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• Problem Definition: The lack of effective messaging to their target audience – new immigrants to Canada. Their current website focused only on listing houses and showcasing homes for sale. The team required content that could also address the specific needs of their audience and stand out from other realtors’ websites in the market.  I carried out research on user needs, SWOT analysis, competitive and current state analysis to figure out a solution.

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• Goals and Metrics: Worked with business owners to articulate the goals & metrics. 

  • Business Goals:

    • To generate and attain 500 new leads, every month, of people looking to buy and finance new homes within Canada by October 2021.

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• Metrics:

  • Users that received the offers

  • Number of users that responded to the offers by indicating interest

  • Leads Generated.

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• Research:  I carried out research on user needs. The research informed me of the following:

  • Insight into the real estate industry in Canada and key drivers of the market.

  • The major players in each market and the market share of each

  • The motivating factors for a home purchase.

  • The expectation of users when they interact with real estate digital media.

  • Overall statistics of the housing market and the trends for the next 5 years.

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• SWOT and competitive analysis:

  • Strength: The market segment and niche they focus on has a great opportunity and greater growth compared to other segments.

  • Weakness: The lack of appealing digital media presence across social media, web, and mobile was a major weakness for this realtor team.

  • Opportunity: Expand educational content into related services including insurance and home appraisal.

  • Threat: Emergence of more digital realtors in the Canadian market. 

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• Current State Analysis: 

  • Their current website focused only on listing houses and showcasing homes for sale.

  • It was the traditional realtor website theme that allows users to simply search for homes in the specified city.

  • Visual content was limited, and videos were non-existent. 

  • The written content was not focused, bland, and did not target the right audience.​​

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• Solution: I recommended content should focus on homeownership education, the process of building credit history and ins and outs of home financing. The content will be delivered in simple language, complimented with charts, infographics, and videos. For newcomers to Canada, access to these types of knowledge is key to making a decision on buying homes.