By
Michael Bird
November 19, 2024
•
28
min read
In Market Insights EP73, Mike Bird from Urban sits down with John Meagher and George Glover to delve into the transformative power of data and analytics in real estate sales and marketing. This insightful panel explores how developers and project marketers can harness data to better understand consumer behaviour, optimise sales strategies, and adapt to a rapidly changing market landscape.
John Meagher, Founder & Managing Director of ThreeSixty Property Group
George Glover, Co-Founder & CEO of Social Garden
John and George highlight the importance of leveraging data tracking to reveal consumer preferences and purchasing intentions. By analysing engagement patterns, real estate professionals can identify what buyers are truly interested in, allowing for targeted follow-ups that drive higher conversion rates. Key takeaways include the value of personalised engagement and how advanced tracking systems help assess lead quality and follow-up effectiveness.
The discussion emphasises the need for a balanced approach between high-touch, personalised interactions and scalable, tech-driven automation. Simple gestures like handwritten notes can significantly build rapport, while automation ensures consistent communication with prospects. By integrating human touches with technology, agents can create more memorable and effective customer experiences.
As the real estate market evolves, embracing AI and data analytics is crucial for staying competitive. John and George discuss how AI-driven predictive analytics provide deeper insights into market trends, pricing strategies, and customer engagement, empowering developers to make informed decisions. Despite rapid technological advancements, fundamental sales principles remain vital, underscoring the importance of a human-centric approach in real estate.
Developers can gain a competitive edge by aligning projects with specific consumer needs and trends. The panel highlights how data analytics can uncover market gaps, guide project development, and influence design choices. By leveraging insights into interior trends and buyer sophistication, developers can craft products that resonate with the market, leading to successful sales outcomes.
The integration of CRM systems and AI-driven personalisation is revolutionising real estate marketing. The panel discusses how data standardisation and automation allow for scalable yet highly personalised consumer interactions, providing agents with a 360-degree view of the customer journey. Accurate and consistent data is crucial for delivering tailored experiences that capture buyer interest.
John and George also offer practical strategies for projects facing sales challenges. By pinpointing breakdowns in the sales funnel, developers can refine their marketing and pricing strategies. The discussion underscores the need for real-time data analysis to adapt quickly to market shifts, helping to turn around underperforming developments.
Closing the session, the panellists explore how AI is reshaping personalised marketing in the property sector. From customising messaging to optimising timing for maximum impact, AI tools enable precise targeting and engagement at scale. However, the foundation of these advancements lies in data accuracy, highlighting the ongoing need for robust data collection and analysis practices.
A private lunch for 80 of VIC apartment industry leaders featuring panel discussions with Ilan Samuel of Samuel Property, Brad Walters of Equifax, Corey Nugent of Resilience Insurance, John Meagher of Three Sixty° Property Group, George Glover of Social Garden, Jeroen Weimar from the Department of Premier and Cabinet (Vic), and Michael McCormack of Milieu Property. Topics include iCIRT ratings, consumer confidence, data analytics in sales, and government roles in supply. Explore insights from top experts driving innovation and policy in the real estate sector.
More panel highlights and photography:
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Speak to the team about leveraging the Urban audiences and services for your new development.
Greg Billings
Director of Residential Projects
Sonia Fava
Director
Nick Clydsdale
Senior Director
Heath Thompson
Director
Todd Matheson
Director
Thomas Panson
Project Sales & Marketing Agent
Scott Jessop
Head of Sales & Marketing
Alex Adams
Head of Sales & Marketing and
Head of New Business
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