Lend Lease Communities recognised the significant differences in the needs and expectations of their residential community consumers and prospects. They wanted to develop an effective means of segmenting their database in order to develop a more targeted approach to communication.
Marketability designed and delivered a unique psychographic segmentation approach called “Body & Soul” which combined the physical characteristics (geo-demographic & lifestyle) with the soul (psychological, motivation and behavioural) characteristics of the new home buyer market within their portfolio catchment areas.
Using proprietary techniques and processes we delivered a model that has been embedded throughout the organisation from senior management through to front line sales staff. As a result, Lend Lease housing estates have increased their sales rates through improved product and lot mix offerings and better targeting of the appropriate segments.