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LJ Hooker partners with Facebook for internal innovation

LJ Hooker partners with Facebook for internal innovation

By Ryan Ellem on Nov 21 2017


LJ Hooker has unveiled the next cornerstone in its digital strategy, becoming the largest Australian real estate brand to adopt Facebook’s enterprise platform, Workplace, to centralise group communications and knowledge sharing.

LJ Hooker's Corporate team first engaged Workplace mid-year and, after observing heightened levels of efficiency in communication and collaboration, has now rolled out the innovation to its national residential and commercial networks.

Already LJ Hooker principals and their teams are utilising Workplace to engage with each other and the Corporate support team on company initiatives and to share best practice with each other.  

The platform is part of LJ Hooker's 2020 Vision which will cement the brand as real estate's leading provider of digital services for industry specialists and consumers.

Adoption of Workplace builds on LJ Hooker's relationship with Facebook. 

At the start of spring, LJ Hooker launched a world industry first with partner Tiger Pistol; an integrated social and digital media campaign comprising Facebook and Instagram advertising with lead nurturing reinforced by email powerhouse ActivePipe. 

The campaign, even before the conclusion of spring, has seen LJ Hooker reach 7.5 million Australians and a 59 per cent increase in online leads compared to the same period last year.

As a centralised app platform which is optimised for mobile, Workplace enables LJ Hooker to communicate in a single, secure online space with its entire network.
 
LJ Hooker's Head of Communications, Sarah Dickson, said Workplace’s ability to cater for the communication and knowledge sharing across the breadth of LJ Hooker’s services made it an ideal all-inclusive platform for the brand.

"It's increasingly difficult to achieve cut through to our people solely via email, an extremely noisy channel," said Ms Dickson. 

"Like most successful professionals, our principals, sales agents, property managers and administrative team are continually bombarded with emails from all manner of sources, around the clock.

"Ensuring our network is abreast of new initiatives is integral, so whenever LJ Hooker Corporate has a new announcement -such as the strategy and marketing assets for a new marketing campaign - our team simply log in to Workplace to understand all its components and chat to our Marketing team."

As part of its training and knowledge sharing agenda, LJ Hooker has established individual groups on Workplace where specialists can interact on an array of topics like trending technology and FIRE (Females In Real Estate).

Workplace also overcomes the geographic challenges of engaging LJ Hooker offices across the country. 

'For instance, we have a chat group for Franchise Owners where together they can discuss a host of operational and industry matters.

'There's also a group for Property Managers, whereby they can share ideas and discuss new legislation.

"Facebook Live enables us to stream training sessions in real time, so if they're an agent in Far North Queensland, they can learn from our auction specialists who may be hosting a session in Sydney, from their desk, mobile phone or tablet."

Ms Dickson said Workplace supported the benefit of being part of a large-scale network.

“Our scale is strengthened by our internal relationships. Our culture supports the sharing of best practice and knowledge between our network members, and Workplace offers that platform for principals and their teams to grow their businesses and market share.”

Ms Dickson said Workplace also promoted fun social engagements within the brand.

"While Workplace's core focus is professional communication and education, we also recognise the strong friendships that form within our network and the platform can nurture those relationships as well."

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