CUSTOMER SUCCESS STORY MARKETING AUTOMATION
PropertyGuru Targets Agents and Consumers with Engaging Campaigns Looking for a dream home can be exciting—or overwhelming. That’s where PropertyGuru comes in. Spurred by Singapore’s property boom as well as people’s frustrations in using classified ads to find homes, PropertyGuru was launched in 2006 to provide a smarter, more intuitive online channel for home seekers to find their ideal property. PropertyGuru aims to continue growing their customer
“With Oracle, we can better manage and optimize multiple agentfacing and consumerfacing campaigns at the
base through a two-pronged marketing strategy targeting consumers and agents. But until recently, PropertyGuru was relying on an array of disconnected marketing solutions and sending out ad hoc emails—with little insight into their effectiveness. CHA L L E NG E S • Motivate and engage real estate agents
same time. The solution
• Target specific segments of the consumer market rather than batch and blast
has helped us identify
• Gain a better view of email campaign effectiveness
communication gaps, thus improving the overall experience.” Regina Oh Data Marketing Manager PropertyGuru
SO LU TIO NS • Cross-channel marketing RE SU LTS • Achieved a 40% open rate and 4% click through rate on one agent-facing campaign. • Provided agents with personalized recommendations for improving performance. • Gave marketers comprehensive data on campaign performance. With cross-channel marketing, PropertyGuru now runs more campaigns in less time. They’ve also gained deeper insights into all of their agent-facing and consumer-facing campaigns. The company can test campaigns and tweak strategies for the best possible results. “We were previously making many of our marketing decisions based on guesswork because we didn’t have data on campaign performance,” says Regina Oh, Data Marketing Manager at PropertyGuru. “We now have an instant, comprehensive view of key stats such as open rates and click through rates. That tells us how we’re doing at engaging our audience—and influences every decision we make about future campaigns.” PropertyGuru is now focusing on optimizing the frequency of agent-facing and consumer-facing campaigns, and on performing A/B testing to determine which messages resonate best with each audience. Working in the cloud, PropertyGuru’s marketers have the flexibility to change strategy or content in just minutes as the needs of the audience dictate. “There is no doubt that our marketing solution adds value to our business by unifying our marketing processes, enabling greater insights, and improving process efficiencies,” Regina says. “The solution has helped us identify communication gaps, thus improving the overall experience.”
Learn more at: oracle.com/marketingcloud