Full-funnel personalisation for a complex, non-linear buying journey

JG King Homes: 2,561 prospects and 308 deposits in 12 months

With 52% of people likely to switch brands for a personalised experience, expectations in high-value markets have never been higher, and a viable sales lead can be eight touchpoints away. JG King asked us the hard question: how do you personalise a journey this complex and non-linear?

Client: JG King Homes
Industry: Property
Solutions: Media & Performance
Region: Australia

New prospects over 12 months

2,561

Deposits

308

Of leads qualified and handed to agents

47%

The challenge

Bridging the gap between JG King’s marketing and sales units. The growth team analysed the current state of the customer experience and found what most high-value brands find: to service every stage of the funnel, a unified messaging and data strategy had to come first.

Our solution

We built a cross-channel, cross-device engine unifying social, search, EDM, calling and SMS at every funnel stage. Top of funnel found new prospects with lookalike audiences refined by real-time call centre insights. Middle of funnel profiled leads on intent, nurturing the not-yet-ready through segmented automation. Bottom of funnel hit qualified leads with conversion-based trigger advertising and drove appointment attendance through localised retargeting.

Our call centre backed the sales agents where it mattered: pre-qualifying leads within two hours of generation, reporting objections, and integrating the data straight into the CRM via Salesforce and Marketo, so agents worked hot leads instead of raw ones.

The results

Over 12 months the engine delivered 2,561 new prospects and 308 deposits, with 47% of leads qualified and successfully handed to agents: the compounding return of treating online and offline as one journey.

What our clients say

With the call centre having a consistent approach across every point of contact - every phone call or email contact entering the company for the first time - it means that we can rest assured those leads are actually being delivered, and we're seeing the return.