Connecting property seekers with a more relevant journey.
PropertyGuru helps people discover properties and navigate the decisions involved in buying or renting a home.
We worked with its Singapore and Malaysia teams to develop audience-led email journeys, connecting content strategy with copywriting, creative design and CRM execution. The objective was to encourage account registration, app downloads and engagement with PropertyGuru’s content and tools.
The priority.
Property seekers arrive with different needs. A first-time buyer, a family looking for more space and someone renting in a new country each face different questions and decisions.
PropertyGuru already had an extensive library of guides, market insights and customer stories, alongside useful search and planning tools. The opportunity was to connect those resources with the people most likely to benefit from them, giving each audience relevant reasons to take the next step.
Our approach.
We began by mapping buyer and renter motivations, challenges and information needs across the two markets.
These insights shaped content narratives and email journeys that combined useful guidance with the benefits of creating an account and using the app. Working with PropertyGuru’s content and lifecycle teams, we carried that strategy through into email planning, copy, design and preparation for deployment in Braze.
The work.
Defining audiences and content narratives.
We developed personas covering different buying and renting situations, from first-time buyers and growing families to young professionals, expatriates and investors.
Alongside these, we organised content around five narratives: guides, lists, stories, market insights and brand benefits. Mapping their relevance to each audience gave the team a practical framework for choosing what to communicate and why.
Planning more relevant email journeys.
We translated the strategy into separate buyer and renter journeys for Singapore and Malaysia.
The planning connected welcome messages, platform benefits and editorial content, with variations for different audience segments. This allowed communications to reflect both the local market and the property seeker’s circumstances.
Each journey had clear next steps, including registering an account, downloading the app, exploring relevant content and discovering PropertyGuru’s tools.
Bringing the journeys to life through creative.
We developed email copy and designs using PropertyGuru’s existing brand guidelines and assets.
The creative combined approachable headlines, useful content and clear calls to action. Messaging explained practical benefits such as saving favourite properties, receiving listing alerts and accessing information on the move.
Existing articles and customer stories were selected to support each audience’s needs, giving PropertyGuru’s content a defined role within the email journey.
Connecting creative with CRM execution.
We worked alongside the PropertyGuru team to prepare the emails for Braze, aligning content, design and audience variations with the planned journeys.
Supporting planning files, copy sheets and organised creative assets helped carry the strategic intent into execution. Review and refinement covered market-specific wording, imagery, links and calls to action.
Establishing campaign tracking.
We developed campaign naming conventions and a structured approach to tracking links across the email assets.
This provided a consistent basis for distinguishing markets, audience segments and individual emails, supporting measurement against the project’s objectives.
The result.
PropertyGuru gained a connected framework linking audience understanding with content selection, email creative and lifecycle execution across Singapore and Malaysia.
The work turned a broad collection of content and platform benefits into purposeful customer journeys, giving the team reusable strategic guidance and email assets designed to encourage deeper engagement with PropertyGuru.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.