Unlocking the Power of First-Party Data for Property Marketing

At Space & Time, we empower home builder marketing to unlock the full potential of their customer data. In today’s market, first-party data is not just an asset, it’s the foundation for smarter decisions, stronger relationships, and sustainable growth. By understanding the customer journey and leveraging data at every stage, you can find, nurture, and convert better customers who become true advocates for your brand.

What is first-party data?

First-party data is information collected directly from your customers through your own channels, such as your website, app and customer interactions. For new build property marketers, this includes details from website visitors, inquiry forms, brochure downloads, conversion and sales data. This data is uniquely yours, reflecting real interactions and genuine interest in your brand and properties. It’s reliable, compliant, and cost-effective, helping you drive higher conversion rates and serve more personalised ads to your prospects.

How to use data across the customer journey

The journey of a new build property buyer is long, complex and spans multiple touchpoints, from initial awareness to final purchase and beyond. Understanding this journey is crucial for identifying where and how to engage your audience most effectively.

What are the key stages of the data-driven customer journey

1. Unaware:

The use of predictive analytics allows us to use historical data to plan and optimise media activation and pricing strategies based on demand data. You can leverage lookalike modelling based on existing customer profiles to identify and target new, high-potential audiences.

This all ensures your marketing efforts are focused on the most promising prospects and effective channels from the outset.

2. Awareness:

Use first-party data to identify high-value audience segments by analysing demographics, behaviours, and engagement patterns.

Optimise your marketing mix by understanding which channels and creative are most effective.

Segment audiences to deliver relevant, timely messaging that aligns with their interests and intent.

3. Consideration:

Use first-party data to show targeted ads to users who’ve visited your website or engaged with your emails or social media but haven’t converted. As potential buyers explore your developments—browsing floor plans, location details, and customisation options—data enables you to personalise the experience with tailored content and incentives.

This not only enhances the customer journey but also increases engagement and conversion rates.

4. Activation:

When buyers begin to narrow their choices, request more information, or visit show homes, data-driven insights help you identify high-intent leads. Use lead scoring to prioritise prospects based on their engagement and likelihood to convert, and tailor follow-up communications to move them closer to purchase.

5. Purchase & advocacy:

Post-sale, ongoing engagement—such as build progress updates or invitations to community events—help foster positivity and encourage referrals.

Use data to enhance customer service by anticipating needs and resolving issues proactively.

Post-sales insights inform your future strategies and targeting while testimonials and reviews help build trust and awareness among future buyers.

How Space & Time helps you harness data across the customer journey

At Space & Time, we combine expertise in media, technology, and AI to help you collect, analyse, and activate first-party data across the entire customer journey. Our consultative approach ensures your marketing strategy is custom-made for your business, delivering the right kind of growth at every stage.

We offer a range of solutions to help you make the most of your data. Ignition, our market-leading data transformation tool, seamlessly integrates and visualises data from multiple sources—helping you turn raw information into actionable insights. Our customer data platform (CDP) is another powerful way to centralise and utilise your first-party data, enabling you to build unified customer profiles and execute more effective marketing campaigns.

Combining first and third-party data:

To supercharge your campaigns, we can combine your first-party data with third-party data from trusted partners such as Amazon and Google. This approach helps you reach a wider, more diverse audience while maintaining the accuracy and relevance of your targeting. By blending both data types, you can extend your reach, improve campaign effectiveness, and maximise return on investment.

Partnering with Space & Time

By partnering with Space & Time, you gain access to a team with unrivalled expertise in media, technology, and property marketing. Our integrated approach ensures that your marketing is always connected, always effective, and always driving growth.

Ready to unlock the power of first-party data and transform your customer journey?  Contact Space & Time today to discover how our solutions—including Ignition—can help you find and nurture better customers at every stage.