Think Property & Co.
Melbourne; North, Inner City, South through to Bayside
Start up business
Think Property is an independent owner operated real estate agency with a twist. Founders started this business to challenge the status quo of a relatively rigid industry by putting the customer first. They needed an online shop front that would reflect their unique and innovative approach and empower their prospective clients to become better equipped to make an informed decision on their forthcoming property investment, or rental. Think Property chose Digital White Space (DWS) because of their Melbourne-based team of strategic and digital marketing and creative expertise (whom also boast decades of experience in the industry).
The challenges faced by Think Property & Co are not unique. These challenges stem from the often negative association and reputation of many Real Estate agents and landlords. Based on our our research in the initial phase of this project we found that:
Based on the aforementioned research findings, Think Property & Co in conjunction with DWS identified an opportunity to differentiate their brand by operating solely online (without a High Street location). Their aim was to capitalise on these challenges by:
On behalf of Think Property & Co, the DWS team addressed these opportunities by developing a bold and differentiated brand and building an intuitive platform that clearly communicated their unique value proposition.
To achieve this, DWS took a customer-centric approach by crafting a website to support and encompass Think Property’s online-only business model, which was complemented by a digital and social media focused campaign strategy. This digital approach allows for active social listening and effective monitoring of consumer behaviour. This is achieved through the analysis of behavioural metrics including brand mentions, social sharing, open rates, click through rates, multi variant testing, exit rate analysis and goal path analysis amongst others. Ultimately, this results in a process of continuous improvement, Think Property & Co are able to quickly adapt to ensure that they are always providing the best service and content on the best platform.
Based on the aforementioned research findings, DWS adopted a highly localised approach to the creative direction. Avoiding stock imagery and opting to capture the local flair of each individual suburb. Each photoshoot focused on local icons, amenities, unique spaces and other areas that buyers and renters would consider when making their application or purchase decision.
In order to create a memorable and distinct brand, the DWS team used neon colours and geometric shapes alongside grey and pine lime brights. These designs often feature a colloquialism or fun image with a dog (french bulldog dressed up) to ensure that the brand has a distinct personality and to show users that will be treated as individuals, not just generic customers.
Each suburb (referred to as a “stomping ground” on the site) serviced by Think Property & Co, boasts its own microsite featuring;
The site features a variety of functions designed to address the pain points of customers, utalising the latest digital tools and techniques available.
CMS of choice
The DWS team chose the WordPress content management system (CMS) which is an open source platform industry leader so it is normally first to market with trending features and plugins. Additionally it is ideal for search engine optimisation (SEO), easy to use and mobile enabled in order to create a great user experience.
The site is socially activated, enabling the directors to track and record customer or prospect feedback through analytics and measurement. The team at DWS also opted to include a range of plugins and API’s to harness all publishing and advertising of properties from Real Estate Advertising platforms such as REA, Domain etc. integrating listonce into the website. These feeds are then pushed through into the social media platforms. To enable this social media feature, the DWS team created multiple social media accounts for Think Property & Co. Including:
This approach benefits Think Property & Co with the reduction of manual uploads and syncing properties, as well as it benefits customers and users to easily refer and alert friends/family via social media on properties available.
Across all media, owned, earned and bought we ran promotional campaigns that drove impact, featuring them in specific lifestyle targeted spaces to drive impact and cut through.
Following industry trends inline with a digital strategy all in order to maximize the benefits of SEO, a microsite for each suburb Think Property & Co services was created. Providing specific information for customers to understand the benefits of why they would want to live, rent or buy in the area, over twenty microsites feature:
Think Property & Co is primarily online, with no high street location the site exceeded goal conversion rates by incorporating a process of continuous analysis and improvement. Through tracking user behavior via heatmapping, exit page analysis, etc. and responded accordingly by including more content, more calls to actions, restructuring content, A/B testing features and pages. The following results recorded between 1 August 2015 and 31 July 2016 include;
Drive up new business enquiry, achieved through;
Multi tactic approach to continue to decrease bounce rates, drive up organic search, increase inbound enquiries and maximise ROI of advertising campaigns. The site is supported weekly with digital experts, technicians and marketing people. It is regularly reviewed by the SEO team, and maintained to its optimum. Ensuring customer access and service is a paramount. As technology changes and adapts so too will the future of Think Property & Co’s website in accordance to relevant trends and tools available.