The art of email campaigns

Sending the correct emails to your database is important. In fact, it’s more than important – for many, it’s the lifeblood of their business. Unfortunately, sometimes managing all of those emails can be quite difficult, especially when you take into consideration the pure amount of details property transaction emails can require.

This is where our Campaigns module on BrightfoxCRM steps in.

We’ve made it easier than ever to reach out to, and manage, your databases. In fact, it’s so easy that we use it for our own emails – read on to find out how.

Campaigns

Here’s a basic breakdown of our Campaigns module, as it currently stands: bulk email anyone you have in your database, with just the touch of a button. You can select as many (or as few) as you’d like, and you simply have to select the ‘Email’ button to get into contact.

From there, the world is your oyster: type out a simple email, or use the many merge tags so you barely have to type at all, or paste in a gorgeously designed email from your marketing team. When you’re done, hit send – it’s that simple.

Campaigns isn’t designed to replace your MailChimp or Vision6 email editors. While you certainly can use it for that feature (we do!), it is primarily intended to help you track your correspondence with your database. All emails sent through BrightfoxCRM are automatically logged as an activity and tracked against the relevant contact and/or contract, so you know who you’ve been talking to, and when it happened.

How to use campaigns

Streamlined and simple to use, we know you’ll find sending emails (and tracking their successes) via BrightfoxCRM and the Campaigns module easy to understand.

After selecting the people you wish to contact, open the ‘Email’ screen. From here, you can begin to put your email together. As in the examples below, you might choose to simply send off a brief message to whoever you may be contacting (in the example below, regarding a display suite visit). You might also choose to send an email off to quite a few people, using merge tags to create a personalised look and feel. You might also choose to send off a marketing-approved email template on certain holidays or to announce new projects coming to market.

From here, all you have to do is test (using the helpful ‘Test’ button), or simply send off the email.

If you are bulk emailing a number of people, the system will give you the option to track these emails through the Campaigns module. If you choose this option, you will now be able to track whether your recipients received their email, and when exactly they opened it. This can be particularly useful when contacting buyers or their solicitors regarding contract changes and updates, but it’s also helpful in the day-to-day, giving your salespeople the ability to recognize who is genuinely interested and engaging in your content – and who isn’t even bothering to open your emails.

If you chose to bulk email through Campaigns, you simply have to open the module to see all the relevant information.

Track that email you sent, from start to finish

Clicking on a campaign will allow you to track the basics the emails you sent out. You can see the exact email that person received (especially helpful when you’ve been using merge tags), along with information about when they got the email, when they opened it, and what they clicked on.

See what they got, when they got it, and when they opened it, with just one click

We’re sure that you have existing email marketing software in your business, however, do they integrate with your CRM the way BrightfoxCRM does? What we love about this feature is that your sales staff can manage everything from one platform – no clicking around, or losing things, or forgetting send that email, since the infrastructure is integrated into the CRM they use every day.

BrightfoxCRM is also a lifesaver (and timesaver) for the management team. Your management team don’t have to worry that the sales team are sending the incorrect emails out, as they can create default emails for everyone company-wide to use when responding to particular actions. With seamless, live integration, we give your team the tools they need to succeed in their everyday – no matter where they are or what they’re doing.

If you would like to have a free 20 minute demo of BrightfoxCRM and the campaigns module, please get in contact with us today. The future of proptech is here, and you don’t want your business to miss out.

insights

Insights: The better way to view your data

As we continue to roll out our new BrightfoxCRM and our B-Suite modules, a vast array of new and exciting features are becoming available. One of the most exciting is the new ‘Insights’ module, which will completely change the way you access and view project data.

What is Insights?

Insights is the better way to understand what is happening in your business. It is often called business intelligence, we call it Insights.

Insights is a live dashboard reporting tool that takes the data in your BrightfoxCRM and transforms this into data insights that provide your entire team with a deeper understanding of how well your business, and each project, is performing.

In fact, you might say we’re giving you some insight into the success of your projects and business.

