Understanding the Richmond buyer amid COVID and a hot market

Cut-through is hard-won in Auckland’s competitive residential community market, and COVID-19 shifted buyer focus toward product and amenity just as New Zealand’s hot market made building new or buying established a genuine alternative to off-the-plan. The campaign had to identify and convert in-market prospects, maximise qualification and handover, understand engagement drivers per channel, and establish performance benchmarks across ongoing stage releases.

Audience segmentation drove purpose-built content across multiple channels: an audience with adult-aged children, for instance, saw low-maintenance design messaging. A robust testing framework leveraged each channel to its strengths, tracked behaviour to inform optimisation, and found the sweet spots, like serving display appointment benefits to retargeting audiences rather than prospecting.

A profiling questionnaire collected intent and preference data before handover: where the lead sat in their journey, who they were, and what they wanted in a home, from bedrooms to budget. Every lead integrated seamlessly into the Wilshire CRM with real-time sales alerts for immediate follow-up and display appointment booking.

The campaign generated 1,817 leads and cut cost per sale 29% from August 2019, results built on multiple audience allocations across platform, website, sales and demographic data, delivered to the right people in the right parts of Auckland at the right times.