Millennials are growing older. But for them, the idea of adulting can be quite overwhelming.
Avida wanted to convince these millennials that they can Live Ready to face their future with a home that’s just as ready as they are.
We showed how every Avida home is prepared to accommodate those who wanted to move up in life. All they needed to do was make their move!
We showed the upgrades that were waiting for them in witty copy ads, videos, and targeted media placements that ran across various online platforms.
And with the help of data, we ensured that each material was seen by the right audience.
Despite collecting less inquiries than the previous year, the digital-first campaign converted more audiences into buyers in 2019 resulting in an astounding 57% increase in property sale.
With a solid digital media strategy in place, we have prioritized quality over volume of inquiries reflected by the increase in sales considering a typical 6-month conversion period. Following our audiences’ path to purchase at an inquiry stage, we have created venues on digital to strengthen propensity to buy an Avida property.
Supported by historical customer data, we are able to ensure that we are targeting the right people by analytically profiling audiences based on provided web analytics data and key locations marrying the perceived reasons for buying their preferred Avida property.
We are able to come up with a tailor-fit Customer Profiling database in four key steps:
- Categorization of all available Avida properties in their respective key areas.
- Computing for each key area’s share of value by working with the number of units available and value of units that need to be sold.
- Work on each key area’s share of value against the perceived target audience.
- Determine the three main value-based categories and identify reasons for buying a specific Avida property.
Leveraging on the insights gathered from the data, we are able to ascertain a digital experience ecosystem for each identified bucket based on share of value: high value property buyer at 7.42% share of value, mid-value property buyer at 70.73% share of value and affordable property buyer at 21.85% share of value wherein each group is perceived to be looking for properties in a specific location.
Knowing the share of value of each identified audience bucket, we are able to prioritize and efficiently allocate resources where digital efforts can bring us increased return on investment.
Proving that with the right message, we are able to reach and convince struggling adults of today to become homeowners of tomorrow.
Live Ready with Avida.