Peard Real Estate
Peard Real Estate has been recognised as an ABA100® Winner for Marketing Excellence in The Australian Business Awards 2016. The Australian Business Award for Marketing Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and execution.
“It has always been our goal to cultivate a brand synonymous with premium service and excellent results, so we place a strong emphasis on innovative and leading edge marketing strategies. We are very proud of how far Peard Real Estate has come; starting as a small, local office, we have become one of the most recognisable real estate names in Western Australia. To be chosen for this award is very exciting and reinforces that we are not only setting a standard here in WA, but on a national level as well.”
Established in 1977, Peard Real Estate is a West Australian owned and operated real estate Group offering a comprehensive real-estate service through an array of related companies that employ more than 300 people. Recognising that digital media is the way of the future, Peard decided that it was time to devise a strategy that would give them the best result from their social media accounts, namely Facebook.
To this end, Peard made the decision to localise their social media presence to better engage their clients and benefit from cross-promotion. This meant creating a Facebook page and strategy for 11 of their offices. By maintaining a clear understanding of each page’s target market, Peard were able to produce tailored content whilst also working collectively as a greater Facebook community, aligning with their brand and increasing awareness.
To manage this increased presence, Peard hired a social media co-ordinator and provided extensive social media training to its marketing team. As a result, the social media co-ordinator was able to work with Peard’s marketing team to devise a strategy that utilised a timetable to map out every minor detail. This included what sort of content each page would produce and the timing and frequency of posts as well as how they would all tie in together across the network. Peard established that the pages needed to create a sense of community amongst followers and to connect the company and agents with clients and locals in the area. They worked to create a balance of real estate content and local news, as well as giving each page some personality by sharing office pictures, staff profiles and “top picks” of everything local – coffee shops, restaurants, stores and schools. This was complimented by a 24/7 response roster that saw members from the marketing team alternating weekend rosters to ensure that social media outreach was consistent.
To measure the success of their social media strategy Peard established monthly reviews of analytical data collected through Facebooks insight feature, adapting their strategy in line with available data. This helped to ensure that standards remained consistent across the board and that the success of a method employed on one page could benefit the entire Facebook brand presence.