Empowering growth: Inside Susan’s journey with Channel Marketing Group.
Starting a business is often romanticised as a thrilling journey filled with excitement and success. However, the reality is often more nuanced, marked by challenges and unexpected hurdles. In a recent interview with Susan, the Founder and Director of Channel Marketing Group, she shared her candid insights and experiences. With a rich background in the property industry and a diverse range of experiences, Susan’s journey reflects resilience, innovation and relentless pursuit of excellence. We delve into Susan’s story, uncovering the origins of Channel Marketing Group, their unique approach to marketing, and the challenges overcome along the way.
Susan Duffy, Founder and Director of Channel Marketing Group.
Susan’s Journey & inspiration
Susan’s entrepreneurial journey began nine years ago, driven by her passion for providing unique services in the property development sector. Growing up in a household connected to the property industry, Susan’s early exposure laid the foundation for her. Her professional journey commenced with roles in property marketing for Stockland, where she gained invaluable insights. Susan also gained experience working within the startup tech investment space, which provided her with a fresh perspective. This revelation coupled with an opportunity to re-enter the property industry, led Susan to embark on her own journey, founding Channel Marketing Group.
Specialised services
Channel Marketing Group specialises in offering research-based property marketing solutions to a diverse clientele. From larger multinational companies like Stockland, Aveo and Genius, to smaller developers who are just starting out, Channel Marketing Group assists clients at every stage of their projects. Whether it’s conducting pre-acquisition research, launching projects to market, or revitalising stalled developments, the team acts as an outsource marketing manager with a focus on property marketing. With a unique combination of market research, strategic planning, and sales advisory services, they empower their clients to navigate the complexities of property development with confidence.
Diverse portfolio
Channel Marketing Group has a diverse clientele and portfolio, spanning across various sectors within the property industry. With approximately half of their clients operating in the seniors living sector, including retirement living and aged care facilities, they have established partnerships with organisations such as Aveo. On the other hand, they also work with residential, apartments, builders, and master plan community developers, offering their expertise in these areas. This diverse range of clients has allowed Channel Marketing Group to navigate different facets of the property market. With a mix of long standing clients and newcomers drawn to their innovative approach, they continue to thrive in an ever-changing landscape, driven by their passion for property marketing.
Overcoming challenges & breaking barriers
From male-dominated industries to presenting clients of the value of their services, Susan encountered some challenges along the way. She recounted the initial scepticism she faced from property developers unwilling to invest in her innovative approach. “It was an eye-opener”, Susan admitted, acknowledging the risk of introducing a new concept to a traditional market. Furthermore, navigating the diverse range of property types amidst the unique challenges posed by COVID-19 has been both a learning curve and an opportunity for Channel Marketing Group. As a marketing strategy company in the property industry, their core focus on research and strategic planning proved invaluable during uncertain times. Susan's approach was pragmatic yet forward-thinking, mirroring the advice they offer clients: build a comprehensive communications plan and forecast market trends. By segmenting customer and client types, such as retirement living, land developments, and apartments, they mapped out tailored messaging strategies to adapt to evolving market dynamics.
“We just really went back to basics to understand how our customers were thinking through that process and then how we best support them” Susan explains.
This proactive approach not only supported clients but also showcased Channel Marketing Group's commitment to strategic thinking and client-centric solutions. Despite the challenges, Susan's unwavering dedication ensured that Channel Marketing Group remained a trusted partner for clients navigating uncertain times in the property market.
Looking ahead: growth & innovation
Looking ahead, Susan envisions growth and innovation for Channel Marketing Group. With the recent addition of Heidi to the team, Channel Marketing Group is poised to offer a new dimension of service: sales advisory. This component allows them to advise clients on helping their sales teams be more efficient in converting leads. Susan emphasised “offering that as a service is a huge milestone for us”. This strategic move reflects their commitment to providing comprehensive solutions tailored to their clients' needs. Additionally, leveraging their extensive research and data accumulated over nine years, Susan expressed eagerness to explore the realm of artificial intelligence (AI). She articulated her ambition, noting, "We're really looking... to dabble in the AI space around how we can use that data moving forward in our research capabilities." This initiative highlights Channel Marketing Group's forward-thinking approach, embracing technology to enhance their research capabilities and stay ahead in a competitive market.
Over the years, Channel Marketing Group has flourished, guided by a steadfast commitment to its core values and a strategic approach to navigating market fluctuations. Even amidst the challenges posed by the COVID-19 pandemic, Susan and her team found opportunities for growth, leveraging their expertise to help clients pivot and adapt to the changing landscape. Susan's vision, coupled with her team's unwavering dedication, underscores Channel Marketing Group's commitment to innovation and client-centric solutions. As they continue to empower clients and navigate the complexities of the property market, one thing remains certain: the journey ahead promises growth, transformation, and endless possibilities.