SMS and Email Marketing Software
Ray White Commercial > case study
 
Ray White Commercial Australia is one of Australia’s leading Commercial Property Groups, and part of the Ray White network which boast sales of $24 Billion annually through 700 plus offices. Head quartered in Brisbane’s Riverside Centre, Ray White Commercial has more than 35 offices and 300 staff.

Email marketing was first adopted by Ray White Commercial Head Office in an effort to provide agents with superior marketing abilities. Specifically, the agents required access to a D.I.Y emarketing system that could allow the easy creation of high impact e-brochures, the targeting of specific buyers groups and the tracking abilities in order to identify interested buyers. The system was adopted throughout 75% of the offices within the first year, based on the outstanding results achieved.

Many agents would talk about successes such as the following:

"Traditional campaigns that cost upwards of $6000 to distribute property brochures by mail to 4000 buyers would receive only 18 responses with all leads coming in via phone. With the e-brochures, the same campaigns could be delivered in an interactive format for a cost of under a few hundred dollars with leads totaling 118 from the same campaign. "

Additionally, all interested buyers who register via online forms direct from the brochures, have their details instantly uploaded onto central buyer registration databases with lead reports being delivered instantly to agents. This provides a very effective method for sending similar property information to all buyers who registered from the previous property.

Based on the growing success, Head Office then went a step further an requested a Corporate Account which allows Ray White Commercial to establish a master system, where Corporate templates are made available to all offices within the group.

Ray White use email marketing for:


How the email marketing is implemented


Website Registration Forms
Automated permission based forms allow buyers to register their interests, specifi cally stating what type of property, price range and area they are interested in. Lead sheets are automatically delivered to agents allowing instant follow up. All details are also uploaded onto central databases that can be segmented and target based on profile and interests.

Property Listings
Buyers receive weekly emails that have personalised content specifi c to their properties of interest. Buyers can view pictures, video tours, information, request inspections and link directly through to the web page for more information.

The Results


Investment Opportunities/ Information Memorandums
Electronic brochures are sent to buyers advising them of Investment Opportunities, allowing them to register for Information Memorandums direct from the email. The Info Memorandum can be viewed instantly via PDF download (no need to send the large file size PDF with the email) and agents can then view reports on which prospects downloaded the information. This assists agents in recognizing prospects that are hot leads.

Newsletters
Newsletters are sent to both customers and to all agents throughout the entire Ray White Group using email marketing. We’ve been using e-brochures for all our campaigns with
great results. Our enquiry rate has doubled as we are reaching both recent enquiries as well as owners of similar properties and the response is instantaneous. In our campaign for the Carnarvon Gorge Wilderness Lodge, the e brochure accounted for 40% of the enquiries received yet cost only $400 to send out. We have also been using email marketing for sole agencies. It allows us to send out details on a list of properties quickly and effectively and we have found the new templates easy to use. The professional presentation and acceptance in the marketplace is taking our marketing to another level.

Regards
Roy Schwenke
Director Tourism
Ray White Commercial Head Office
Example eNewsletters