Peard Real Estate
The Australian Business Award for Marketing Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and execution.
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.
Peard Real Estate have been recognised with a Marketing Excellence Award in the Australian Business Awards 2016 for the development and implementation of their social media strategy.
The Australian Business Awards are the regional chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations from each region are invited to participate in the international chapter of the program at The World Business Awards. Conducted annually and currently in the second year of its international launch, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives and industry leading products and services on a prominent and far-reaching scale. All entries must be entered in the regional chapter where the organisation is based.
Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.
Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.
Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.
Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and recognised as the elite of their industry earning a place amongst a distinguished group by having their products, projects, initiatives, contributions and achievements recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.