Manchester Arndale
The Omnichannel Strategy Powering Arndale’s Highest Awareness Yet
- 57% content recognition
- 46% exposure
Native Land has been bringing forward high-quality, versatile developments since 2003. Over 20 years, they’ve built up the necessary skills and relationships to unlock potential in the most vibrant neighbourhoods of London and cities around the UK.
Increased demand from markets including the US, Singapore and France revealed a strong opportunity to extend activity beyond the UK and unlock international growth.
The challenge? Property isn’t a one-size-fits-all market.
Each country has its own dynamics, driven by local buyer behaviours, economic context and levels of market maturity. While the UK benefits from established insight and proven performance patterns, international expansion required us to navigate unknowns around audience intent, demand signals and conversion behaviour.
We tested a mix of audience types, including AI-driven audiences, third-party data & contextual targeting to see how each performed compared to the UK benchmark. This gave the flexibility to explore different signals of intent and identify which approaches were more effective in each market.
By continuously reviewing performance and optimising towards the stronger audience segments, we were able to refine our targeting strategy over time. This helped reduce inefficiencies, improve engagement, and build a clearer understanding of how each market responds, despite the initial lack of local insight.
While conversion’s performance are still stronger in the UK, international markets also demonstrated a big interaction and interest in the property market in the UK.
Running different campaigns across USA, France & Asia led to achieved an increase in the traffic performance alongside the engagement.
There is a clear trend across both UK and international markets with similar household income ranges driving engagement with the campaigns.
While the UK audience showed a higher level of interaction from male users, international markets were more driven by female users. However, the majority of engagement came from users within the same age group.
While in the UK, most of the traffic came from AI-driven audiences based on apartments and flats & HNWI, Investing & real estate . Most of the conversions registered under the prospecting activities were attributed to AI-driven Apartments & Flats, Investment, Business Travellers & HNWI.
Campaigns showed a bigger interest coming from the top competing audiences such as Investment, Luxury Real Estate, HNWI & Business Travellers in traffic while most of the conversions were recorder in Luxury Real Estate & overall Real Estate.
Space & Time are always looking for ways to improve the value they provide, regularly refining their reporting to ensure it is both relevant and actionable. Their reports present meaningful metrics in a clear and accessible way, allowing us to maximise the impact of our marketing campaigns.
Native Land
