The property market has experienced Brexit related turbulence; resulting in Taylor Wimpey needing increased footfall to their housing developments across the UK.
We were asked to go beyond traditional online conversion metrics such as site interactions like downloads, or phone calls, and instead were tasked with driving incremental footfall to 10 Taylor Wimpey developments. Crucially, we were tasked to then increase the dwell time on the actual developments themselves for the target audience, to demonstrate lead quality as well as quantity.
Working with Taylor Wimpey we identified audiences with a high propensity to move home in the near future. Targeting featured a variety of data metrics from geo-fencing, to duration of current address, life-stage analysis, and financial means/eligibility.
The solution would focus on leveraging Space & Time’s proprietary mobile-targeting technology – PrecisionM, developing a strategy for targeting these in-market ‘house mover’ audiences and could then accurately measure the footfall uplift.
To provide transparency to Taylor Wimpey and ensure reliable attribution and ROAS, the overall
in-market audience was split into two distinct groups;
- The exposed group who were shown the Taylor Wimpey ads
- The control group, who were not.
To monitor the analytics and provide insight, mobile devices were tracked and analysed to measure against the key KPIs of both footfall uplift and dwell time.