Ray White taps data insights to produce personalised customer videos

Real estate chain rolls out new personalised video capabilities that allow agents to create targeted multimedia content for potential homebuyers

Screenshot of the personalised video
Screenshot of the personalised video

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.

An example of the video can be viewed here.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in