Real estate data & print are actually friends
Bek Agius — 29th October 2018
The real estate sector is one trapped in the ultimate irony; data is essential, and yet the industry is saturated in generalised marketing material. At Outfit, we are working with some of Australia’s leading real estate agencies to combine digital and print in more meaningful ways while also creating efficiencies for agents.
With the rise in software platforms collecting and selling property data and more Real Estate agencies realising the power in using real data to fuel their material with intelligent software, open API’s are allowing us to create amazing, relevant content that is tailored to every buyer, in every season.
Take something as simple as a brochure for an annual real estate conference highlighting high-performing agents based on real sales made throughout the year. The detailed property data required for defining these high performers is collected every day by real estate CRM software but is typically used only for performance management reporting - little of it is used to create meaningful content.
With Outfit, we can map data fields like agent details, property sales figures and customer feedback information into on-brand, custom designed documents with custom merge fields to ensure that every attendee receives a pack filled with information relevant to them.
For a more customer-focussed example, let’s take the real estate agent’s bread and butter - the property listing kit; generally comprised of a physical folder with a business card, a decent wad of variable property flyers and a stack of letterbox drop-appropriate material.
Traditionally, creating document suites like this has always been a rigorous and manual task, performed by an overworked graphic gesigner pulling facades, internals and floor plans into a branded design file and hoping the property details can be easily sourced online to then export and send.
If this sounds exhausting already, then multiply this task by the number of properties being listed by every Agent within a real estate agency network (and assume every flyer will require minor changes based on feedback).
With Outfit, an agent is provided a suite of locked-down, branded document templates including DL’s, flyers, postcards and social tiles. The agent can simply specify the region and property address they would like to sell and in seconds, these documents are injected with real-time data, relevant floorplans, imagery and each document is automatically badged with the Agent’s details.
For more hands-on Agents, text can be customised within a user-friendly editing screen and documents can be either exported directly out of Outfit, sent to an interested party or exported to your agent dashboard of a third party software platform.
If, with all of your newfound capacity, you have the resources to assign a marketing professional to review an Agent's material before it's released to the customer, we can also facilitate an efficient approval workflow.
For more information on how to use your real estate data to create more powerful content for your customers, contact us today!