The Property Franchise Group has launched a new customer relationship management system, which it says is the ‘first of its kind’ in the industry, and designed to help its traditional brands “fight back” against online agents.
Taken at face value, the claims means that TFPG’s traditional brands, such as Martin & Co, have been given the means to compete with the group’s online brand EweMove.
The new CRM platform manages automated, personalised and brand-compliant email communications to prospects, leads and ex-customers based on their behaviours and actions.
It also provides the ability to track longer-term performance of enquiries from lead source to conversion, whether a property is sold or let.
TPFG marketing director Kate Toland said: “Our strategy is to develop digital customer-centric communication with everyone who interacts with the Group’s traditional brands.
“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 benchmarks by a factor of three.”
Comments (3)
Im struggling to understand what “the email programme” is and how it enables the high street brands to fight back….What advantages does it actually give to the agent or consumer?
Sounds like Mailchimp to me!
Whhhaaaa? its just an automated system for sending bulk emails and filtering responses. I very much doubt it is a ‘first’ in the true sense.
There is a world of difference between passive intermediary listing firms and full service #local agents without traditional premises.
I suspect the fightback is not PFG at war with itself but with those who claim (& claimed) to be full service estate agents but who (used to) just list stuff on the portals. Based on my local EM agent, Ewemove isn’t one of those
The fight is fairly much won; the contraction in the sector last year has left a couple of firms dealing with the traditional FSBO bit of the market agents never had. I believe firms like Doorsteps will make it more and more difficult for the not passive intermediary not estate agents firms to profitably disrupt full, duty of care and skill agency just long enough for the; group-think, ‘disruption is good, traditional is doomed’, ” fear of missing out”, sheep investors’ patience or money to run out.