Generating Sales Ready Leads for Oak Tree Retirement Villages

How we generated sales ready leads

Nailing the message in the pre-launch phase was central to building momentum. In order to understand what messaging prospects needed to hear to convert, we encouraged leads to complete a profiling page, providing us with rich data on their preferences.

This included intent markers like whether they needed to sell their existing home, their preferred budget, motivation for moving and household. These data points gave us a more complete picture of where leads were in the purchase cycle.

The benefits of this are twofold…

1. The insights help to support the sales team in their conversations
2. The better we understand our audience, the more personalised, relevant messaging we can deliver

Using creative testing in advertising

Oak Tree Coffs Harbour has a number of unique selling points. The product itself offers modern and secure independent living, home to 53 villas with a range of amenities for residents. It’s in a great location that the local audience already knows and loves. Oak Tree is also a household name in the sector.

But which of these benefits would convert prospects into leads, and leads into sales?

To find out we tested and optimised, leaving no stone unturned. Leveraging AI and A/B testing strategies across the ads and landing page helped us to provide the right messaging to support the decision making process at each stage, from pre-launch through to on-market.

Insights

With the launch of a new village in an exciting location, we expected heightened interest in this coming soon stage of the campaign. Now over 3 months in, we’ve established that the over 55s age group is far savvier than their predecessors when it comes to online research.

They are consuming far more digital media than the generation before them, but there is still a large gap in the market when it comes to targeting this audience. From the high levels of engagement, conversions and CTR in the campaign, we can see that this is a group hungry for more information and all the benefits of a personalised experience.