Singapore – After serving as Flash Coffee’s head of marketing in Asia-Pacific for over three years, Deniz Kavak has announced that he will be moving to Propseller, a Singapore-based real estate agency, where he will serve as its head of marketing.
In a recent exclusive interview with MARKETECH APAC, Kavak shared that his leadership will focus on two areas: team leadership and strategic oversight. In it, he will be dedicated to recruiting, managing, and developing a high-achieving marketing team, as well as crafting and executing the overall marketing strategy for Propseller.
“A significant part of my hands-on efforts will be directed towards growth marketing and brand-building initiatives. This means I’ll be closely involved in driving customer acquisition via performance marketing channels, enhancing our brand presence in the market, and establishing Propseller as the leading tech-powered real estate agency in Singapore. I aim to blend innovative marketing tactics with data-driven insights to propel Propseller’s growth and solidify its reputation among property owners and seekers alike,” Kavak told MARKETECH APAC.
Marketing capability focal points
When asked about his key marketing priorities for Propseller, he stated that he will focus on strategic areas essential for the brand’s growth and brand presence, including conversion rate optimisation (CRO) and customer relationship management (CRM).
For Kavak, their CRO efforts will be vital to enhance their lead generation efforts, ensuring that their digital touchpoints effectively convert visitors into leads. Meanwhile, their CRM efforts will aim to improve Propseller’s lead nurturing through personalised communication, making the customer journey as seamless as possible.
“To bolster these efforts, we’re excited to announce that we will soon be hiring for key positions in our CRM team. This is a fantastic opportunity for those looking to contribute to a cutting-edge CRM strategy in the real estate sector,” he shared.
He also explained that they will expand their communications team, and that their focused efforts on CRO, CRM and communications will keep them busy over the coming weeks and months.
“Communications, encompassing social media, content marketing, and public relations, is equally crucial for amplifying our brand awareness. Through these channels, we plan to engage our audience, provide valuable insights, and showcase Propseller’s distinctive offerings,” he added.
Reflecting on previous stint at Flash Coffee
Kavak shared that during his time at Flash Coffee, he discovered the enduring power of branding alongside their highly optimised performance marketing campaigns. He also added that their previous investments in branding significantly contributed to reducing their overall customer acquisition costs in the long term, affirming the essential role of brand strength in growth strategies.
“Our experience with partnerships was equally transformative. Collaborating with prominent brands like Bumble, Oatside, and Barbie, we harnessed their extensive reach to connect with our target audience more effectively. These partnerships not only facilitated new customer acquisition but also supported our partners in achieving their marketing goals, creating a mutually beneficial ecosystem,” he said.
He also shared that during his time at Flash Coffee, they underscored the critical importance of customer obsession in marketing. This means that every strategy, campaign, and initiative must be deeply rooted in understanding and serving the customer’s needs and preferences.
“This customer-centric approach will continue to be a cornerstone of my strategy at Propseller, guiding our efforts to redefine excellence in the real estate industry. As I transition to Propseller, the essence of strategic marketing and commercial partnerships remains important, although the nature of these partnerships will evolve to align with the real estate sector’s unique dynamics,” he shared.
Understanding what’s next for real estate marketing in APAC and Singapore
For Kavak, the evolution of real estate marketing is marked by significant advancements and challenges, as we adapt to meet the expectations of a digitally connected audience. Moreover, he explains that navigating through these developments requires a nuanced approach, focusing on enhancing tech-driven experiences, leveraging the power of video marketing, and honing in on hyper-personalisation and hyper-local strategies.
“In the forefront of tech-driven experiences within the real estate sector, AI chatbots represent a transformative tool for enhancing lead generation and customer acquisition. By providing instant responses to inquiries and detailed information about brand services, these chatbots play a crucial role in engaging potential clients from the first interaction. The challenge here lies in ensuring such innovations remain user-friendly and accessible to all, regardless of their tech-savviness,” he said.
One of those key opportunities for real estate marketing is having video marketing playing a pivotal role in the industry, which can be implemented in strategies such as virtual tours, property showcases, and neighborhood explorations. In fact, the company is exemplifying the use of said technology through its cinematic video tours that vividly showcase properties, challenging us to distinguish our content in a densely populated digital arena.
“Lastly, hyper-personalisation and hyper-local marketing stand as pillars for crafting marketing messages that resonate deeply with target audiences. An example of this is tailoring ads to showcase similar properties sold in a buyer’s neighborhood, making the content highly relevant and engaging. Tailoring communications to match the specific needs and interests of buyers is essential, yet it presents the challenge of gathering and analyzing data accurately while respecting privacy boundaries,” he said.
Meanwhile, his outlook for the Singapore real estate industry is focused on two pivotal trends: the increasing reliance on technology for seamless transactions and the enhanced role of agents in ensuring customer success.
He stated, “Firstly, technology is set to redefine the real estate transaction process, with customers increasingly expecting digital solutions to make their experiences more seamless and convenient. A prime example of this trend is the launch of the Propseller Mobile App, which significantly enhances the property selling and buying experience. It allows owners to track their sale process, monitor listings, and access offers in real-time, while enabling buyers to discover off-market listings and request viewings with just one click.”
“However, the role of technology does not diminish the importance of agents; on the contrary, it elevates the expectations placed on them. Propseller’s approach combines technological ease with the expertise and personal touch of highly skilled agents, supporting customers through every step— from professional photography and video tours to negotiation and paperwork,” Kavak concluded.
