RAWSON HOMES
Switching from good intentions to action in the real estate market.
The problem
The building industry invest their media dollars buyers with good intentions and little action.
Where experience led us
Everyone in the building category focuses on those who ‘intend to build’, over the last 12 months. Our analysis proved this equated to 65% media wastage. The insightful route was to focus on those who ‘had actually built in the past 12 months’. We created a lookalike audience based on a slightly older, financial stronger and more committed demographic. Moving our potential new target audience from 275,000 to 98,000 provided huge cost efficiencies.
The out-performance
64% efficiency in media targeting
An average of 17% reduction in media CPMs across all channels
In a heavily declining property market Rawson Homes maintained share of market
