Lendlease

Helping build customer engagement for Australia’s largest construction group

Digital ideograms Concept

Challenge

Lendlease is one of the worlds largest property and infrastructure groups with core expertise in shaping cities and creating strong and connected communities.

In a complex housing market, with strong competition, Lendlease needed to increase the online visibility of their property portfolio, and guide their prospective customers through a long, and highly involved decision making process.

As long standing partners, Lendlease came to GrowthOps with a brief looking to improve the way they engage their customers online through content and their web assets. Specific attention was required around: developing a content strategy that would nurture their audience through the user journey, and optimising their web assets for organic search.
Major motorway in Sydney city goring through North Sydney to the Sydney Harbour bridge seen from above with skyline of high-rise towers and city architecture.
Sydney NSW Australia, May 19, 2013: Sydney Kronos Hill Lookout Park life. Green grass. Lady jogging, people relaxing in the sun and people hiking up the hill.

Idea

Working with Lendlease to understand their key audiences, we established a clear strategy focused on supporting customers through the user journey.

Our team worked on defining the business goal and key marketing steps needed to achieve them. Reviewing audience research and persona analysis to define key messages, aligning them with the customer journey. Production of key content required to effectively bring to life key messages and engage their audience. Technical, targeting and off site analysis of SEO performance with recommendations for optimisation.

Our strategy focused on four key pillars for content production, including: Area, Community Vision, Education and Product using production formats including video, copy, photography, social posts and EDMs. All produced in house by GrowthOps. Content pieces included:

– Sales team introduction / FAQ videos.
– A new home building timeline.
– New home buyer FAQs.
– Customer testimonial videos.
– Home design and lifestyle tips.

Outcome

Our approach smashed expectations, with client partners delighted with the quality of our strategic work. More importantly, we successfully engaged potential customers at key points in the user journey and delivered outstanding business results, with 78% growth in leads coming through digital channels; 15% coming from organic search alone.

+32%%

YoY Growth In Traffic

+78%%

Digital Lead Growth

+15%%

YoY From Organic Search