­swer to that ques­tion is Cam­paign­track, the in­dus­try leader in real es­tate cam­paign man­age­ment and mar­ket­ing.

“The bot­tom line is ef­fi­ciency,” says Paul Gal, CEO of Cam­paign­track’s Con­tent Stu­dio.

“To be suc­cess­ful in this en­vi­ron­ment – in an in­dus­try with so many vari­ables – you have to know ex­actly what you need and the most ef­fec­tive way to get it.

“At its core, Cam­paign­track is about stream­lin­ing the mar­ket­ing process for real es­tate agen­cies and agents.”

How Cam­paign­track can help

Pro­vid­ing a high-cal­i­bre ser­vice in pho­tog­ra­phy, videog­ra­phy, floor­plan­ning and copy­writ­ing, the com­pany’s Con­tent Stu­dio busi­ness unit is the per­fect ex­am­ple of this. It al­lows agents to not only or­der, sched­ule and au­to­mate mar­ket­ing col­lat­eral through a sin­gle sys­tem, but to have the con­tent pro­duced by the same sup­plier too.

The con­tent pack­ages avail­able have also been de­signed to ac­com­mo­date dif­fer­ent mar­ket­ing bud­gets as much as dif­fer­ent list­ings. Agents can choose vary­ing lev­els of on­site ser­vice, from hav­ing a sin­gle mul­ti­dis­ci­plined pho­tog­ra­pher/floor­plan­ner with the more cost-ef­fec­tive Guru pack­age, to the premium SWAT or­der, which sees a spe­cial­ist copy­writer join the team on site.

More ev­i­dence of this com­mit­ment to cre­at­ing ef­fi­cient mar­ket­ing so­lu­tions is seen in Cam­paign­track’s con­tin­ued pur­suit of in­no­va­tive dig­i­tal tech­nolo­gies. Ev­ery­one knows the power of dig­i­tal mar­ket­ing. Its salience has been bur­geon­ing for some years now and it is fre­quently claimed that

sur­vival be­yond the early 21st cen­tury hangs on a brand’s abil­ity to em­brace con­cepts of multi-plat­form en­gage­ment with con­sumers.

Yes, this is true. But it’s not enough merely to use dig­i­tal mar­ket­ing. It’s about us­ing dig­i­tal mar­ket­ing ef­fi­ciently.

“In the last year or two, es­pe­cially, there has been a pal­pa­ble shift in the way prop­er­ties are listed,” ex­plains Gal.

“While tra­di­tional mar­ket­ing meth­ods still have an im­por­tant role to play in real es­tate, now we’re see­ing some re­ally clever use of new dig­i­tal plat­forms, which is gen­er­at­ing bet­ter re­sults for the agents pi­o­neer­ing them.

“As a brand, we’re al­ways striv­ing to stay ahead of the curve, look­ing for the most cut­ting-edge dig­i­tal and so­cial de­vel­op­ments,” Gal says.

Tai­lored for your busi­ness

Cam­paign­track al­ready pro­vides agents with a fully in­te­grated sys­tem to stream­line the mar­ket­ing process. Now they have tai­lored a range of on­line prod­ucts ca­ter­ing to an in­creas­ingly dig­i­tal-driven mar­ket­place within the real es­tate in­dus­try.

“What we’re re­ally striv­ing for here is a de­gree of agility that you don’t see any­where else,” Gal says.

“We’re not just iden­ti­fy­ing emerg­ing trends in real es­tate mar­ket­ing and so­cial me­dia – we have a re­ally ded­i­cated R&D team that is tri­alling these new strate­gies and find­ing the op­ti­mal plat­form to de­liver what our clients are try­ing to achieve.”

The re­sult: a suite of three new im­mer­sive prod­ucts de­signed to max­imise the time spent brows­ing on­line list­ings.

Dig­i­tal Ren­o­va­tor is a tool that al­lows the in­te­ri­ors and ex­te­ri­ors of a prop­erty to be reimag­ined by dig­i­tally up­dat­ing mul­ti­ple ma­te­ri­als and colour schemes – ev­ery­thing from kitchen bench­tops to roof tiles – il­lu­mi­nat­ing not just what the prop­erty of­fers, but how it could be recre­ated to ac­com­mo­date in­di­vid­ual buy­ers’ tastes.

