CUSTOMER SUCCESS STORY MARKETING AUTOMATION

PropertyGuru Targets Agents and Consumers with Engaging Campaigns

Looking for a dream home can be exciting—or overwhelming. That’s where PropertyGuru comes in.

Spurred by Singapore’s property boom as well as people’s frustrations in using classified ads to find

homes, PropertyGuru was launched in 2006 to provide a smarter, more intuitive online channel for

home seekers to find their ideal property. PropertyGuru aims to continue growing their customer

base through a two-pronged marketing strategy targeting consumers and agents. But until recently,

PropertyGuru was relying on an array of disconnected marketing solutions and sending out ad hoc

emails—with little insight into their effectiveness.

CHALLENGES

• Motivate and engage real estate agents

• Target specific segments of the consumer market rather than batch and blast

• Gain a better view of email campaign effectiveness

SOLUTIONS

• Cross-channel marketing

RESULTS

• Achieved a 40% open rate and 4% click through rate on one agent-facing campaign.

• Provided agents with personalized recommendations for improving performance.

• Gave marketers comprehensive data on campaign performance.

With cross-channel marketing, PropertyGuru now runs more campaigns in less time. They’ve also

gained deeper insights into all of their agent-facing and consumer-facing campaigns. The company

can test campaigns and tweak strategies for the best possible results. “We were previously making

many of our marketing decisions based on guesswork because we didn’t have data on campaign

performance,” says Regina Oh, Data Marketing Manager at PropertyGuru. “We now have an instant,

comprehensive view of key stats such as open rates and click through rates. That tells us how we’re

doing at engaging our audience—and influences every decision we make about future campaigns.”

PropertyGuru is now focusing on optimizing the frequency of agent-facing and consumer-facing

campaigns, and on performing A/B testing to determine which messages resonate best with each

audience. Working in the cloud, PropertyGuru’s marketers have the flexibility to change strategy or

content in just minutes as the needs of the audience dictate. “There is no doubt that our marketing

solution adds value to our business by unifying our marketing processes, enabling greater insights,

and improving process efficiencies,” Regina says. “The solution has helped us identify

communication gaps, thus improving the overall experience.”

Learn more at: oracle.com/marketingcloud

“With Oracle, we can

better manage and

optimize multiple agent-

facing and consumer-

facing campaigns at the

same time. The solution

has helped us identify

communication gaps, thus

improving the overall

experience.”

Regina Oh Data Marketing Manager PropertyGuru