Asian property group portal PropertyGuru has announced a RM4 million partnership with Malaysian Resources Corporation Berhad (MRCB) in what is touted as the biggest digital marketing investment in the Malaysian property sector.
As part of the partnership, PropertyGuru will develop an exclusive customised digital marketing and branding plan to promote MRCB’s Sentral Suites in Kuala Lumpur’s CBD, which is slated for launch in September 2016.
“Leveraging on a digital online campaign is a step in the right direction for MRCB, as we want to adopt a more interactive and engaging approach in capturing our target audience,” MRCB’s Group Managing Director, YBhg Tan Sri Mohamad Salim Fateh Din, said.
“We are confident PropertyGuru’s established regional presence and its extensive marketing platform comprising portals, publications, events, awards, project marketing solutions and more will not only enable us to reach a more relevant demographic, but also at a lower cost per reach.
“It is also an efficient and focused way of engaging with our target customers, who actively utilise digital platforms and will find Sentral Suites, Kuala Lumpur Sentral CBD a very appealing residential development well suited to their active lifestyles.”
Sheldon Fernandez, Country Manager of PropertyGuru Malaysia, said MRCB was an industry innovator and that PropertyGuru was honoured to be an exclusive partner for the project.
“What sets this apart from other partnerships we have had previously, is that MRCB is entrusting PropertyGuru to spearhead the whole digital marketing campaign,” he said.
“That simply means PropertyGuru is accountable for all strategic decisions and to work closely with their marketing team to reach the targets necessary, yet within a pay for performance marketing model,” he said.
Sentral Suites is the last remaining residential plot within the Kuala Lumpur Sentral CBD vicinity, and comprises three 42-storey towers with 1434 apartments and 41 retail units.