Australian property developer was successfully attracting buyers however, as economic conditions softened, lead and sales volumes fell. Before investing further funds, the client wanted to understand how high end buyers were evolving to refine the communications strategy to target potential buyers.
We conducted focus groups with existing customers to understand why they purchased, what they value about the community and who they believed would be potential new buyers. Using these insights, a prospect profile was developed and used to recruit participants for a second round of focus groups. The groups confirmed there had been a clear shift in the profile and location of the potential buyer. It also revealed that existing creative executions did not capture the aspects residents loved about the development.
On the basis of these findings, the client moved from a local sales focus to a national and global brand focus. Creative was refreshed to capture the warmth of the development and media schedules changed to target the new target buyer.