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LJ Hooker and Facebook have unveiled the next iteration of the real estate giant’s principal digital strategy, revealing an upgraded initiative that promises to facilitate collaboration on best practices and the sharing of ideas.
LJ Hooker has adopted Facebook’s social enterprise platform, Workplace, to centralise group communications and to aid knowledge sharing.
LJ Hooker’s corporate team, after first successfully engaging Facebook’s Workplace mid-year, will now roll out the platform to its national residential and commercial networks.
As a centralised app platform which is optimised for mobile, Workplace enables LJ Hooker to communicate in a single, secure online space with its entire network.
LJ Hooker’s head of communications, Sarah Dickson, said that the initiative forms part of the network’s 2020 Vision, which plans to cement the brand as real estate’s leading provider of digital services.
She said that Workplace’s ability to cater for the communication and knowledge sharing across the breadth of LJ Hooker’s services made it an ideal all-inclusive platform for the brand.
“It’s increasingly difficult to achieve cut through to our people solely via email, an extremely noisy channel,” Ms Dickson said.
“Like most successful professionals, our principals, sales agents, property managers and administrative team are continually bombarded with emails from all manner of sources, around the clock.
“Ensuring our network is abreast of new initiatives is integral, so whenever LJ Hooker Corporate has a new announcement, such as the strategy and marketing assets for a new marketing campaign, our team simply log in to Workplace to understand all its components and chat [with] our Marketing team.”
Ms Dickson said that Workplace groups have been established as part of LJ Hooker’s training and knowledge-sharing agenda, allowing specialists to interact on an array of topics.
She added that the platform also overcomes the geographic challenges of engaging LJ Hooker offices across the country.
“For instance, we have a chat group for Franchise Owners where together they can discuss a host of operational and industry matters.
“There’s also a group for Property Managers, whereby they can share ideas and discuss new legislation.
“Facebook Live enables us to stream training sessions in real time, so if they’re an agent in Far North Queensland, they can learn from our auction specialists who may be hosting a session in Sydney, from their desk, mobile phone or tablet.”
Ms Dickson said that Workplace supported the benefit of being part of a large-scale network.
“Our scale is strengthened by our internal relationships. Our culture supports the sharing of best practice and knowledge between our network members, and Workplace offers that platform for principals and their teams to grow their businesses and market share.”
Workplace also promotes fun social engagements within the brand, Ms Dickson said.
“While Workplace’s core focus is professional communication and education, we also recognise the strong friendships that form within our network, and the platform can nurture those relationships as well.”
This move builds on LJ Hooker’s existing relationship with Facebook.
With Tiger Pistol and ActivePipe, the network launched an integrated social and digital campaign, comprising Facebook and Instagram advertising.
The campaign has reached 7.5 million Australians and resulted in a 59 per cent increase in online leads.
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