Franchise giant launches personalised market update videos

Australia’s largest real estate group has launched personalised market update videos developed to engage with thousands of homeowners individually across the country.

Data Creative developed the videos exclusively for Ray White, which boasts more than 1,000 offices across the country, all interconnected within the same network.

The in-built technology works within the one database and enables agents to create unique videos on demand for one particular contact or thousands at a time by pulling data from Pricefinder and REINZ Data.

The videos can be sent to active buyers, vendors and potential vendors and incorporate market statistics about their local area including recent sales, suburb statistics and local auction highlights.

“It’s important to the company to be able to provide an information customer experience that fits inside the way consumers behave today,” said Ray White’s CEO of growth, Mark McLeod.

“We know the importance of mobility and we have designed 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,” Mr McLeod 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.”

Renece Brewster, CEO of Data Creative, said Ray White’s sophisticated platform enabled her to integrate Data Creative across the network.

“We’re excited to work with them to create one-of-a-kind experiences for their customers," she said. "The market reports are just the start of the tools that will be available.”

Jack Parry, sales agent for Ray White Balmain, said the interaction with clients is now far more attractive and interesting since the video has specific information that is relevant to individuals.

“We’ve been doing the same market report for over two years now, so the personalised video is something that’s different and we’re getting great feedback on how it looks,” he said.

The videos are available to the entire network of Ray White agents through leading technology platform One System.

Click here to view a sample video.

[Related: Real estate giant partners with REA Group]

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