Douglas Elliman Development Marketing
Douglas Elliman Development Marketing (DEDM), the new development marketing consultancy division of premier residential real estate brokerage Douglas Elliman delivers a holistic approach encompassing comprehensive in-house research, planning and design, marketing, sales and leasing to their portfolio valued over $87 billion dollars. Backed by over a century’s worth of insights and experience, DEDM combines unrivaled sales, leasing, and marketing expertise with real-time market intelligence of the most intricate details to major trends in new development real estate.
In his current role, Charlie focuses on research & analytics, with an expertise in analyzing market conditions and performing strategic research to optimize development strategy from conception to completion.
“Gathering sales information across the market and within our portfolio is straightforward, however, quantifiable marketing analytics is something that's always been an issue in new development. Buyer demographic information and marketing campaign effectiveness has been very much anecdotal. We're actually trying to quantify that and turn that into actionable information. We want to understand who our buyers are, where they are coming from, what the most effective way to reach them is and track that entire path to purchase.”
Prior to partnering with Spark, DEDM used a different system to manage their CRM needs.
“When I went to DEDM, they were using a CRM system that was kind of clunky and didn’t offer much in terms of being able to extract sales and marketing insights. The overall design looked very antiquated and was not the most user friendly,” said Charlie.
More importantly, the system did not allow DEDM to standardize processes or data and offered little in terms of customization. Given the limitations of their CRM’s capabilities, the team was quick to understand that if the data their system was collecting was missing key context or integrity, their sales efforts would be significantly obstructed.
“The first time I saw Spark, I was like, wow this actually looks like a real program for today's world,” said Charlie. “Being able to fully use it on both mobile and desktop has been invaluable.”
Analytics and insights are only as useful as the primary data they are based upon. Beyond its user interface, Spark was able to provide significant value to DEDM through efficient and accurate data collection. By being able to identify different target segments and tailor their strategy accordingly, DEDM was able to build a foundation of data integrity and cleanliness through Spark.
“The registration source is something we use to determine whether an inquiry is a broker or a buyer, and Spark has allowed us to make that a required field. Now anybody coming into the system is required to enter the registration source before advancing, which wasn’t possible before. We build so much of our reporting and analyses off this key data field; it’s actually a feature we couldn’t function without.”
Even further, DEDM is able to apply this in-depth data in-application through their email marketing campaigns. Data collected by Spark has the ability to sort leads into various profiles groups that permit segmented and targeted email campaigns, tailored to the specific target profile.
“The email campaign functionality is a really cool feature that we're able to utilize by segmenting our inquiries into specific buckets. We can send target-specific messages to those buyers and brokers then track their success based upon the metrics that Spark produces. It also enables our sales teams to prioritize follow-up with the inquiries that may have interacted with a specific campaign. I have not been able to do that with any other projects in the past."
By utilizing Spark's data driven system, DEDM gains a competitive advantage in how it can service its customers and set themselves apart from its competition.
Spark's reporting feature allows DEDM to offer customizable reporting to its clients, providing multiple concurrent reports that are tailored to be relevant to even a single person within an organization.
“Spark’s reporting functionality is tremendous. Not only are we able to customize reports for a specific project but also to a specific team member or project stakeholder. The developer might have somebody on their team that only cares about contracts or sales information, so we can create a report specific to them and their needs,” said Charlie.
Further, DEDM can take those customized reporting dashboards and pre-program them to be regularly sent out to the intended recipient improving efficiency and reducing the chance of human error.
“We can create a variety of different widgets that address those questions and then set up an automation that regularly sends out those reports on a specific day and time, in either PDF or Excel format, which I think is pretty cool.”
This feature provides the competitive advantage that has allowed DEDM to significantly differentiate themselves from their competitors. The depth and reliability of the data and information that DEDM is able to capture through Spark is well beyond what their competitors are able to achieve.
The data-driven success that DEDM has been able to achieve through Spark’s offerings has led to the organization growing its portfolio with Spark.
“I think we started right before the pandemic with two projects and now we have 16. We’ve certainly added a substantial amount.”
Multi-family projects of all size and scale benefit from our unified platform.
From your work laptop, phone or tablet. Spark goes with you wherever you need to get the job done.
Work with our partner success team to get up and running quicker than you think.