Easily monitor your progress or check in on team members by setting up a dashboard for your project. Arrange the dashboard to your liking, changing graph styles and sizes until you’ve got exactly what you want to see.

The limits of what you can track comes down to the information you’ve entered into your BrightfoxCRM application suite. Your dashboards will also be updated in real time, providing the ultimate real time understanding of what is happening in your business.

What sort of information can I view?

With a clean interface, setting up and using Insights is easy as 1, 2, 3. Once you’re logged in, you can get up-to-the-minute data on projects from many different blocks, including the Purchaser Locations block, the Prospects by Source block, and the Availability by Type block.

Want to know where your purchasers are located? Use the Purchaser Locations mapping block. It’s the easiest way to see where your actual buyers are physically located, unlocking data that you’ve always had through the BrighfoxCRM for you to analyse and use for sales and marketing campaigns.

Purchaser Location block

Prospects by Source is the best block for up-to-the-minute data overview on prospects. Don’t wait until the end of the week (or even month) to see where prospects are coming from – pull the information up on your tablet or phone as you walk into a sales meeting so you’re always up to date.

Prospects by Source block

Availability by Type is a quick and easy way to view complex project data. Track sale status live, with values updating in front of your eyes when properties are sold. Keep an eye on how different property types are selling – and have the ability to see when they’re not selling so well so you can adjust your marketing and sales tactics as needed.

Availability by Type block

Tracking purchasers and their timelines is a matter of dropping the right block onto your dashboard – the Project Purchases Timeline block! Know when prospects plan to buy so you can plan your marketing campaigns and get your sales agents back into contact with them at the perfect moment.

Project Purchasers Timeline block

There are many more blocks available on Insights for you to use – the limit is what data you want to track!

Check out Insights today by getting into contact with us at info@brightfox.com.au or by giving us a call on (07) 3177 0505.

Another Touchscreen Solution

The PropertyMash Brightfox team are industry leaders in building interactive touchscreen solutions for the property industry.

Our touchscreen and iPad App’s are used around the world inside and outside display suits.

Here is one of our latest – the Brisbane Quarter touchscreen. Providing advertising for tenants and a way-finder, it is a powerful way to further activate an amazing site.

Thanks to leading advertising agency Toto who worked with us on this project.

Is your CRM just too hard to use?

If you said yes, unfortunately you are not in the minority. Most CRM software used in the property industry today is simply not fit for purpose, making it just too hard to use.

What do we mean fit for purpose?

Most of CRM implementations we come across which fail can be grouped into two types:

  • huge USA based CRM providers
  • off the shelf real estate specific CRM’s made for real estate agents

We all know about the big USA based CRM providers. Salesforce, Microsoft Dynamics, Oracle and so on are well known household names that CEO’s and CFO’s around the world feel very comfortable implementing. After all if some of the biggest companies in the world use these systems surely they must be fantastic!

Of course they can be. There is no doubting just how powerful they can be. But more than 50% of these implementations fail. Why is that?

The main reason is the complexity of these solutions. They really are a ‘one size fits all’ approach, so when you implement a CRM like Salesforce you simply must commit yourself to a huge implementation and customisation exercise AND significant ongoing management and further customisation.

In fact we recently had a customer who moved over to our Brightfox CRM who has spent $500,000 implementing and customising Salesforce. At the end of 18 months and inordinate costs (the $500,000 does not include all of the internal costs in time and disruption so the true cost was vastly higher) they could not complete simple but essential tasks, such as producing a daily sales activity report, providing a whole of company snapshot of all sales, marketing and contract activity. For that matter they didn’t even have their website lead forms integrated. Why was this such a failure?

The reason is Salesforce (in this instance) has to be extensively customised to meet their (your) needs. And in this simple sentence we have 2 huge reasons on why these implementations fail. “Your needs” and “customisation”.

Our customers are successful property developers and project marketers. They know how to run a successful property business, not how to build software. Of course with Salesforce you need to use software developers, but they in turn must be briefed by your team. And this is a time consuming and difficult process. All of us that have worked and built CRM’s now over many years know this well.

