pursuit of marketing effectiveness accelerating sales when...

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Company Confidential

Pursuit of Marketing Effectiveness: Accelerating sales when

property markets are uncertain

Bjorn Sprengers | CMOPropertyGuru Group

3 May 2018

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Company Confidential

My Approach Today

Developer Needs

Marketing Best

Practices

DeveloperNeeds

ConsumerTrends

MarketingBest

Practices

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MissionHelp people make confident property decisions through Relevant Content, Actionable Insights, and World-class Service

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PropertyGuru is Asia’s no. 1 Online Property Group

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>550,000

>25 Million

2 Million

Leading Portals

Property Listings

Property Seekers Monthly

Sales Enquiries Monthly

~$17 Billion Transaction Value Annually

11 Active Markets

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What We Do

Sales effectiveness (ePropertyTrack)

Site & Project feasibility (Pre)Launch Post launch Remnant

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Leads

Brand

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Let’s Have a Look at Developer Needs

Developer Needs

Marketing Best

Practices

DeveloperNeeds

ConsumerTrends

MarketingBest

Practices

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What unit configuration should I include in my land bid?

Who to target?Who will be able to get a loan?

What RE-agency should I work with? Does size matter?

Should I continue to pay such high commissions to appointed agencies or invest more towards my own brand?

How to optimize the effectiveness of (internal/ external) Sales teams?

How to go overseas? Which markets to target?

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Let’s Have a Look at Consumer Trends

Developer Needs

Marketing Best

Practices

DeveloperNeeds

ConsumerTrends

MarketingBest

Practices

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Source: Beyond the Bricks The future of home buying, HSBC Study, 2017

Property Search & Research has Moved Online

>90% 81%

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… And Online Means ‘Mobile’

Smartphones are the preferred way

of accessing the web for over 90% of active internet users in SEA, with

users spending an average of 3.6 hours per day on mobile web.

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To ZMOT or Not to ZMOT, that’s the Question!

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Consumer expectations shaped by out-of-category experiences

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Company Confidential

Let’s Have a Look at Marketing Trends

Developer Needs

Marketing Best

Practices

DeveloperNeeds

ConsumerTrends

MarketingBest

Practices

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Build Your Brand on Authenticity & Purpose

“Singleness of purpose is essential for all success in life; no matter what may be one’s aim.”John D. Rockefeller

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Marketing Accountability & Media Effectiveness

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BEAM is our Proprietary Method for Accelerating (Brand) Media Effectiveness

What does it aim to deliver?

• Insights into what channel (eg TV, OOH, Online display) works hardest for brand?

• Understand optimal investment levels per channel?

How does it work

• Apply quantitative (performance mrkt) techniques to branding

• Replace static media plans with high-velocity media experiments

• Replace agency commissions with performance-based compensation

What is BEAM?

(Proprietary) Media spend optimization strategy that quantum leaps Media ROI

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The Math Behind BEAM

Multiple linear regression attempts to model the relationship between the independent

variables (media inputs) and the dependent variable (BQI) by fitting a linear equation to the

observed data. Put simply, this process allows us to understand through the formula below,

what is the relative impact of each input on BQI.

𝑩𝒓𝒂𝒏𝒅𝑬𝒒𝒖𝒊𝒕𝒚 = 𝛼 + (𝛽1 ∗ 𝑇𝑉) ∗ (𝛽2 ∗ 𝑅𝑎𝑑𝑖𝑜) ∗ (𝛽3 ∗ 𝑃𝑟𝑖𝑛𝑡) ∗ (𝛽4 ∗ 𝑂𝑂𝐻) ∗ (𝛽5 ∗ 𝑂𝑛𝑙𝑖𝑛𝑒) ∗ 𝛽6 ∗ 𝐸𝑐𝑜𝑛𝑜 …

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Strong Difference in Channel Effectiveness (ie Impact on BQI) Across Media ChannelsExample Malaysia

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To Service or to Die…!

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To Service or to Die

The odds of qualifying a lead decline by over 6 times in

the first hour

-600%

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Artificial Intelligence

and Machine Learning

Artificial Intelligence & Personalization

AI-enabled hyper-personalized search

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Marketing Best Practices… In Summary

Immersive experiences

PropTech

Personalisation

ServiceExcellence

MarketingAccountability& Media Effectiveness

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Best Practices at the Sweet Spot

Developer Needs

Marketing Best

Practices

DeveloperNeeds

ConsumerTrends

MarketingBest

Practices

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Best Practice 1: Brand Thyself

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Best Practice 1: Brand Thyself

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Best Practice 2: Leverage Data & Technology for Better Targeting & Higher Media ROI

• RM 1.5bn GDV project in an over-supplied Sentral KL area

• Pre-sell at least 200 units of first phase

• Needed 1,800 pre-sales registrations within 4 months (Q4,2016)

The Problem The Results What’s NextThe Solution

Phase II: Sales automation partnership

22m views on

PropertyGuruInventory

6k validated leads

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Best Practice 3: Use Technology to Convert More Leads into Sales

How are the best Developers increasing their lead conversion rates?

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Online Booking & payment

Point of SaleDetailing

LeadManagement

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LeadManagement

Auto-Capture Captures and unifies leads from all channels into a single bucket

Smart-AssignEnsure fast response by auto-assigning your leads to your right sales reps based on your preferences. Sales reps will need to accept the lead before it expires and goes to the next rep.

AnalyticsGet insights into conversion rates for your lead sources and sales reps’ performance to easily plan & manage your business.

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1 Agent is notified of new lead

2 Agent loses lead if respond too late

3Agent must update

status to receive new leads

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From Anywhere In The WorldPoint of SaleDetailing

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Point of SaleDetailing

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Online Booking & Payment

Lock a unit online Online down-payment

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The Sweet Spot… In Summary

Leverage Data & Technology for Better

Targeting & Higher Media ROI

Use Technology to Convert More Leads into

Sales

At Point of Sale, Enable Direct Booking & Down

Payment

Brand Thyself Immersive Experience at Point of Sale

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Company ConfidentialCompany Confidential

Get in touch!

bjorn@propertyguru.com.sg

propertyguru.com.mypropertygurugroup.com

Bjorn SprengersCMO

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Thank You!