The exchange, conveyancing and settlement of real estate transactions in Australia, has traditionally involved reams of paper contracts, bank cheques and wet ink signatures. With states and territories legislating for electronic conveyancing (e-conveyancing) to become mandated, an overdue seismic shift was about to transform a $5.5 trillion-dollar marketplace.
Introducing Sympli, Australia’s second e-settlement provider.
Jointly owned by the Australian Stock Exchange (ASX) and LegalTech company, Infotrack, Sympli’s efforts were consumed with developing a technically complex product in line with evolving legislation.
With no in-house marketing expertise, pepper’s mission was to introduce Sympli to market, as a superior e-settlement alternative to the sole incumbent, PEXA.
Our development work was subjected to a two-week security review by some of Australia’s finest security professionals from the ASX and Infotrack. Proudly, our work passed with flying colours.
Conveyancing is a complex topic. Few people truly know what a conveyancer or lawyer actually have to do to ensure the successful settlement of a property transaction. For this reason, every marketing effort was focused on the conveyancers and property lawyers who needed an e-settlement provider.
Starting from zero digital presence, and with no internal marketing resources, Sympli needed to get their message to a sophisticated and extremely niche market of legal professionals. Step one was the website.
Based on a basic brand, we designed and developed the public-facing, WordPress website for Sympli. With grand marketing goals, the website needed to be robust and flexible enough to support future SEO and content marketing efforts.
With Australian property being in a $5.5 trillion marketplace, the website would be an obvious attack vector for hackers and scammers. For this reason, our development work was subjected to a two-week security review by some of Australia’s finest security professionals from the ASX and Infotrack. Proudly, our work passed with flying colours.
From no marketing team and zero marketing collateral, we developed processes and assets ready for an incoming marketing team.
With the website successfully launched, Sympli was now able to start on-boarding new legal professionals as clients. With pepper continuing as Sympli’s marketing team, our next mission was to build awareness, drive website traffic and generate leads.
We assisted Sympli to develop and prepare for a series of industry roadshows. Building awareness and driving attendance to these events was the goal of lead-up social media and email marketing campaigns. Following the events, we continued email and social communications that reinforced messaging from the roadshows and encouraged sign-ups.
Laser-targeted and uber specific, our campaigns inviting practitioners to the Sympli Roadshows were so successful, events were oversubscribed. Marketing activities following the Roadshow converted over 24% of attendees to sign-ups.
From no marketing team and zero marketing collateral, we developed processes and assets ready for an incoming marketing team. Working with the new team, we successfully completed our engagement with a thorough handover of marketing tools, systems and reporting templates.