Additionally customising a huge piece of software like Salesforce is just plain complex. All those features that they put in for the big banks, mining companies, FMC’s and so on all make customising it for a property company complex, and hence costly and risky.

With a Brightfox CRM implementation you get a proven product that is built from the ground up to meet the specific needs of a property developer and project marketer. Out of the box it will be working for you and delivering value. Of course you can still customise key aspects to meet the needs of your business, but the essential and complex components are already done. Contract administration, listings, commissions, financial analysis and more, all ready to go and industry proven. This is why Brightfox CRM implementations work. It works, is proven to work, and the demo we will give you is of a live working system, the same system you can implement in weeks, not in months or even years.

Simply lower risk, lower costs and greater rewards.

The implementation of an off-the-shelf software solution built for real estate agents are another common CRM failure we come across. There are a multitude of software solutions created specifically to meet the needs of traditional real estate agencies. They work very very well for these traditional real estate agencies, which is why you almost never find a Salesforce or Microsoft Dynamics implemented in these businesses. They do not work for property developers or project marketers though as they are built for the traditional real estate model – list a home, market that home, sell that home, start again. Project marketing simply does not follow this model. The many nuances that differentiate project marketing to traditional real estate sales are too great to mention here, but rest assured they are many, and fundamental.

If you are interested in a powerful but still easy to use CRM suite that offers powerful integration across all your sales and marketing activity, then the Brightfox CRM should be on your shopping list.

Contact us today for a personal demonstration on the Brightfox CRM.

Yes, there is a complete CRM solution made specifically for property developers and project marketers that you can implement today!

Business Intelligence – Get real time insights into the sales, contracts and marketing activity on your projects

Our new business intelligence tool, Insights, provides uses of the Brightfox CRM suite real time data on the success (or otherwise) of their projects.

Real time analysis on key data is absolutely essential to running a successful property development or project marketing business, and our Insights BI software gives you this.

Insights will provide you with real time graphs or tables on essential information that traditionally takes days to put together, or perhaps you may never have even been aware off.

Of course standard analytics such as breaking down prospects by source, by age group, by reason for purchase are standard, but also breaking this data down by prospect post code, status and time to purchase all add far deeper insights that give you amazing levels of understanding on what your prospects, and ultimately buyers, look like, how they are finding you, and why they are choosing you.

Insights are not limited to prospect data of course. Analysis sales rates by your internal and/or external agents, looking at how many properties they sell in a project, perhaps what type of properties they are selling and even how much discounting they are doing.

Need the current gross realisation on your project at anytime? Insights will give you this and again much more.

Need to understand why contracts are falling over? Or perhaps which agents are having the highest fall over rates?

All of this data is available in real time, in graphs or tables, accessible to your entire management team via our exciting Insights BI software.

Insights is another module in the rapidly expanding B-Suite solution, a selection of online software that collectively makes up the Brightfox CRM suite. Brightfox CRM is a fully integrated CRM solution that provides real time information, analytics and sales tools for leading property developers and project marketers around the world.

For a personal demonstration on the Brightfox CRM please contact us.

The Ultimate Display Suite Presentation Tool

 

Take your display suite with you!

Buyers can’t visit your display suite?

Take your display suite to them!

brightfox-a-propertymash-company

Sell more property faster with our Apps!

  • Take the power of your display suite audio visual presentation and give your prospects the ultimate sales presentation in their home with a PropertyMash.com Interactive App. Developed specifically for new property, our apps give you sales team the best tool to do an online presentation and close the deal, no matter where they have to do the business!

    Can’t get your glossy brochure to your prospects? Go a step further and let them download a fully interactive app that lets them explore your project from home. Our Apps are the ideal solution to your sales troubles with Covid-19 lockdown.

     

    iPhone
  • iPhone

    Explore your building with 360 augumented technology providing even real time availability if you wish. Fully integrated features enable your agents and buyers to search and inspect every apartment, even comparing colour scheme, fit out options and real views. Everything your buyers need to be able to purchase in your project.

  • Our Apps ensure that your sales team have the ultimate sales tool at their fingertips when and where they need it, enabling them to give the ultimate sales presentation every time. Live prices, availability and reservations means that they can then close the deal. Get all of this and more with your very own interactive tablet app.

