Group targets PM in new marketing push

Group targets PM in new marketing push

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The Victorian arm of a major network has reaffirmed its commitment to the property management side of its business by launching a raft of fresh marketing campaigns.

Harcourts Victoria CEO, Sadhana Smiles, told Residential Property Manager that the new campaign was developed after consultation with consumers.

“Some groups focus so much on sales that property management gets forgotten,” she said. “We have a big focus on property management here at Harcourts, which we’ve proven with this new initiative.”

Ms Smiles began gathering feedback when she joined the Harcourts Victoria team in 2012 and identified three key areas for improvement.

“We’ve gone down the path of talking to consumers about what brought them to us in the first place, and capitalising on that to bring more people to the brand.

“We found that more and more people are using property as an investment, so our first campaign we’ve designed is to try and get people off the fence and to take action now.

“We’ve highlighted that now is a great time to buy, especially in the $300,000-$600,000 area, which is seeing great returns.

“Our second campaign focuses on the peace of mind for the landlords. A lot of the time, landlords only hear from their property managers if there is something wrong.”

“Another thing is that investors don’t like seeing that the property manager has made a decision about the property without consulting them first, especially if they see in their monthly statement that they need to spend more money.

“We’ve highlighted the fact that Harcourts property managers are so well trained that landlords can feel comfortable with us.”

The final campaign, titled ‘Who is sleeping in your place tonight?', will target the attachment landlords share with their investment, according to Ms Smiles.

“We’re playing off of people’s concerns about their property," she said. "We want the landlord to know that we know who the tenant is, and that there isn’t five uni students all living in the single one bedroom apartment.”

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