Since the second quarter of 2022, the French real estate market has been shaken by a number of events: tightening regulations on “passoires thermiques” (= really poorly insulated acomodations), capped debt levels, quadrupling loan rates and inflation, to name but a few.
The market has been marked by a drop in transactions of -15% in 2023 compared with 2022. The number of purchases is not expected to increase in 2024.
Against this backdrop, Nexity, one of France's leading property developers, has to face up to this sluggish market. To do so, it was essential for them to improve their customer acquisition without increasing their costs.
Their challenge was significant: How to improve customer acquisition while decreasing customer acquisition costs?
Nexity has a voluminous customer base, but was unable to exploit it for its marketing (especially acquisition) strategies.
Nexity wanted to use its first party data to improve the targeting of its campaigns, and implement a common acquisition strategy across all the levers used (SEA, display, emailing, SMS, partner portal, etc.).
In this context, Nexity's Acquisition, CRM and Display teams needed to be autonomous in order to successfully segment their customer / lead data base and send their audiences to their marketing platforms, even though they had no technical skills.
The collaboration between DinMo and Nexity yielded measurable results, illustrating the potential of leveraging customer data to reduce customer acquisition costs. Here are some of the most significant outcomes:
-30 % off the cost of acquiring a qualified lead, on average, on all platforms
10+ new strategies tested and implemented
Pooling levers for better performance and personalization
Detailed results and methodology
DinMo provided Nexity with a tailored solution that helped overcome their challenges.
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