Don’t let the Mascot Towers cracks affect your sales

Mascot Towers

Buyer Validation. It is just so important into today’s market. We know that over 86% of people read online reviews before they buy.

Reviews permeate every industry and represent a fundamental part of the buyer journey. Would you buy a new car or phone without checking out a review first?

And yet in the property industry most still implement marketing campaigns without any form of 3rd party validation. This leaves a gaping hole in the campaign and will lead to lost sales – whether at the discover/search phase where you just won’t even get onto the list, or even worse, at the validation phase, when all the hard work has been done but the buyer walks away due to fear.

I created PropertyMash.com to fill this void. We provide buyers with the information they need, in a way they want it! Authentic and indepth information that makes them comfortable to purchase.

As one of our clients said:

“Buyers only go online digging around for information on a project or a developer when they are looking for a reason not to buy. You guys do a great job for making them feel comfortable to move forward.”

Yes – we do help close deals. And we also generate leads – lots of them.

Check out my post today about helping buyers gain the confidence to move forward – even with all the negativity in the market about new property at the moment.

https://propertymash.com/news/how-to-ensure-the-mascot-towers-cracks-dont-appear-in-your-new-apartment-buy/

If you are ready to explore the most exciting evolution in project marketing to happen in Australia for a long time, I would love to have a chat!

Is your Project on PropertyMash.com?

The latest real estate portal to hit the Australian market is now live at www.propertymash.com

A dedicated website for new property only, it features new apartments, new townhouses and new house & land projects in Brisbane and the Gold Coast, in Queensland Australia.

PropertyMash  lists every project in the market for free, which ensures that it is the only site which truly does have every project for sale.

If you Project has not been featured on PropertMash yet, you can submit on the site for a free review.

PropertyMash runs on Brightfox technology – using over 22 years of project marketing expertise. Stay tuned for a range of industry first features to be released in coming months.

 

Technology and Property Development

The internet and smart devices have made a dramatic impact on the real estate industry with the prevalence of online listings, real estate apps (realestate.com.au, domain.com.au), and complete on the go access. New technology continues to play a major role in the real estate and property development sector with many new technologies being introduced that will change the way consumers, agents and property developers buy, sell and develop real estate.

Here are some of the technologies being adopted in the real estate market today

Drone Technology

One of the most common technologies being introduced is Drone Technology. Drones are being incorporated to do aerial site images, property location images, 360 degree images to show the areas surrounding property, basically any images that a regular camera cannot capture, drones are being brought in.

Here at Brightfox we incorporate drone technology into many of our projects including apps and touchscreens. As the majority of our projects are apartment developments that are yet to be constructed, drone technology helps with giving the prospective buys an onsite into the development. It allows consumers to visualise the property they want to purchase with level views, area views for surrounding amenities, 180 degree apartment views and 360 aerial views.

Virtual Reality technology

New technology, such as Virtual Reality (VR) goggles, is making a huge impression on younger buyers whilst the older markets are quite happy with the traditional printed sales kit to discuss their potential purchase. What is being shown is that the digital revolution is allowing developers to bring apartments to life for potential buyers in a way the old printed sales kit cannot.

Here at Brightfox we use VR technologies extensively in our touchscreen and App solutions, with augmented 3D buildings and virtual walk through of apartments being very powerful selling tools. These are becoming the norm in development display suits due to the growing interest in seeing these developments before they are even built.

On larger developments these technologies are a definite must have to make things easy for the potential buyer to understand. IPad apps and touchscreens use interactivity for choice, allowing potential buyers to visualise all their options at the touch of a finger.

It can be difficult to show the amount of options in printed sales kits, and even more difficult to update these should there be any changes. When you update the digital technologies, it is simply uploaded and updated at little cost compared to re-printing.

 

It can be safe to assume that the involvement of technology, especially technology that allows potential buyers to interactive with properties, will become even more prominent over the coming years. The more technology develops and grows the more the potential buyer will be able to engage.

