Home was the first mover in adapting to the new market situation in the real estate sector. Together, we developed a data-driven initiative that not only won awards but also generated significant additional business for Home.
Customer acquisition
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Customer Acquisition – Gold Winner ECHO Awards
The rules of the game in the Danish real estate market changed in 2014, when it became legal for real estate agents to contact homeowners who had listed their property with another agent for the first time in recent history. The real estate agency chain Home wanted to make the most of this opportunity and turned to Ambition to develop the right strategy.
Effective Use of Real-Time Data
Based on insight analysis of the target audience and the house selling process, we developed a strategy for an individualized dialogue program that effectively utilized real-time data on the time properties had been listed for sale on boligsiden.dk. This allowed us to tap into the sales process and ensure that we could communicate with the right household with the perfect message at the right time.
The dialogue program was primarily driven through direct mails, where we personalized all messages based on data about the household, the sales process, and more. At the same time, we followed up with a digital supportive effort.
Results
The program ran for three years and ensured continuous dialogue for Home with many of the competitors' customers. A wide range of sales dialogues were created, resulting in thousands of new customers that Home could acquire directly from competitors as a result of the 1:1 campaign.
ROI
Total ROI = 42 (measured in average gross revenues from sales).
Awards
Gold Winner of the ECHO Awards 2015 in the category "Financial Products and Services."
