LJ Hooker Group today announced the release of an innovative technology platform that will allow its agents and offices around the country to share exclusive social content and expand their online community with ease.
Australia’s most iconic real estate brand, which leverages over 90 years of innovation, has proven to be a leader in producing content that resonates with audiences to provide the LJ Hooker network with a competitive edge.
The user-friendly new system will allow offices and agents to be able to access and utilise a full suite of digital content, such as graphics, animation, blogs and videos, including those featuring LJ Hooker brand ambassadors, home DIY expert Geneva Vanderzeil and former The Block winner Shannon Vos.
James Boulton, General Manager of Marketing for the LJ Hooker Group, said they had to wait for the right technology to be developed to keep up with their high-performing digital content allowing it to be distributed efficiently and effectively across the network each month.
“Instead of a content piece just being used on our national social channels and reaching that audience, it’ll now be used across almost 400 offices and their audiences amplifying the brand exponentially,” he said.
“We know how integrated our offices are in their local communities, and their teams are local area experts and, as such, also brand ambassadors,” he said.
“So, it was important that we found a way to support them in accessing and maximising national content, locally.
“LJ Hooker has been loved for generations and this is a way for us to continue to connect with those that love the brand and to introduce it to emerging generations.
“We are always thinking of new ways to drive more traffic and engagement through our social platforms such as our industry-first influencer partnerships which have resonated strongly with our audiences.
“The new system will push content quickly to offices and into the palms of our agents, who can choose what is relevant to them and then amplify it locally when the timing is right.”
LJ Hooker’s unique social strategy has been to provide informative and entertaining content covering the entire real estate journey. From taking the first steps on the property ladder right through to upgrading, downsizing and investing.
Mr Boulton described the technology as a ‘value-add’ for LJ Hooker offices who will also be provided with information on how best to frame or even customise posts allowing them to be tailored for their marketplace.
“It enables us to put the content that we know is working into the hands of business owners and their teams, which they can use to drive more distribution and engagement with our brand,” he said.
“The beauty of the system is that it works in a way that it won’t affect the performance of LJ Hooker corporate content or individual offices content, which we also know is very important in an always changing digital landscape.”
Geneva Vanderzeil, who has over 1.3 million followers, joined LJ Hooker as a brand ambassador in November last year. She regularly produces exclusive video content for the brand to encourage Australians to be creative when it comes to decorating and living in their home.
Shannon Vos, who along with his brother Simon, won the 2014 series of the hit reality TV, The Block Glasshouse, joined the LJ Hooker network as a brand ambassador in September. He is producing exclusive content which is focused on showing audiences how to add value to their homes.
Mr Boulton said introduction of brand ambassadors has been successful in reaching not just younger people but also capturing a wider national audience.
“LJ Hooker has always made sure that we talk to our consumers where they are most – which previously was newspapers and on TV but the landscape has changed and people are on their socials,” Mr Boulton said.
“This new technology will allow our offices and agents to form a connection with locals in their area though relevant content– so it is all about giving them the latest tools to be able to build a community, which is at the core of real estate,” he said.
