The client wished to target consumers (mainly young adults) for whom home ownership seemed an impossibility, usually because of a lack of a large enough home deposit. The core task was to encourage such consumers to apply anyway, as a finance solution was devised which allows them to overcome their deposit deficiency. We named this the Metricon “Home Ownership Initiative”.
Changes in market conditions have led to this offer being nuanced over time, and it is now expressed as “Just 5k gets you started”. The goal is always also to ensure Metricon is perceived as market leaders in the segment, and to generate substantial ongoing numbers of leads per week. Radio/Spotify, Youtube, social, in-store and online/google ad words were used to reach the younger first home buyers.
The new media channel mix since the start of July has resulted in an approximately 30% increase in leads compared to June and previous months, and at slightly lower cost.