Property Data & CRM Integration: The Property Franchise Group
Greenstone Data Solutions worked alongside global performance marketing agency iProspect to help The Property Franchise Group (TPFG) launch its first centralised Customer Relationship Management (CRM) platform.
The project brought together customer data from across five brands and 300 offices, creating a more connected approach to customer data management, marketing automation and personalised communications within the property sector.
By developing a single customer view marketing database, Greenstone helped provide the data infrastructure needed to deliver relevant, targeted communications to approximately two million customers.
Bringing Property Sector Customer Data Together
For a property franchise group operating across multiple brands and locations, managing customer information effectively presents significant challenges.
The Property Franchise Group wanted to create a centralised CRM platform that could bring together customer information across its business, improving visibility of customer relationships and supporting more consistent marketing communications. Working in collaboration with iProspect, Greenstone developed a single customer view marketing database, incorporating daily data refreshes and real-time capabilities.
This enabled TPFG to identify different customer types, understand their position within the customer lifecycle and gain greater visibility of their interactions across properties, offices and brands. By bringing customer data into one connected environment, the Group could develop a more informed, data-driven approach to its marketing activity.
Building a Single Customer View for Better Marketing
A central part of the project was creating a reliable, integrated customer database that could support personalised communications at scale.
Greenstone's database management expertise helped provide the foundation for TPFG's new CRM platform, bringing together information from across the Group into a single customer view.
The platform was designed to support approximately two million customers, allowing TPFG to manage customer relationships more effectively and deliver relevant, localised marketing communications.
This approach also enabled the Group to track longer-term marketing performance, providing greater visibility of the customer journey from initial lead through to conversion.
Delivering Personalised Marketing Automation
With the centralised customer database in place, iProspect developed automated customer journeys tailored to different customer types, behaviours and actions.
The new platform enabled TPFG to deliver personalised, brand-compliant email communications to prospects, leads and former customers around the clock.
Using real-time and transactional triggers, communications could be tailored to individual customer behaviours while maintaining consistency across the Group's five brands.
The project involved approximately 53,000 potential messaging variations, requiring carefully selected technology solutions and integrations to connect customer data with automated marketing workflows.
This combination of customer data management and marketing automation allowed TPFG to deliver more relevant communications while improving operational efficiency.
Collaboration Between Greenstone, iProspect and TPFG
The project brought together Greenstone's specialist data management expertise with iProspect's CRM strategy, customer journey planning and marketing automation capabilities.
Greenstone developed the single customer view marketing database, while iProspect mapped customer journeys, created content and implemented automated messaging based on customer behaviours and triggers.
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.”
Improving Customer Engagement Across the Property Sector
The centralised CRM platform represented a significant development in how The Property Franchise Group managed customer communications across its brands.
By combining integrated customer data with personalised marketing automation, TPFG could create more consistent communications, improve customer engagement and support its franchisees with more effective digital marketing activity.
Kate Toland, Marketing Director at The Property Franchise Group, explained:
“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.”
The early results demonstrated the value of bringing together customer data, CRM technology and automated communications, with the email programme reportedly outperforming property industry benchmarks by a factor of three.
Supporting Data-Driven Marketing with Greenstone
The Property Franchise Group project demonstrates how effective customer data management can support more sophisticated CRM and marketing automation strategies.
By integrating customer information from multiple sources into a single marketing database, businesses can develop a clearer understanding of their audiences, deliver more personalised communications and gain greater visibility of marketing performance.
Greenstone helps organisations make better use of their customer data through specialist database management, data integration, customer analysis and marketing technology solutions.
Whether you're looking to improve data quality, bring customer information together or develop more targeted marketing campaigns, Greenstone can help you get more value from your data.
