In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Real estate chain, Ray White, is hoping to better target homeowners across Australia with a new series of personalised market update videos based on data-driven insights.
The videos have been created by Data Creative for Ray White and are provided via the franchise organisation’s centralised database network to enable agents to create assets on-demand for one or thousands of contacts. This is achieved by integrating price analytics insights from PriceFinder, as well as residential property data from REINZ Data, including market information about a local area including recent sales, suburb statistics and local auction highlights.
The videos are optimised for viewing on mobile devices and have been in pilot phase for three months.
Ray White CEO for growth, Mark McLeod, said a key mission for the business is to provide an information-led customer experience that better fits the way consumers behave today.
“We know the importance of mobility and we are designing these videos to fit inside a new concept within the mobility space labelled ‘micro moments’ in the way people view and digest information on their phones,” he said.
“Real estate is very much a relationship-based industry and the best way to connect with someone is to actually refer to them as an individual. This was very much at the top of our thinking – communicate with people in a warm and informative manner.”
The videos replace Ray White’s existing market update reports, which have been in place for about two years. Franchisees across its 1000 offices nationally now have the choice to take up the video capabilities through the organisation’s One System technology platform.
One sales agent in Balmain, Jack Parry, said interaction with clients is now far more attractive and interesting as the video has information specific to that potential buyer, vendor or homeowner.
“The personalised video is something that’s different and we’re getting great feedback on how it looks,” he said. “The personalised market updates give us a competitive edge over companies and other agencies who are not interested in accepting change, or embracing the evolving technology that’s available.”
The video-based market reports are the first cab off the rank for Ray White in terms of tools the group hopes to launch, all in the name of the customer.
Data Creative CEO, Renece Brewster, said the videos were the natural next step for Ray White, which has been working to build a reputation in the industry for innovation.
“Ray White’s sophisticated platform enabled us to integrate Data Creative across the network and we’re excited to work with them to create one-of-a-kind experiences for customers,” she said.