Scaling Prop Tech SME For Trade Sale Project: SmartNewHomes.com
Strategy • Digital • Branding • Demand Generation • Research • Website UX/UI • CRO
Problem
I was aggressively headhunted by the founder/owner to help scale a niche prop tech SME ready for a trade sale.
The task was clear, achieve a premium strategic price, transform the challenger brand from relative obscurity and generate sustainable core profitability.
Funding was a constant struggle and the ever present competition loomed large with much deeper pockets.
There was a need to be clever to boost traffic and grow revenue. Outsmart when outspent.
The game was on!
Insights
SmartNewHomes.com used its high traffic to provide leads to new-build property developers
"Virtuous Cycle" Business Model: More visitors (buyers) attract more house builders (clients), who then add more listings, further increasing the value of the platform for consumers.
The property portal comms context - all claiming similar ‘biggest’ things
Publishers needed to navigate rapidly declining print circulations and dwindling print advertising
Daily Mail (DMGT) made the first move by acquiring Primelocation
Solution
To own and become the “smart” property website
Creating a strong brand narrative and visual identity
Moving on from the blur of ‘who’s biggest’ to ‘who’s best’
Finding new ways to propel the brand into the public consciousness
Leveraging new strategic partnerships that added fuel to the growth engine
Powering searches on other established platforms to supercharge audience reach
By leveraging property data intelligence, SNH’s market trend analysis positioned the brand as an authority and a trusted destination in the national and regional press.
Leveraging Data Intelligence
Radio building top-of-mind awareness
A national six week consumer radio ad campaign scheduled during peak home-buying seasons. Budget friendly, high repetition, kept the brand top-of-mind.
B2B subscriber engagement
Trade ads aimed at key decision-makers in the industry to help ensure high value customer retention and attract new client acquisition.
3 month national TV campaign consisted of 15 second spots in all opening and closing credits of every Home and Property SKY programme, plus 5 second ‘ break bumpers’.
TV drive high growth & brand fame
Part of the brand-to-demand engine that gave unrivalled access to over 11 million adults and a minimum coverage of 75 hours per week.
Demonstrating tangible B2B value
Award winning brand reputation
Provided a stream of story worthy content and served as a "proof of concept" for investors, reducing perceived risk that led to better financing terms.
A series of press ads designed to build trust and authority in local communities and communicate all the reasons why it’s the smarter way to find a new home.
Building hyper local awareness
Generating moments that consumers wanted to share during the football World Cup resulted in exponential reach. The game had 22 million gameplays and counting.
Experiential campaign
