Designed specifically for the Real Estate Industry, The Digital Agent Finder is a digital Chatbot questionnaire that shortlists the ideal real estate agent/s for the client. By answering seven simple questions, the Digital Agent Finder will shortlist the most suitable agent/s for the client and his/her property, producing a minimum of one and a maximum of three agent/s. The Digital Agent Finder has been divided into three carefully considered categories to ensure accurate matches: (1) about the client’s ideal agent, (2) about the property, and (3) the clients’ interests.

摘要

#$%^&*AU2020101404A420200820.pdf#####The Thesis Abstract Digital Content Marketingfor Luxury Services: A Case Study of a Luxury-Branded Real Estate Service to Identify the Factors that Enhance the Role ofDigital Content Marketing in the Generation of Sales The thesis aimed to identify the factors that enhance the role of digital content marketing (DCM) in the generation of sales of a luxury-branded real estate agency by conducting a case study. The objective was to make recommendations of changes to the DCM program to enhance the return on investment (ROI). This required the completion of five steps, to: (1) determine the brand/service was a luxury one; (2) identify the demographic characteristics of the target market; (3) evaluate the effectiveness of the DCM program; (4) determine the volume of client-program engagement; and (5) assess the significance of the elements in the Theory of Reasoned Action (TRA) associated with intentions to recommend the company. The literature review identified and defined the elements of DCM, the factors which made it effective for its target audience, the concept of luxury and the elements of the TRA. A case study pragmatic methodology adopted a positivist paradigm to complete the first four steps and included a constructivist ontology within the final step. Research tools included conversational interviews, review and analysis of existing reports, analysis of existing databases, and a telephone interview survey of 50 clients. The findings demonstrated that: (1) the company met all the criteria for a luxury-branded service; (2) the clients interacted with the company's DCM; (3) the company's audience consumes its DC via email primarily, with a quarter of its clients subscribed to its electronic direct mail (eDM) and social media, with Instagram, Facebook and LinkedIn being the key channels; and (4) the vast majority of clients were positive about the company's services, with the key factor being the client-agent relationship. It was concluded that the ROI on the DCM program justified the expenditure on it, but that it could be enhanced: (1) the company should introduce a digital agent finder onto its website to facilitate the client-agent matching, as well as other agent-centric DCM and retargeting; and (2) the website search engine optimisation (SEO), both on and off page, should be enhanced to attract more website traffic and rank higher in search engines. The TRA could not be tested due to the strong positive skew in the dependent variable. The steps adopted to describe and evaluate the DCM program of this company could be employed to assist other Rosemary Shisler's Patent Application Description for "The Digital Agent Finder" Submitted: 18 July 2020 (resubmitted 22/7/2020) 3companies improve their ROI on their DCM program or develop a DCM program for a new product or service. References Brandhook. (2016). Kay & Burton: Understanding the Customer and Growing the Brand (Unpublished Report), Melbourne. Grand View Research. (2017). Chatbot Market Report. San Francisco. Retrieved 15 June, 2020, from https://www.grandviewresearch.com/industry-analysis/chatbot-market Minning, L. (2018). Do Pop-ups Work? Here's What They Do to Your Conversion Rate. Active Campaign. Retrieved 22 April, 2020, from https://www.activecampaign.com/blog/do-pop-upswork Schwartz, B. (2004). The Paradox of Choice. Harper Perennial. Shisler, R. (2020a). Kay & Burton Internal Executive Committee-Level Communications. (Unpublished report), Melbourne. Shisler, R. (2020c). Net Promoter Score (NPS) & Marketing Survey for Kay & Burton. (Unpublished report), Melbourne. Rosemary Shisler's Patent Application Description for "The Digital Agent Finder" Submitted: 18 July 2020 (resubmitted 22/7/2020) 4Patent Application Drawings: Digital Agent Finder Table 1: The K&B Digital Agent Finder Q No. Question Answers About Your Ideal Agent Q1 Gender Al-i Male Al-3 No Preference (select one) Al-2 Female A2-1 20-29 A2-4 50-59 Q2 selectione) A2-2 30-39 A2-5 60+ (eetoe |A2-3 40-49 A2-6 No Preference A3-1 Dominant (results, A3-4 Steady (sincere, direct, competitive) patient, modest) Influential Selling Style A3-2 (enthusiasm, A3-5 No Preference Q3 (select one) friendly, optimistic) Compliant A3-3 (accurate, cautious, contemplative) About Your Property Approximate A4-1 Bayside A4-6 Mornington Peninsula Property A4-2 Boroondara A4-7 Port Phillip Location A4-3 Glen Eira A4-8 Stonnington Q4 (select one - A4-4 Melbourne A4-9 Yarra If not listed, select nearest A4-5 Monash council) Approximate A5-1 Under IM A5-4 5M to IOM Q5 Property A5-2 IM to under 3M A5-5 Over IOM u(seletone) A5-3 3M to under 5M A6-1 House A6-6 Acreage A6-2 Apartment A6-7 Rural Q6 Propety A6-3 Townhouse A6-8 Block of Units (select one) A6-4 Villa A6-9 Devectment A6-5 Land About You Your A7-1 Architecture A7-7 Music Interests A7-2 Art A7-8 Sport (Please select A7-3 Cooking A7-9 Stock Market Q7 up to three A7-4 Design A7-10 Theatre interests that A7-5 Fashion A7-11 Travel match your own from the A7-6 Health & Fitness A7-12 Wine list) Rosemary Shisler's Patent Application Drawings for "The Digital Agent Finder" Submitted: 18 July 2020 (resubmitted 22/7/2020) 1