iProspect and The Property Franchise Group launch revolutionary new CRM platform
The Property Franchise Group (TPFG) has partnered with leading global performance marketing agency, iProspect, to launch its first ever centralised Customer Relationship Management (CRM) platform. The new CRM platform is transformational for The Property Franchise Group’s business, providing operational integration and dynamic messaging across five brands and 300 offices using real-time and transactional triggers.
Enabling TPFG to manage automated, personalised and brand-compliant email communications to prospects, leads and ex-customers around the clock, the central GDPR-compliant platform creates consistency across all customer communications. All 2m customers receive relevant, localised messages and content based on their behaviours and actions.
Through the new platform, iProspect has delivered on a long-term ambition for TPFG – the ability to identify different types of customers, see where they are in their customer lifecycle, and develop a communications strategy that delivers relevant communications using marketing automation. It also provides visibility of a customer across various properties, offices and brands within the Group, as well as the ability to track longer term performance from lead to conversion.
iProspect, in collaboration with its partner greenstone data solutions, built the single customer view marketing database with daily refresh and real-time capabilities. The performance agency then mapped journeys for each customer type and behaviour trigger, and developed creative, content and automation to deliver personalised, dynamic messaging using real-time and transactional triggers. This equates to some 53,000 potential variations, so iProspect identified the right technology solutions and integrations to ensure the single customer view could be connected.
Samantha de Caprio, Director of CRM at iProspect UK, commented: “Collaboration across the client, agency and greenstone data solutions teams was key to delivering what is an innovative and transformational solution for TPFG’s business. I am extremely proud of what has been achieved. For iProspect, as well as building out TPFG’s CRM capabilities, it will also enable us to harness the Group’s data across other digital channels, whilst tracking and planning beyond Cost Per Lead.”
“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 KPI benchmarks by a factor of three.”
