On a Journey to Increase  the Lead to Sale Rate for
Ingenia Lifestyle

The Challenge

Ingenia Communities, a leading developer of seniors living land lease communities along Australia’s east coast, faced the challenge of enhancing their lead-to-sale conversion rates. With a focus on serving the over-55s market, Ingenia recognised the need to refine its customer journey and optimise their marketing automation processes to better engage with potential residents.

Our Solution

Social Garden responded to these challenges by proposing the development of a comprehensive future state customer journey map. Our objective was to streamline the nurturing process, ensuring that leads were effectively guided from initial contact through to conversion.

In addition to mapping out the ideal customer journey, a marketing automation platform (MAP) audit was recommended. This audit aimed to identify existing inefficiencies within Ingenia’s current systems and uncover significant opportunities for improvement. The ultimate goal was to increase Ingenia’s return on lead generation investment by enhancing their ability to convert leads into sales, by providing a clear path forward on which marketing automation solutions to focus on.

A Comprehensive
MAP Audit

Our first step was to conduct a comprehensive MAP audit, focusing on Ingenia’s ClickDimensions and Dynamics365 platforms. We assessed the hygiene, pain points, capabilities, and priorities within these systems to identify key areas for improvement. This audit allowed us to pinpoint specific inefficiencies, such as data cleanliness and workflow automation and provided a clear roadmap for enhancing their overall marketing automation infrastructure.

A Future-State Customer
Journey Blueprint

With insights from the MAP audit in hand, we moved on to customer journey mapping. This involved a deep dive into Ingenia’s lead generation, qualification, segmentation, nurturing, scoring, and routing processes. By collating information on their current practices and leveraging both market research and our property knowledge, we gained a thorough understanding of Ingenia’s customer behaviours, preferences, and pain points.

We developed detailed buyer personas for each product category, identifying their goals, challenges, and preferred channels and content at each stage of the buyer’s journey. This information was organised into a structured table, allowing us to create a clear and comprehensive view of the current state and what an ideal future state could look like. We then used these insights to design a future-state customer journey flowchart, complete with an aligned nurture orchestration plan that would guide leads more effectively through the funnel.

Customer
journey
mapping.

Development of a MA Maturity Roadmap

To ensure long-term success, we proposed a phased marketing automation maturity roadmap. This roadmap outlined a step-by-step approach for implementing the recommended marketing automation solutions and programs, focusing on enhancing Ingenia’s lead-to-sale conversion rate. By following this phased approach, Ingenia could gradually increase its automation capabilities, ensuring each new process was fully optimised before moving on to the next.

Step-by-step approach

Next Up:
Scaling Ingenia’s Marketing Automation to Drive Engagement and Boost Conversions

Through a strategic approach, Social Garden has built a strong foundation for Ingenia Communities’ marketing automation roadmap. The first phase focuses on the basics: branded email templates, profiling landing pages, a new lead autoresponder, a comprehensive welcome journey, preference centre optimisation, and an inactive data cleanse to ensure a clean database.

With these elements in place, we’ll advance to more strategic program delivery, using customer journey insights. This includes re-engagement programs, lead scoring, behaviour-based triggers, social media remarketing, and A/B testing to enhance campaign performance, driving higher engagement and conversion rates.

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