A new bespoke Customer Relationship Management system developed by The Property Franchise Group claims to enable High Street agents to fight back against online rivals.
TPFG says the new CRM system is “the first of its kind in the industry” and allows the group’s bricks and mortar estate agency offices “to master the digital marketing space which the online agents are exploiting to their advantage.”
The new CRM platform manages automated, personalised and branded email communications 24 hours a day to prospects, leads and ex-customers through a central GDPR-compliant platform.
TPFG - which includes in its stable of brands the EweMove hybrid/online agency - says its five other High Street agency brands have around two million customers who will in future “receive the right communications and local content, based on their behaviours and actions.”
The new platform also allows customers to be ’visible’ across the different brands and offices to ensure high value customers are contacted appropriately by other TPFG agencies.
It also provides the ability to track longer-term performance of enquiries from lead source to conversion - a property being sold or let.
“Our strategy is to develop digital customer-centric communication with everyone who interacts with the group’s traditional brands” explains Kate Toland, group marketing director of TPFG.
“The project was complex but ultimately has started to transform how we operate as a business, delivering value to our franchisees and allowing them to master the digital marketing space which the online agents are exploiting to their advantage.
“We are enabling the High Street brands in our group to fight back. The scale of the project and implementation was unprecedented within our industry and we are encouraged to see that even at this early stage, the email programme has already been outstripping the property industry KPI benchmarks by a factor of three.”
The Property Franchise Group consists of five High Street agencies with 258 offices - Martin & Co, Ellis & Co, CJ Hole, Parkers and Whitegates. In addition EweMove has some 120 offices plus a significant online presence.