Phase 1: Positioning the Brand
Houwzer was struggling to explain their business model and communicate their value effectively to potential customers. They engaged Brolik to help identify their key audience segments and find brand positioning and messaging that would resonate with them.
Analyzing the Target Audience
Brolik started by digging deep into the target audience. Combining available market research data with a series of 1:1 interviews, we developed a qualitative and quantitative understanding of who the audience is and what makes them tick. We brought this understanding together with a detailed target audience analysis in order to help Houwzer pinpoint the key demographics of their most important customer segments, and build a deeper understanding of how they think.
Creating a Messaging Frameowrk
From there we developed brand messaging that spoke directly to their audience’s perspectives and pain points around home buying. This core messaging would form the foundation for all of our content and advertising moving forward.
Phase 2: Houwzer’s New Web Presence
With a deeper understanding of the audience and a new message to share with them, it was time to build Houwzer a new website that exemplified all of our learnings and embodied the new brand positioning.
Educating The Market
Through our target audience research, we found that many consumers simply didn’t understand how the real estate agent fees really worked. So, we created several “moments” on the website, like this slide calculator, to help educate them and show how much they could save with Houwzer.
Phase 3: A New Approach To Marketing
One thing that we realized about our audience was that people tend to buy homes at transition points in their life, like getting married, retiring, or having their first (or second!) kid. So, we developed a new marketing campaign based around these “Moments of Change,” with targeting and creative focused on reaching and engaging people who are at these transitional moments.
Building Awareness With Video
We also tested a variety of video ads for social campaigns, to introduce Houwzer to potential clients on social feeds, and continue to build awareness of Houwzer’s value propositions.
Customers Take The Spotlight
The clearest way to show the value that Houwzer delivered to customers was to tell their personal stories. So, we developed a process of meeting the new homeowners in their home to capture the story of their journey, and to capture high-quality photography of them and their family. We turned these into touching customer stories that showed the real human impact of Houwzer’s work.
Tyler Walton
Director of Growth Marketing, Houwzer
“Brolik is a top notch team. From the brand discovery to digital marketing, design, and strategy- they do it all with great organization and execution.”
Focusing on SEO
In addition to taking over paid advertising, Brolik launched into longer term organic initiatives like developing long-form content and improving Houwzer’s SEO foundations.
We developed a plan for a neighborhood guide series to draw customers in through organic search based on the type of research that they would do early in their home buying process.
Phase 4: Outdoor
Following the website and marketing relaunch, Brolik completed the overhaul of Houwzer’s full visual identity including bold new ‘for sale’ signs and Houwzer’s first billboard campaign.
Home Closings
Houwzer more than doubled their home sales in 2017 over the previous year, and followed it up with a funding round to fuel further expansion. Brolik supported their growth as a true partner should, continuing to push for growth in Philadelphia, while building out the roadmap for future growth into areas like Washington DC and Baltimore.
Tyler Walton
Director of Growth Marketing, Houwzer
“It can be really tough for an agency to integrate into a fast-moving company because they are not here every day and are working on limited hours every month. However, there is no doubt that everything is very well thought out with Brolik. They don’t miss things, and they are very detail oriented.”
