Challenge

How to become Europe’s first online vendor of newly built houses and how to communicate relevant information and keep customers involved through all steps of buying a house online. With Wunderman Thompson's support, the key to realizing BPD’s ambition lay in offering a 1:1 customer journey to reach their customers with relevant content at the right time.


Solution

In order to truly adapt to the customer’s need when they consider to buy a new-build house online, BPD needed to be very much involved. Setting up 1:1 customer journeys played key in this process.

Results

BPD became the first online vendor of newly built houses in Europe. Since the kick-off in March 2016, multiple houses are sold online (price range from €200.000 – €420.000). The mailings of BPD obtained an average open rate of 70% (an increase of 200%) and an average CTR of 30% (an increase 300%).
Together with Wunderman Thompson, we elevated BPD’s digital and email marketing to the next level. This enabled us to implement our customer contact strategy so that, as the first area developer in Europe, we can sell new-build houses online.

Erik van der Wal

Sr. E-Business Manager, BPD

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