Richmond by Wilshire - Social Garden

Delivering a 29% cost per sale reduction for Wilshire's Richmond.

Continuing a successful year long partnership between Wilshire and Social Garden, the Social Garden team leveraged data to understand the Richmond buyer’s motivations amidst a shifting market to reduce the overall cost per sale by 29%. This case study showcases our results from 2019 – present.

1,817

leads generated

29%

reduction in cost per sale from August 2019 - present

Services

Campaign Overview

Building a consistent pipeline of buyers and achieving cut-through can be challenging within the competitive Auckland residential community market.

To succeed, our campaign needed to:

Identify, target and convert in-market prospects
Maximise qualification through profiling and efficient handover of all leads to the Wilshire sales team
Understand the drivers of engagement across each channel
Establish key performance benchmarks

Overlaying this challenge was the emergence of COVID-19 outbreak, in particular the shift in buyer focus on product and amenities with more time spent at home. This, combined with New Zealand operating in a ‘hot market’, buying established or building new has become an achievable alternative to off-the-plan community developments.

Wilshire’s Richmond community is an established and growing development with a number of stage releases throughout the campaign period. It was critical that the lead generation solution utilised a multi-channel strategy, demonstrated the unique selling features of the community, and most importantly, provided learnings on what worked and why.

“Delivering personalised content across a multi-channel advertising strategy played a critical role in reducing the cost per sale for the Richmond campaign. The results really speak to the strength in understanding your audience’s motivations. We’ve loved working alongside the Wilshire team, and look forward to another year of smashing sales targets!”

– Zoe Mulcahy, Account Manager, Social Garden

Delivering Personalised Content and Audience Segmentation

A key pillar of Social Garden’s strategy was segmenting audiences and delivering purpose driven content across multiple channels. This was overlaid with a robust testing and optimisations framework to ensure we could:

Make every marketing dollar count by leveraging each channel to their strengths
Track audience behaviour to inform campaign and content optimisations over time
Personalise content to different audience groups to align with their priorities and motivations
Improve campaign performance over the project timeframe

Purpose Driven Content

Through audience segmentation, Social Garden identified key content types that resonated with different audience groups. For example, an audience with adult aged children were more likely to receive and engage with advertising informing ‘low-maintenance design’. Audience segmented content ensures a stronger user experience and increased conversion through personalisation.

Multi-Channel Testing

Leveraging each channel to their strengths was a key success factor of this campaign. By identifying channel and content fit, along with a testing methodology across all conversion points, we were able to find “sweet spots” to drive quality and efficiency. For example, we saw stronger conversions by serving a display appointment benefits to retargeting audiences than prospecting.

“While we continue to see challenges of competition along with a world wide pandemic, throughout our time working on the Wilshire developments lead tech campaigns we have seen some fantastic results leading to a reduced cost per sale. A key contributing factor to these results was leveraging multiple audience allocations through a mix of platforms, website, sales and demographic data to ensure we delivered to the correct people and areas within the Auckland region at the right times.”

– Ben Savva, Campaign Manager

Identifying Sales Ready Prospects

With high monthly lead volumes, it was critical to establish a process enabling Wilshire’s sales team to efficiently identify leads ready to buy now from buyers of tomorrow.

Through a profiling questionnaire we collected qualifying data prior to the lead handover. This included both intent based data and preference data to better understand:

Where the lead was in their journey to buy (e.g. hot, warm or researching)
Who they are (e.g. buyer type)
What they were looking for in their home (e.g number of bedrooms, budget)

All leads generated integrated seamlessly into the Wilshire CRM, with sales alerts sent to the sales team each time a lead was added to the database, supporting immediate follow up and display appointment booking with the sales consultant

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