 

 

The secret to selling property online – TRUST

Trust - the secret to selling property online

The secret to selling property online? Great and authentic content + awesome social media strategy!

Ok ……maybe you won’t actually make the sale online – you will still need to have good salespeople and be able to close, but this is how you generate quality leads online.

The property industry is prolific at generating content. Every project has literally reams of content written for it come launch date. Website content, brochures, sales kits, press releases, realestate.com.au ad’s…. the list goes on and on.

And now all of that same content is going on social media – facebook, twitter and more. And people wonder why this content doesn’t work. Time and time again I am told by property industry professionals that social media doesn’t work. The answer isn’t that it doesn’t work, its just that you are doing it all wrong. Let me tell you why!

Social media, and the crazy amount of content that is constantly being pushed out into the Internet of things, is changing fundamentally how consumers choose suppliers. In the case of property, how consumers find and buy property.

Gen Y’s, Millennials, and an increasing number of Gen X’s are savvy enough to recognise marketing spin when they see it. They are now looking for authentic content they can trust. Even more than this, they are looking for genuine and trusted relationships with the organsiations they buy from.

So when you push out another PR article on Facebook, don’t be surprised when you get no likes and no responses. Consumers can see through the marketing spin and quickly discount it. Yes they are hungry for content, but if they wanted marketing spin and self-aggrandising claims they would visit Buzzfeed – not your site (sorry Buzzfeed!).

I encourage you to read this article in Fast Company, “the only lasting competitive advantage is extreme trust”. Whilst this article talks about trust in the context of e-commerce, it is spot on when it comes to consumer behaviour online. E-commerce is, and will continue to be, the pointy end of selling online. This is a true transaction and companies like Amazon are genuinely recreating the sales and marketing process to build the trust required to get people to part with a lot of money over the internet. We all can watch and learn from what they do right; and wrong of course. Then we need to start applying this to how we do property sales and marketing.

The property industry, and in particular the off-the-plan property industry, has to start changing. Consumers no longer trust your advertisements. They want, and need, more. They want authentic content and ultimately they want a long term and trusting relationship with you. Sound like music to your ears? It should! Imagine a loyal customer base who can’t wait to hear from you, love reading or watching what you send out, is a repeat customer and most importantly of all, happily refers you to their friends and family.

Since I started out providing digital solutions to the property industry 20 years ago this is what we have been striving for. A 1-1 relationship with our customer which – let me repeat –

can’t wait to hear from you, love reading or watching what you send out, is a repeat customer and most importantly of all, happily refers you to their friends and family. 

From a technical perspective, content marketing and social media is the first genuine opportunity for you to create these types of relationships on an industrial scale. You can now genuinely aim to have these types of relationships with hundreds and even thousands of consumers. It is possible and you should be starting on this journey. It won’t be easy, and it certainly will not be fast, but it is the future of project marketing.

The first step, of many, is building an online persona / reputation of authenticity and trust. Just like in the offline world, this takes a lot of time and effort. So it is all a question of getting started – sooner rather than later.

So how can we help?

  1. PropertyMash.com – this is our new off-the-plan property portal that is all about content marketing and trust. We have a team of journalists who create independent and authentic content that property buyers can trust and rely upon when searching for property. We also publish authentic content that you produce that will help you build your online persona / reputation.

    PropertyMash.com is a whole new way for the property industry to communicate with buyers. We will be pushing content through our portal, social media channels and also into key international markets such as China, Hong Kong and Singapore to enable the property industry to reach out and communicate in new ways.

    Ultimately, PropertyMash.com will generate for you enquiries that are from buyers who are highly qualified and genuine.

    So if you have off-the-plan projects for sale, please get in touch.

  2. Social Marketing for you. Brightfox has a whole social marketing team and we can bring to your project that same expertise that is behind PropertyMash.com. We have our own digital marketing experts and content writers inhouse. So whether is it generating quality content, integrated landing pages to optimise conversion, facebook advertising, re-targeting, Weibo or WeChat, Adwords, Instagram….. you get the idea, we do it. Ultimately this means we generate for you quality leads.