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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Sounds a bit confusing, but also like there're quite a few benefits. So, it's a good idea to link it with crm and marketing automation? D...

Kirsten

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

cc

Marjorie Campbell

Talk to me, Facebook! Social net buys speech recognition company

Read more

This would have the be the worst company to ever use. They never get back to you, they over promise and under deliver and when you questi...

Samantha Colbert

Aussie entrepreneur Nick Bell sells WME Group to Melbourne IT

Read more

Latest Podcast

More podcasts

Sign in