Refreshing a brand


With the real estate industry being the dynamic, ever changing beast it is, it was understandable, when Biggin & Scott Corporate came to us needing assistance to manage their brand, that they had been struggling to find time internally to do it, instead focusing on helping their vendors achieve great results.

For Biggin & Scott Corporate, managing their brand meant a ‘refresh’ of their overall look, a revamp of their marketing tools, rolling said tools out to their team and communicating with their Agents how and when to use the resources for maximum impact.

After a thorough investigation, we suggested we create the following:

  • A ‘refresh’ of their corporate branding pieces to appeal to a wider audience
  • An update of all their existing collateral with the fresh new look
  • A pre-listing kit which we individualised for each office
  • The implementation of an internal email marketing events, awards and training
  • An internal events poster
  • A marketing showcase
  • A branded meeting agenda
  • An assortment of Agent marketing pieces

The overall result has been a resounding success with the new Biggin & Scott ‘look’ being accepted wholeheartedly by both Agents and vendors alike, ensuring that they retain their competitive edge and excellent reputation within the industry for years to come.

Click here to learn more

How to kick your Real Estate goals

It is an exciting time for Stockdale & Leggo this year as the group celebrate their 80th birthday. To acknowledge this significant milestone, they wanted to change things up with a more fresh and modern approach to their branding.

More specifically the challenges they faced were:

  • Attracting Sales Agents new to the industry
  • Refreshing marketing pieces to support the great work their Agents were doing
  • Ensuring their social media footprint reflected their sharper, more modern approach

To solve these issues we suggested a comprehensive but targeted branding exercise. Some of the elements included:

  • A series of indoor and outdoor billboards to be utilised in public spaces
  • A ‘lifestyle’ tv commercial to be showcased at half time at Etihad football stadium
  • A recruitment advertising campaign
  • A series of branded marketing pieces which their agents can order online through a dedicated marketing portal
  • Social media management across multiple platforms for their overall brand

Our approach was to focus on the ‘end result’ of how the brand assists clients with achieving their real estate dreams, showcasing their desired ‘lifestyle’ rather than the traditional industry approach of focusing on Agents or the properties themselves. The overall result has been positive with four new Stockdale & Leggo offices opening recently, attracting an influx of young, dynamic Agents to the group.

Click here to learn more

Sales Listing Kit Webinar

 

Earlier this week we held a webinar on the benefits of our new Sales Listing Kit. We have had some excellent feedback and wanted to share the recording with you in case you missed it or would like to hear more. 

As a clear discussion point to use whilst meetings with vendors, the Sales Listing Kit is the ideal tool to assist you explain the sales process and what you can offer. We guarantee it will make listing homes a breeze. 

This product is exclusively available to one agent per postcode, so if you’re interested in finding out more information, feel free to give us a call on 1300 590 494 or click here.

Outbound and Inbound Marketing: What’s the Difference?

Outbound marketing has been around since the very beginning of marketing. Billboards, television, news and online advertisements all compile this facet of advertising. Inbound marketing, on the other hand, fuelled by the rise of social media and equivalent platforms, is relatively new. Both have their place in the marketing world but also have a degree of separation in the way they win over buyers. But before we compare them, what exactly do these concepts represent?

Outbound marketing
With the rise of adblockers and millennials becoming less and less tolerant to intrusive advertisements, outbound marketing is actually on the decline. You can think of outbound marketing as all of the traditional approaches to advertising. This approach is based around the idea that customers need to be sought out and presented with advertisements. In essence, it is an approach that forces the product onto the consumer. Unsurprisingly, many potential customers find this invasive, much preferring the offerings of inbound marketing.

Inbound marketing
Inbound marketing is a new approach to advertisements that is built around the fundamental understanding that useful, non-invasive, possibly entertaining marketing is of a much higher appeal to consumers than the traditional approach. It tries to win over buyers, rather than forcing its presence upon them. It can do this by providing the information in social media accessible infographics, podcasts, blog posts and ebooks. This method allows for the emergence of a relationship between marketer and consumer that is multi-dimensional.

Now that we understand the definitions, let’s look at how the two approaches weigh up.

Relationship with the consumer
Outbound – the relationship with the consumer is non-existent. The advertisement, or marketing strategy, gets forced through either an invasive advertisement or pop-up. The presented information allows for no interaction and is purely a one-sided approach.

Inbound – there exists an interaction between the consumer and the marketer. Whether it is presented in an infographic, article, blog post or podcast, the marketing strategy is set up so that the consumer wants to come to the marketer.

Value of the advertisement
Outbound – there is very little to no value in the outbound marketing strategies. This is due to the fact that the advertisements are solely trying to sell a product, not any useful information alongside it.

Inbound – there is inherent value within this marketing strategy. By providing the information in the form of a blog post or similar medium, there is room to inform and entertain as well as advertise.

Inbound marketing is a rising force and will continue to become more and more prominent as the years go by. Through a thorough understanding of this technique, you can gain an advantage and learn to work with consumers, rather than against them.