Vir­tual Tour gives vis­i­tors a 360-de­gree view of stand­out spa­ces within a res­i­dence, while the Dig­i­tal Floor­plan tool of­fers 2D and 3D per­spec­tives of the en­tire foot­print. It also pro­vides the chance to add the viewer’s own fur­ni­ture to the rooms, to vir­tu­ally walk through their restyled home or even to plan pos­si­ble up­grades by mov­ing walls and re­pur­pos­ing rooms.

These prod­ucts al­low prospec­tive buy­ers not just to ex­pe­ri­ence the feel of the prop­erty but to vi­su­alise its fu­ture po­ten­tial too. At a base level, they give in­ter­ested buy­ers more cer­tainty, whether via a re­al­is­tic walk-through that crys­tallises just how spa­cious a floor­plan re­ally is, or by mak­ing peo­ple aware of the more per­sonal at­mos­phere a new palette could re­veal.

By bundling these bou­tique prod­ucts with Cam­paign­track’s ex­ist­ing cat­a­logue of ser­vices, there is a real op­por­tu­nity to add value to cam­paigns in a cost-ef­fi­cient way. The idea, though, as Gal is keen to point out, isn’t just about dol­lar val­ues. It’s about giv­ing agents an un­der­stand­ing of what is pos­si­ble and how it might help them.

“We’re not just sell­ing prod­ucts,” he ex­plains. “We’re pro­vid­ing a ser­vice – mak­ing sure agents are in­formed about new de­vel­op­ments, and also com­fort­able us­ing the plat­forms avail­able to them. We’re an­tic­i­pat­ing that within the next year these kinds of dig­i­tal prod­ucts will be­come stan­dard as con­sumers come to ex­pect a higher level of de­tail. We’re able to pro­vide that level of de­tail, that qual­ity of ser­vice, that point of dif­fer­ence right now.”

A top-per­form­ing agent in Syd­ney’s Lower North Shore, Shane Slater of The Agency shares the same view. “In­no­va­tions in the dig­i­tal world are only worth­while for us as agents if they can be ap­plied in a rel­e­vant, mean­ing­ful way. Our goal is to gen­er­ate in­ter­est around prop­er­ties and, with a fo­cus on en­hanc­ing the cus­tomer ex­pe­ri­ence, Cam­paign­track’s dig­i­tal prod­ucts ac­tu­ally give us an op­por­tu­nity to re­ally cus­tomise our cam­paigns.

“Ev­ery list­ing is dif­fer­ent, so it needs a dif­fer­ent mar­ket­ing ap­proach. The range of tools we have at our dis­posal now means it’s eas­ier to cre­ate a cam­paign that will res­onate with cer­tain buy­ers. I’m giv­ing the right peo­ple a bet­ter chance to fall in love with each home, and from a busi­ness point of view I can choose to add weight to cer­tain cam­paigns with­out pay­ing for things I don’t need,” Slater says.

Plan for suc­cess

If you’re al­ready cast­ing an eye for­ward to the New Year and set­ting your­self the goal of reach­ing greater heights in 2019, it might be worth tak­ing some time out over the hol­i­days to re­flect on the year gone. How much value have you been get­ting from your cur­rent mar­ket­ing ap­proach? How could your use of dig­i­tal plat­forms lift your cam­paigns to new lev­els of en­gage­ment?

“New mar­ket­ing in­no­va­tions are al­ways ap­pear­ing, par­tic­u­larly in dig­i­tal and so­cial realms, so it’s an ex­cit­ing time for us,” says Cam­paign­track’s Paul Gal.

“We want to stay at the fore­front of the in­dus­try as it changes, so that our clients are able to be more ef­fi­cient, more cut­tingedge and ul­ti­mately more suc­cess­ful.”

Paul Gal Dig­i­tal floor­plans

Dig­i­tal ren­o­va­tor, orig­i­nal photo Dig­i­tal ren­o­va­tor, af­ter

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