IMPACT
CBUS Property aspire to create one of the most sustainable property portfolios in Australia, systematically adopting environmental, social and ethical standards for the development and management of our buildings.
OVERVIEW
CBUS Property was seeking to profile the market for their Newmarket development in Sydney’s Eastern Suburbs, deep diving into sustainability initiatives and what sustainability means to the market.
Using THINK’S mixed methodology, we identified what customers understand about sustainability and housing; whether sustainability is a consideration in a customer’s decision-making process; what the value is of sustainability features and initiatives; what initiatives are the most influential to the housing purchase decision; how receptive the market is to sustainability messaging; and what impact does it have on sales and the CBUS Property brand.
Combined with quantitative analysis, THINK were able to segment the market to better understand home buyers’ property preferences and thoughts on sustainability initiatives. THINK identified 3 segments: Young Families, Young Couples/Singles and Investors as key to the Newmarket development. Segmenting the market allowed THINK to recommend a communication strategy, focusing on customer-led language that clearly articulated the benefits to the prospective home buyers, allowing for optimal uptake of sustainability initiatives.
THINK were ultimately able to determine what sustainability means to these segments, what sustainability initiatives they prefer, the best way to communicate sustainability to the market and what benefits the market sees from sustainable developments.
METHODOLOGY
Journey Mapping, Customer Profiling, Prototype Testing, Focus Groups, Sustainability Initiatives, Agile-reporting, Co-Creation, Go-to-market
