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January 19, 2024

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What is segmentation?

Segmentation lets landlords divide their user base into smaller groups based on shared characteristics. For example, landlords can segment their tenants by role, interest, building, floor, apartment, and many more (which we’ll cover below). 

This information helps them target their tenants with more relevant content, increasing engagement and overall satisfaction.

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Why is segmentation important in 2023?

Let’s go back to Marketing 101. If you want you want to engage your audience, you need to send them content and offers that are relevant and timely.The same can be said for engaging your tenants. If you’re constantly sending them emails or notifications that aren’t relevant or not a priority, they’ll eventually tune out.

In a world of information overload, we need to put our best foot forward when it comes to engaging the workers in our building. Segmentation helps us do that

How segmentation can be used in a tenant experience app

Segmentation can be used in many different ways, including the ability to:

  • Personalise interactions and curate bespoke experiences for your customer verticals.
  • Segment news, news, building information, deals, products, services, important announcements, email communications, push notifications, and more.
  • Segment content to your users by roles, interests, building, level, and even apartment.
  • Gather insights to understand segment sizes, activity, customer preferences, and interests better.
  • Enable prospecting access to support your leasing strategy.

Nine ways you can segment users in EquiemOne

#1-4: Building, level, area & apartment

You can target building levels, apartments, areas, wings, or an entire building with targeted communications and content.

#5-6: Company & company attributes

Users can target a specific company or number of companies with set company attributes.

#7-8: Role & user attributes

Based on one's role, you can target Tenant Representatives, HR Managers, Fire Wardens, Advocates, etc. You can also target users based on what interests them. For example

  • Arts & Crafts
  • Music & Entertainment
  • Food & Drink
  • Networking & Socialising
  • Reading & Writing
  • Self-Development & Learning

#9: User types

This segmentation provides the ability to target specific types of users that are registered on your platform: Commercial, Residential, and Visitors. When a user registers to your platform, they will choose whether they live here, work here, or are visiting. This will determine the user type they are assigned.

Specific use cases for Content Segmentation

Now that we know how you can segment users in Equiem, let’s look at specific use cases for each.

Building, level, area & apartment segmentation use cases

Emergency Updates

In the case of an emergency, communications such as SMS notifications may only need to be sent to the occupiers/residents within the affected location, such as a level or entire building.

Building Contacts

Building Manager, operations and security contact details, or any other required contacts, may be visible specifically for the occupiers/residents within the building they relate to, through segmented building info posts.

Redevelopment Updates

If a building is undergoing redevelopment, you can create content explicitly targeting occupiers/residents within that building, as any updates, such as noise disruption, will directly influence them.