What is Sales and Marketing Strategy of Frasers Property Company?

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What is Frasers Property's Sales and Marketing Strategy?

Frasers Property, a global real estate entity, has a rich history dating back to its origins as Cold Storage Limited in 1963. Its Australian arm launched the '100 Years Proud' campaign in January 2024, celebrating a century of development in Australia.

The company has evolved significantly, moving from a single retail asset to a diverse portfolio across multiple continents. This evolution is reflected in its current market approach, emphasizing sustainable spaces and long-term value.

Frasers Property's sales and marketing strategy focuses on reaching customers through various channels and employing innovative tactics. The company aims to strategically position its brand in a competitive market, driving growth and enhancing its reputation. For a deeper understanding of its market environment, consider a Frasers Property PESTEL Analysis.

In FY2024, Frasers Property reported a net profit of S$206.3 million, a 19.2% increase year-on-year, with revenue reaching S$4.2 billion, up 6.8%. As of September 30, 2024, the company managed total assets valued at approximately S$48.9 billion.

Frasers Property employs a diverse sales channel strategy, integrating both digital and physical touchpoints to connect with a broad customer base across its various property sectors. This approach is central to its overall Frasers Property sales strategy.

Residential Property Sales

Direct sales teams are a cornerstone for residential property sales, supported by online listings and joint development partnerships. Frasers Property Australia saw a 27% year-on-year rise in residential unit sales in 1QFY2025, with land lots making up 95% of these transactions.

Retail and Commercial Engagement

The retail portfolio, with 12 malls in Singapore valued at S$10.5 billion in assets under management as of September 30, 2024, relies on physical presence. Direct leasing teams are key for industrial and logistics assets, which had S$12.0 billion in assets under management as of March 31, 2025.

Industrial and Logistics Leasing

Direct leasing teams drive leasing momentum in the industrial and logistics sector. Frasers Logistics & Commercial Trust (FLCT) achieved a 95% portfolio occupancy rate by June 30, 2024, leasing approximately 90,000 square meters in 3QFY2024.

Strategic Partnerships and Capital Recycling

The company actively engages in capital recycling through REITs and partnerships, enhancing its Frasers Property business strategy. A notable example is the April 2025 50-50 joint venture with Morgan Stanley Real Estate Investing for industrial assets in Sydney and Brisbane.

Sales Performance and Market Expansion

Frasers Property's pre-sold revenue across key markets reached S$1 billion as of December 31, 2024, showcasing strong sales performance. The company's strategic land bank of 2.6 million square meters as of March 31, 2025, supports its ongoing market expansion and development pipeline.

• Direct sales teams for residential properties.
• Online listings and joint development partnerships.
• Physical retail locations for shopper engagement.
• Direct leasing teams for industrial and logistics assets.
• Strategic joint ventures for asset portfolio growth.
• Capital recycling through REITs and third-party collaborations.

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Frasers Property employs a multifaceted marketing approach, blending digital innovation with traditional methods to connect with its diverse customer base. This strategy aims to build brand recognition, generate interest in its properties, and ultimately drive sales across its global portfolio.

Digital Content Engagement

The company leverages digital content, including its 'Live Proud' magazine and informative blog posts, to share property market insights. These resources are particularly valuable for understanding trends in markets like Australia for 2025.

Social Media and Website Presence

Social media platforms and the corporate website are central to showcasing properties and communicating company achievements. Campaigns like the '100 Years Proud' initiative highlight the brand's heritage and ongoing development.

Data-Driven Personalization

A strong emphasis is placed on data analytics to understand customer behavior and preferences. This allows for the creation of tailored marketing campaigns, including personalized emails and targeted advertisements.

Customer Satisfaction Focus

In its retail sector, particularly in Australia, a bespoke approach to curating offers based on community needs drives high customer satisfaction. Metrics like Net Promoter Score+ (NPS+) and Customer Satisfaction (CSAT) guide these efforts.

Technological Advancement

The Group Digital Innovation team explores cutting-edge technologies like low-code platforms and AI to enhance operations. This forward-thinking approach supports the development of smart, integrated real estate solutions.

Future-Ready Real Estate Concepts

The marketing strategy increasingly integrates concepts of liveability, sustainability, resilience, and affordability. This holistic approach aims to attract and retain customers by aligning with modern living expectations.

The company's commitment to innovation is exemplified by its Intelligent Building platform, which has facilitated achievements such as Alexandra Point in Singapore obtaining SmartScore Platinum certification. While specific details on paid advertising spend or influencer collaborations for 2024-2025 are not extensively publicized, the overall marketing mix reflects a strategic evolution towards embracing future-ready real estate principles. This approach underpins the Frasers Property business strategy, focusing on creating value through customer-centricity and technological integration, which is further detailed in the Revenue Streams & Business Model of Frasers Property.

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Frasers Property has established a distinct brand positioning as a multinational investor-developer-manager focused on 'Inspiring experiences, creating places for good.' This ethos underscores its commitment to developing and managing spaces that offer enduring value, enhance community well-being, and promote sustainable living.

Core Brand Promise

The company's brand promise centers on 'Inspiring experiences, creating places for good.' This highlights its dedication to long-term value creation, community well-being, and sustainable living in its developments.

Sustainability as a Differentiator

Sustainability is a foundational element of Frasers Property's identity and operations. Frasers Property Industrial's consecutive Regional Sector Leader Status in the 2024 GRESB for the fourth year in a row exemplifies this commitment.

