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

Are you leading technology changes or is technology leading you?

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?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in