Developing a Sales and Marketing Blueprint for Integra Group

Integra Group is an integrated property business that develops residential communities and provides real estate and property management services in regional Victoria. Ballarat based, the family-owned business has internal capabilities including project delivery and sales and marketing, ensuring efficiency, flexibility and control.

As the business has grown, the need for a documented project sales and marketing blueprint has arisen, to ensure

• consistency in brand messaging

• best practice

• career growth 

• cost efficiency.

Integra Directors Nick Grylewicz and Matt Agterhuis met with Property Republic founder Judi Carr to discuss the opportunity of working with the Integra team to create a business blueprint for property marketing and sales.

A solid framework is valuable as it allows team members to move at the desired pace to achieve deadlines without constantly referring to other team members.

The Approach

A three-step approach – Review, Realise, Roll-out – was established.

• Review: conducting a project review of Lucas (Integra’s Ballarat project)

• Realise: realising industry best practice as well as sales, marketing and customer experience requirements through a series of workshops

• Roll-out: rolling out the agreed framework that has been developed in collaboration with the Integra team. 

The process identified how Integra can differentiate their offering, offer clarity to existing and any new team members on ‘the Integra way’ and provides a helping hand to roll out the agreed framework. The outcome is a document marketing and sales blueprint that will enable the business to offer a market leading customer experience.

Review 

Integra Brand DNA

The first accelerator involved gaining an understanding of the Integra Group Brand DNA by meeting with key personnel in Ballarat, reviewing the existing strategies and 

visiting a range of projects.

Lucas + Competitive Environment

A review of Lucas and three competitors was conducted, with feedback provided on:

• Customer experience

• Brand consistency

• Community development

• Value proposition

• Project marketing fundamentals

  • Content strategy including social media, website, customer communication and lead nurture

  • Signage

  • Builder engagement

  • Builder engagement

  • Project assets including brochures, stage plans, maps, masterplan

  • Sales office environment

  • Lead generation

Present Findings

A written report was provided, to illustrate the opportunities that will assist with developing market best practice and project differentiations, as well as understanding current organisational capability and future requirements.

Realise

The Integra team (Directors, development/project management, marketing and sales) participated in a series of six weekly workshops facilitated by Judi Carr, where industry best practice, competitor analysis, ideas generation and agreed outcomes were developed in a collaborative and encouraging environment. 

The weekly workshops covered the following topics:

Workshop 1: Creating the Lucas Customer Commitments

• Identifying and solidifying the brand vision, mission, values and advantage

• Understanding what makes a great customer experience

• Document each Customer Commitment and establish champions

Workshop 2: Develop the Lucas Value Proposition

• In order to deliver the Value Proposition, what Sales and Marketing infrastructure is needed?

• Identify the jobs, pains and gains of each target market

• Identify the products and services, pain relievers and gain creators that can be delivered to respond to each customer segment’s needs

Workshop 3: Mapping the Customer Experience

• Understanding the different phases of the Customer Lifecycle (Awareness | Interest | Decision | Loyalty | Referral) for each market segment, and what activities need to take place in each

Workshop 4: Create Sales Standards

• Identifying what activities the sales team must do to maintain a great customer experience

• Streamlining the sales presentation

• Establish a Builder Engagement Strategy

Workshop 5: Create a Marketing Framework

• Documenting the agreed marketing infrastructure and identifying gaps

• Establishing the Content Marketing and Social Media strategy

• Reveal Public Relations and Advocacy opportunities

• Community Development activity planning

Workshop 6: Reporting

• What is the purpose of a report?

• What makes a great report?

• What needs to be reported?

The overarching objective of these workshops was to develop a marketing and sales blueprint that complements the brand objectives, provides clarity, differentiates the Integra offering from competitors and allows scalability across different size projects. 

Roll-out 

Over the course of the workshops, a number of pillars that required additional thought and planning were identified. Each area of priority has a 90-day action plan and champion to lead an internal group and drive progress throughout the business.

The Results

Following the workshops, a comprehensive Marketing and Sales Blueprint for the Integra Group was developed, acting as the one source of truth for their brand, customer experience, sales and marketing activities. This blueprint will enable and empower Integra’s internal teams to understand individual responsibilities, track progress and maintain the collaborative strategies that were established and agreed upon. Ultimately, it acts as a tool for long-term growth and success.

The Feedback

The Integra team were asked to provide their feedback on the workshops facilitated by Judi Carr. Here are the results:

• 100% of the participants gave the workshop facilitator a score of 5 stars (out of 5).

• 90% of participants agreed that the purpose of each workshop was very clear

• 100% of the participants said that the expectations and activities of each workshop were very clear

“Judi demonstrated a unique ability to ensure all participants felt part of the strategy while inspiring and guiding the team with her technical brilliance.”

“These workshops were fantastic, there was so much to learn and it provided an excellent opportunity for multiple business units to come together and collaborate on a common goal! Loved your work Judi, I absolutely hope we cross paths again in the future!”

“I really enjoyed working on these workshops and will enjoy working with you further into the future.”

“Facilitator had relevant, current experience.”

“Activities were engaging and interesting.”