Customer-centric content strategy
Metricon Homes, Australia’s award-winning home builder operate in a highly competitive market and serve a broad customer base.
Established in 1976, Metricon design and build homes, develop land and sell house and land packages
In 2017 Metricon Homes was revealed as the nation’s number one residential builder for the second year running.
Already with a highly developed, feature-rich website, they wanted to reassess their audience segments to enhance their customer-centricity and develop a content strategy to engage these different segments in unique ways.
Review of existing market and customer research
Using in-depth consumer analysis, we began to build a picture of the broader market trends and used this as a quantitative base for the next phase of persona development
Acknowledging the existing product-led segmentation and involving the sales, service, operational and marketing teams; we led a workshop using our persona canvas to establish the core customer segments for all future marketing
Documented personas and high level content plan
A detailed report of the combined inputs from all teams alongside the insights from market research ensured a robust and actionable set of groupings that would be applicable across the business for the long term.