The Australian housing sector is facing serious headwinds. And with so much development across NSW, growing regions are awash with slow-selling housing communities offering similar brands, promises and images.
Rawson Communities is part of the Rawson Group, which includes Rawson Homes, Thrive Homes and Mint Loans. This portfolio gives customers the opportunity to explore multiple development sites and homes at different budgets, all with an understanding of their financial position. As one group, the customer experience promises less unknowns and a smoother ride through one of life’s most stressful periods.
We’ve just developed the Build Happy campaign for Rawson Communities, bringing this emotional advantage to life. But what really makes this campaign tick is how we flipped the traditional brand hierarchy for development marketing.
With plenty of development horror stories out there, search data shows that home buyers are looking for peace of mind and quality. They’re starting their new home search by developer, not specific communities.
So instead of creating a marketing-based place brand, endorsed by the developer, Rawson Communities leads with , then directs leads to community locations within the portfolio. This approach allows Rawson Communities to play to its most powerful differentiators, accelerate the brand’s equity, and rise above the ‘here today, gone tomorrow’ community brands with which they’re competing.
Alongside our visionary client and great agency partners Engaging.io and Verve PR, we’ve delivered a refreshed brand platform and marketing campaign that’s outperforming its ambitious targets in terms of monthly leads, cost per lead and qualified leads.
Click through to the full case study to find out more.