Key Development Pillars

The brand resonates with its target audience by integrating liveability, sustainability, resilience, and affordability into its projects. As of FY2024, 45% of its owned and asset-managed properties were green-certified or pursuing certification, with a goal to reach 56% in FY2025.

Financial Commitment to Sustainability

The company's focus on green buildings and sustainable finance is a key unique selling proposition. In Australia, 100% of its corporate funding was secured as sustainability-linked loans as of March 2023.

Brand consistency is a critical aspect of Frasers Property's sales and marketing strategy, ensuring a unified visual identity, tone of voice, and customer experience across its varied portfolio and global markets. This approach aids in reinforcing the Frasers Property brand positioning. The company demonstrates agility in responding to evolving consumer sentiments, as evidenced by its retail portfolio achieving the highest Net Promoter Score+ (NPS+) in Australia in the 2024 Shopper Sentiment Report. Furthermore, its proactive stance on societal needs is shown through initiatives like the Inclusion Champions program, launched in 2023 across 10 malls in Singapore, which trains staff to better assist customers with diverse needs. Understanding Frasers Property's customer segmentation is key to its effective sales approach.

Customer Satisfaction Leadership

The retail portfolio was ranked number one in customer satisfaction in Australia in the 2024 Shopper Sentiment Report, reflecting strong customer engagement and loyalty.

Responsiveness to Societal Needs

The industry-first Inclusion Champions initiative, implemented in 2023, showcases the company's commitment to inclusivity and supporting customers with diverse needs.

Brand Consistency

Maintaining a consistent brand experience across diverse geographical markets and property types is a core element of its business strategy.

Focus on Liveability

Integrating liveability as a key pillar in its developments helps to attract and retain customers, contributing to its overall sales and marketing plan.

Commitment to Green Buildings

The increasing percentage of green-certified properties demonstrates a clear strategy for sustainable property development, appealing to environmentally conscious buyers and investors.

Strategic Market Expansion

The company's approach to international market entry is a key component of its growth strategy, as detailed in the Growth Strategy of Frasers Property.

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Frasers Property has strategically employed key campaigns to bolster its sales and marketing efforts, focusing on heritage, major project launches, and community engagement. These initiatives are central to its overall business strategy, aiming to enhance brand positioning and drive customer acquisition across its diverse portfolio.

'100 Years Proud' Campaign

Launched in January 2024 by Frasers Property Australia, this campaign celebrated a century of property development. It focused on sharing the company's history, present impact, and future legacy through various media and community events.

One Bangkok Integrated Development Launch

The opening of One Bangkok in October 2024 marked a significant milestone, showcasing a massive integrated district. This development, spanning 1.93 million square meters, aims to be a new global landmark in Thailand's capital.

'Our Love Letter to Singapore' Community Campaign

Scheduled for July 2025, Frasers Property Singapore's campaign aims to raise S$100,000 for the community. This initiative underscores the company's commitment to social responsibility and community involvement.

These campaigns demonstrate Frasers Property's multifaceted approach to marketing, blending historical celebration with the launch of significant new projects and a strong emphasis on community ties, reflecting its broader business strategy.

Campaign Objectives

The '100 Years Proud' campaign aimed to celebrate heritage and articulate future legacy, while One Bangkok sought to establish a new global landmark. The SG60 campaign focuses on community fundraising.

Creative Concepts

Campaigns centered on storytelling, community connections, and showcasing large-scale, integrated developments. The '100 Years Proud' campaign featured stories of the company's past, present, and future.

Main Channels Utilized

Key channels included television advertising, specialized magazines, community engagement, public relations, digital showcases, and launch events, reaching broad audiences for each initiative.

Results and Impact

These campaigns successfully reinforced brand presence, engaged communities, and highlighted the company's capability in developing integrated, future-ready real estate solutions.

Brand Positioning

The marketing tactics employed effectively position Frasers Property as a company with a rich heritage, a developer of significant urban landmarks, and a committed community partner.

Customer Acquisition Focus

By highlighting community benefits and the quality of integrated living and working spaces, these campaigns aim to attract and retain customers across residential and commercial sectors.

Frasers Property's Sales and Marketing Strategy in Action

Frasers Property's sales strategy is deeply intertwined with its marketing efforts, as seen in these key campaigns. Understanding how Frasers Property approaches sales in real estate involves recognizing the integration of brand storytelling with tangible project launches.

• The '100 Years Proud' campaign enhanced Frasers Property brand positioning by emphasizing its long-standing presence and commitment in Australia.
• The One Bangkok development showcases Frasers Property's strategy for international market entry and its approach to promoting commercial properties.
• The SG60 campaign exemplifies Frasers Property's customer segmentation for sales, targeting community engagement and social responsibility.
• These initiatives reflect key elements of Frasers Property's sales and marketing plan, utilizing diverse channels to reach target audiences.
• Frasers Property's digital marketing strategy for property development is evident in the promotion of large-scale projects like One Bangkok.
• The company's approach to property sales channels is broad, encompassing both traditional and digital methods to drive customer acquisition.
• Frasers Property's competitive sales strategies in Asia are supported by such impactful marketing campaigns.
• The use of social media for property marketing is a key component, alongside traditional advertising, in Frasers Property's overall plan.
• Frasers Property's customer relationship management in sales is strengthened by community-focused initiatives.
• Sales performance analysis of Frasers Property would likely show positive correlations with the reach and engagement of these campaigns.
• The marketing ROI for real estate ventures is a critical consideration, with these campaigns designed for maximum impact.
• The company's history is a significant asset, as detailed in the Brief History of Frasers Property, informing its current marketing narratives.

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