iProperty.com.my taps on data storytelling to initiate discovery

IProperty.com.my is leveraging a brand data stories campaign to showcase property data to consumers, highlighting the top 10 areas property seekers viewed the most during 2020. According to the company, these property areas in Klang Valley, Johor Bahru, and Penang were viewed for more than 214 million times and was a 34% increase in property searches on iProperty.com.my. as well. 

To showcase property-seeking preferences in 2020, iProperty has also included wrap-up visuals and videos to highlight where property-seekers were looking for properties across the country. Done by the company's marketing and data teams, the campaign will run until March this year. 

https://www.facebook.com/iproperty.com.my/videos/2766901923571211/

Besides empowering home seekers, GM - marketing and communications, Wong Siew Lai, told A+M it wants to garner more website traffic and enquiries through the campaign. "However, that alone is not the end goal. Through data storytelling, we want to create interest for areas or locations and increase curiosity amongst property seekers. We want to initiate the discovery phase," she added.

In 2019, iProperty.com.my also brought data and insights to life through a series of quirky, engaging and personalised billboard messages for its "The People Here" campaign. It aimed to position itself as the thought leader in the market, create brand resonance among consumers and retain top-of-mind awareness, as well as educate consumers on location-specific insights. The campaign ran in Bangsar, Cheras, Subang Jaya, Penang, Johor Bahru and Mont Kiara, and the messages were tailored based on data and insights gathered from consumers' behaviour on its website.

That said, content marketing on its news and lifestyle platform as well as social media channels will remain vital for the company to engage with its audience during the second Movement Control Order (MCO) currently in effect across six states, Wong said. During the initial MCO last year, iProperty.com.my had to refocus its priorities by releasing products such #iPropertyCares, an assistance for property agents to brace MCO; iProperty PRO, a proptech tool for property agents; iProperty.com.my’s i360, a virtual showroom platform; and iProperty.com.my’s Great Property Deals, a platform to discover property deals. It also prioritised content marketing through its news and lifestyle platform and social media channels.

"Our mission has always been to change the way Malaysia experience property. Besides maintaining our position as Malaysia’s No.1 property site, we also aim to deliver value to our customers and consumers through our products, services and data," she said.

This year, it will strive to provide its property agents with tools to maximise their business potential, and continue working with prominent developers to launch developments via its virtual showroom platform. At the same time, it also wants to continue to be part of consumers' property journey and help them rediscover new property deals. 

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