This Land has won the Best Use of Research and Insights award at the 2021 Construction Marketing Awards.
Supported by the Chartered Institute of Marketing (CIM), the awards recognise marketing excellence across the built environment. The award recognised a research and insights project This Land commissioned marketing agency Fabrick to deliver. The research was to support a planning application for an ambitious new development and was designed to understand buyers thoughts, views and factors that influence purchasing. With the scheme deviating from the traditional in terms of layout, façade material, relationship with open space and road and parking, the research provided the team with valuable insights to help shape the scheme.
The research included a series of face-to-face focus groups which were delivered enabling dialogue with potential home buyers about these aspects of the proposed scheme. Armed with the research findings, a planning application has been submitted, based on consumer choice of materials and layout of the scheme. Insights into how to market the scheme and an understanding of terminology that home buyers like to hear has also been adopted.
The judges commented: “Good, well thought out programme to establish a strategy that overturned some previously held perceptions and allowed a campaign to target new areas – very tailored, very good!”
“It’s essential we understand what our prospective buyers want when it comes to buying a new house,” commented This Land’s acting Chief Executive David Lewis. “The research we undertook enabled us to ask questions and find out exactly what consumers look for in a new home and enable us to understand factors that affect decision making. With this information we are able to tailor our development to ensure we meet the needs of our communities. We’re delighted that our approach to using research and insights to understand our customers has been recognised with this award.”