SODIC. Real Estate Communication Strategy for Enhanced Customer Engagement

Context, Approach & Methodology

Defining Communication Strategy
We began by establishing a clear understanding of what a communication strategy entails. Three primary types of communication strategies were outlined:

• Verbal Communication Strategies: Focused on spoken or written messages.
• Non-Verbal Communication Strategies: Encompassing body language, tone, and other non-verbal cues.
• Visual Communication Strategies: Involving imagery, branding, and visual content.

Importance of a Communication Strategy
We highlighted the critical role of a communication strategy in:

• Ensuring clarity and consistency in messaging.
• Efficiently allocating resources.
• Building trust and credibility.
• Adapting to changes and managing crises.
• Managing stakeholders effectively.

Current State Analysis
At the outset, SODIC communicated with customers through multiple channels. However, there was a need to align these communications to reflect SODIC's brand consistently. We identified three key areas to focus on:

• Maintaining a Unified Message & Brand Image: Ensuring consistency across all communication platforms.
• SODIC Representation: Tangibly representing SODIC through multi-sensory encounters, both in person and through written communication.
• Seeing SODIC as One Entity: Creating a cohesive organizational image regardless of the department or touchpoint, enhancing trust, satisfaction, and loyalty.

Groundwork

Step-by-Step Approach
We provided a structured 12-step approach to develop the communication strategy:

1. Establish the purpose of the communications strategy.
2. Identify objectives and goals.
3. Find the target audience.
4. Determine suitable channels.
5. Determine frequency.
6. Create the message.
7. Define responsibilities.
8. Determine success factors.
9. Develop calendars and plans.
10. Develop library and playbooks.
11. Implement and monitor.
12. Review and refine.

Communications Typology and Prioritization
We created a typology of 20 types of communications, categorizing them into three groups:

• Didn’t expect and not in the customer's interest.
• Didn’t expect but in the customer's interest.
• Anticipated and needed by customers.

These types were mapped on a graph with four quadrants, prioritizing communications that benefit SODIC and those that benefit customers, each with varying importance levels.

Campaign Comparison and Pain Point Analysis
We compared types of campaigns with SODIC’s existing campaigns to identify gaps. Additionally, we summarized pain points related to inconsistency, SODIC representation, and brand unity across the customer journey stages.

Analysis

Gantt Chart and Initiative Recommendations
A Gantt chart was developed outlining two phases of initiatives with timelines. These initiatives served as recommendations to improve communication and customer experience. Each initiative was detailed, including its current state, desired future state, approach, responsible parties (RASCI), and success criteria.

Communication Governance Framework
We introduced a communication governance framework to oversee communication practices within SODIC. This included identifying key roles:

• Marketing Committee: Oversees all marketing efforts to ensure aligned and consistent communication.
• Customer Experience (CX) Team: Monitors outgoing communications for customer friendliness and tone.
• External Agencies: Responsible for creating content that aligns with brand guidelines.
• Brand Marketing: Manages social media and ensures alignment with brand guidelines.
• Legal: Provides guidance for official documents and ensures legal communications are accurate and compliant.

We mapped out several processes with responsible parties and SLAs, including content approval, campaign management, A/B testing, re-engagement, and campaign follow-up.

Marketing Automation Software
We explored the benefits and features of marketing automation software, selecting the best applications for SODIC based on their specific needs. These tools were chosen for their capabilities in project management, survey collection, feedback analysis, and reporting.

Best Practices and Benchmarks
We analyzed campaign benchmarks across 12 industries, including the 5 sectors that align with SODIC’s offerings. The analysis focused on metrics like open rates, click rates, bounce rates, unsubscribe rates, and abuse rates. We also identified optimal days and times for sending campaigns and social media posts, providing actionable insights for SODIC's marketing strategy.

Communication Guidelines
A separate deliverable detailed communication best practices across different channels, including email, SMS, WhatsApp, written communications, design, language, grammar, and spelling. We also developed EDM KPIs to track, focusing on deliverability, open rate, click-to-open rate (CTO), bounce rate, and unsubscriptions.

Detailed Communication Evaluation
We conducted an exhaustive evaluation of SODIC's current communications across 14 departments using five evaluation criteria. Each department's strengths and weaknesses were identified, with labels indicating which criteria were met or unmet. The report included an overall evaluation and specific recommendations for each department.

Result

By implementing the communication strategy and evaluation provided by Renascence, SODIC was able to streamline its communication efforts, ensuring a consistent and unified brand message across all channels. The introduction of communication governance frameworks and best practices helped enhance stakeholder management and customer engagement, leading to improved customer satisfaction and loyalty.