Property Portals are being beaten at their own game by Google and Facebook because they are too heavily focused on lead conversion products.
So says Stuart Leo, the founder and managing director of blirt.com.au, one of the fastest growing marketing automation groups in the Asia Pacific.
Leo, who will speak for the first time at this year’s Property Portal Watch Conference in Bangkok, says property portals are failing to invest in products which actually accelerate purchasing behaviour.
“There is a massive gap in the portal market – the portal industry could double its value by introducing journey engagement products,” he says.
According to Leo, Google and Facebook hold the main tools for post conversion engagement so the spend in funnel engagement is moving off property platforms into other media.
“The best platforms to help you engage a property prospect beyond lead conversion are not real estate portals,” he elaborates.
“Portals will face a decline in share of advertising revenue if these products are not developed.
“Today, an advertiser might dedicate 10 to 20 per cent of budget to post conversion engagement, this is trending upwards and could be as high as 50 per cent within the next 3 to 5 years.
“My presentation will be about how Property Portals can start to claw this back and begin to kick some search engine and social media arse!”
Founded in 2012, the Blirt consultancy group has doubled every year for three years on the back the ability to integrate strategy, creative, media and CRM technology.
Employing 20 people in two cities with clients in Australia, NZ, South Africa, Europe and North America, Blirt aims to enhance customer experience through full funnel engagement marketing.
“As the new breed of marketers, we help our clients created a unified vision, strategy and technology platform to bring together inspirational branded moments at every stage and touchpoint throughout the buyer’s journey,” Leo asserts.
“Blirt is the future marketing practice model of the industry.”
Blirt brings CX Insights and research to the customer journey, developing strategy and rolling out strategic branding.
“This includes being experts in marketing technology, brand strategy, consumer behaviour and communications,” Leo says.
“We also build apps and software products that help organisations connect their data to do better marketing.”
Leo maintains the capacity to develop strategic marketing that connects first party data with second and third party data to drive engagement across the customer’s journey is an absolute game changer for Blirt’s clients.
Though predominantly a service organisation, Blirt at times develops its own products.
“The first, which goes live on the Salesforce APPExchange within a few weeks is WFMCRM,” Leo reveals.
“We have created a world first for small businesses by connecting the world’s best CRM to the world’s best job management platform with the creation of WFMCRM.”
“The API connector allows businesses to manage customers through the Salesforce CRM interface and then raise Workflowmax jobs via Salesforce Opportunities with the two systems connected in just fifteen minutes.”
Of the future, Leo’s plan is simple and succinct.
“We want to deliver a million positive experiences every day for our clients.”