
Assemble Case Study: The Developer Leading the Build-to-Rent-to-Own Housing Space
Assemble is making waves in the housing solution space, introducing innovative ways to support Australians to achieve home ownership.
Their purchase pathway – known as build-to-rent-to-own (BTRTO) – enables aspiring homebuyers to rent a home first before deciding to buy, with the rent and purchase price of homes fixed for up to 5 years, with the opportunity to purchase any time in that period.
This allows residents to experience living in their home while they save a deposit, without the housing market racing away from them.
Objective
With multiple potential audiences, the campaign’s objective was to acquire leads from both the rental and purchaser categories, along with BTRTO.
It was critical to generate enquiry around the BTRTO concept, as this was the key unique selling point differentiating Assemble from other developments. We also needed to generate specific enquiry for their Kensington development at 15 Thompson Street, and later on their Brunswick development at 4 Ballarat Street.
Strategy
Our campaign targeted lead generation, with brand campaigns also running on Google and social for support. By focusing on optimising performance early in the campaign before scaling budget, we ensured we maximised both results and value – and we continued to fine tune throughout the campaign.
Data-backed decisions powered by testing
We used Google search to target high quality and relevant search terms around BTRTO, rental properties, and properties for sale in the key suburbs. We tested ad copy and landing pages throughout this process to optimise performance in all areas.
On social, we split tested a wide range of creative and copy combinations across different audience segments to find what worked best for each audience. Once the data highlighted the top performers, we turned off the rest of the creative options and funnelled budget to those creatives that were performing best.
In total we split test 36 ads across the campaign.
Doubling down on enquiry
We left no stone unturned when it came to finding leads; we managed remarketing campaigns across web visitors and enquiry lists, encouraging those who had shown interest to progress along their buying journey.
In addition, we ran supporting social lead generation campaigns to top up enquiry where required.
Results
A key measure of success was generating Google and social leads far below expected cost per lead (CPL) benchmarks, as a result of strong creative and messaging, well-designed landing pages, and split testing of targeting and ad versions.
By using a mix of targeting across BTRTO, rent and buy, we had the ability to maximise return on investment for the client. We reached an impressive on-site conversion rate of 15.6% (website leads) over a fortnight period at certain points of the campaign, and in one calendar month generated 556 paid leads.
The campaign continues to bring in results; as of writing, 4 Ballarat Street Brunswick is 60% allocated, and 15 Thompson Street Kensington is 70% allocated.
“Media Plus’ commitment to optimising performance at every step of a campaign is second to none. Their testing ensured high quality leads, and they were a pleasure to work with.”
– ASSEMBLE