Prospecting Program

hc-poster 2

Have we inspired you to develop a marketing campaign for your team? We sure hope so! It really is a true and tested method of ensuring your brand has the opportunity to maximise exposure through consistent material, and the marketplace is receiving relevant information from you.

For a deeper look at the best way to manage the plan, we wanted to briefly show you the Prospecting Plan Poster we designed for James Packham’s team. On it, we have placed examples of their products along with a brief description. This is used to help the Harcourts Packham team stay on top of what’s going out when and how it will be delivered. It’s a simple concept that makes it easy for the agents to segment their database and call the right people when the time comes!

If you’d like to know more about the benefits from the Harcourts Packham team, or in case you missed it, last week’s video chat is below.

Are you ready?

 

After seeing exponential growth in their team over the last two years, Harcourts Packham Property is now the largest in their marketplace. Our team have had the pleasure of building and running their marketing program, and we wanted to have a chat to James Packham about how the plan has helped his team achieve.

Grab a coffee, sit down and relax as we talk all things marketing, growth, recruitment and success with James. We guarantee it’s worth watching!

And remember, if you have been thinking about developing a marketing plan for your sales team but haven’t made the decision, please feel free to reply to this email or call me on 1300 590 494 to discuss how our marketing packages can help.

Has your team got a game plan?

We understand that running a real estate agency can be a time consuming job and you may not have the resources to ensure your marketing is reaching its maximum potential in the marketplace.

This is where the Identity Marketing team come in.

We develop and maintain tailored marketing programs specifically for agencies, because we know working as a team is the best option. Marketing programs assist in ensuring high quality and consistent material is going out to your clients and potential vendors at all times.

To explain this further, we wanted to briefly take a look at the plan we’ve devised for Harcourts Packham Property.

Market ChatMonthly Video
A video is scripted, filmed, edited and then emailed to their database each and every month. This helps build profiles and allows recipients to familiarise themselves with their agent, whilst receiving up-to-date statistics.


Anniversary Card

Anniversary Card
Past sales clients receive an anniversary card via direct mail. This not only gives the agent an opportunity to touch base with their clients to see if they need any assistance, but also helps to build their relationship that little bit further.


 

Monthly Report

Monthly Report
Each month, reports are dropped into the letterboxes of homes around their marketplace. These are filled with the past month’s statistics and sales in the suburbs, with the aim of setting the agent up as the area expert.



Quarterly Report

Quarterly Report
Clients on the database are posted a quarterly Marketplace Review, providing an overview of the agency’s success in the past three months. As it only goes out once a quarter, this is a gentle way to stay in contact with past clients without being intrusive.

If you would like to chat about building a marketing program for your office, feel free to call Steve on 1300 590 494.

Real Estate Photography Tips

In terms of closing a big deal and earning your livelihood, photography is one of the most important areas of real estate to get right. It is not just a matter of snapping a few shots for prospective buyers or renters to flick through—it is a skill that must be mastered in order to show a property in its absolute best possible light and to attract the most interest.

Most people have a horror story that revolves around viewing a property that looked impeccable in its portfolio of images, only to be faced with the harsh realisation that it is falling apart at the seams. Alternatively, maybe you took a chance on taking a look at a place that didn’t look that impressive in its photographs, only to be pleasantly surprised by what you saw in person.

Real estate photography requires the perfect mix of capturing a property in the best way possible, whilst also being realistic about its potential.

Even if you are a real estate agent or broker, and not a professional photographer, these handy hints and tricks will help you on your way to creating an impressive portfolio of shots.

Neat and tidy is key
It is extremely off-putting to look at available photos of a property, either online or in hard copy, and not be able to see through the areas of mess or clutter in every nook and cranny. Many listings make this fateful mistake, often due to the residence being occupied at the time and having to work around current tenants and their belongings.

Even if a space is still being used, this isn’t always to your detriment. Spaces with furniture already in them often do well, as a potential buyer or renter is able to get a better idea of how the area looks when it is furnished. Just make sure to tidy up any clutter and have clean surfaces with well-organised furniture. Remove odds and ends that will crowd the space and you may be on to a winner.

Lights, camera, action!
You may think that an overhead light is too bright and garish for real estate photography, but you’d be wrong. Open up all blinds and curtains and turn on lights in the property to capture effective interiors how they truly appear. If you have access to a camera with a great flash, make the most of it, or if you are working with a particularly dark property, portable light stands are the way to go to get a professional finish.

Steady on
A tripod is crucial in the creation of stable, steady photographs that don’t look like they have been taken on a hand-held camera or smartphone. Even the slightest movement of the camera will compromise the quality of your shots, leaving them with an amateur feel. Pair this trick to a wide-angle lens camera where possible—potential buyers and tenants love being able to see almost an entire room in one clean, bright shot. This way, they are getting a well-rounded idea of the size of an entire space and are more likely to want to progress to the next step.

Real estate photography is an area of the trade that requires patience, skill and a dedication to produce a series of well-thought-out images that capture as much of a space as possible and give prospective buyers or renters more incentive to book an inspection or even submit an application to make it their own.