Developing the Customer Journey & Compelling Content for AVJennings’ Turnkey Homes Campaign
The Property Republic collaborated with leading property developer, AVJennings, to map the customer journey and create content for a national campaign focused on promoting their turnkey homes product.
AVJennings is a trusted property developer, known for delivering quality communities and turnkey homes in Victoria, South Australia, New South Wales and Queensland. They sought to capture, convert, educate and nurture interested homebuyers and investors with a national turnkey homes campaign.
The Approach
Initial Workshop and Strategy Development
Property Republic Founder, Judi Carr, and Content Creation Executive, Abigail Jones met with Lisa Haberle, National Brand and Communications Manager, for a strategic workshop to map out the campaign objectives, customer journey, content ideas and key customer touchpoints.
The biggest challenge was developing a seamless digital customer experience, taking into consideration the need for a national campaign as well as inquiry to the regional projects.
Once this journey was mapped and agreed, we began generating ideas for email, blog and social media content. By aligning the campaign goals with customer needs, we were able to outline a series of nurture emails and blogs that would resonate with the target audience at each stage of their buying journey.
Content Creation
Armed with insights from the workshop, we embarked on crafting a suite of content assets tailored to educate and nurture potential homebuyers.
The centrepiece and lead magnet of the campaign was a comprehensive "Turnkey Homes Guide" designed to capture customer details to build the database while providing valuable insights and guidance for customers navigating the homebuying process.
A series of nurture emails, blogs, and social media posts were developed to distribute relevant information and foster engagement across different stages of the customer lifecycle - Awareness, Interest/Intent, and Decision.
The Results
The customer journey and content assets that were developed for the AVJennings turnkey homes campaign ensured a seamless and value-filled experience for prospective homebuyers.
