National homebuilder wants to identify which messages will resonate most with different homebuyers

Challenge

Homebuilder wanted to understand the best way to communicate its unique points of differentiation to consumers as it acquired competitor brands and entered new markets. The goal was to create marketing messages that highlighted the homebuilder's unique strengths but to vary the tone and context of messages based on the unique needs of particular homebuyer segments. 

Action

A survey was administered to potential homebuyers that helped segment them into six distinct groups based on need states and key demographics. Points of brand differentiation most likely to resonate with each segment were identified. The survey also measured brand health for the client and competing brands across several different markets to set a baseline for evaluating marketing effectiveness.

Result

Creative content was developed to align with the distinct needs states identified through the segmentation analysis. Demographic information associated with each segment was used to target the right messages to the right audiences much more efficiently.