Telling homeowner stories with PropertyGuru

Client: PropertyGuru

Project Title: Look Forward to Home

BACKGROUND

PropertyGuru Group is Southeast Asia’s pioneering and most trusted property technology company. Revolutionising the property ads market, PropertyGuru took property search online and opened up a whole new realm of opportunities for the real estate industry.

BRIEF

PropertyGuru approached Click2View to create a series of inspiring homeowner stories for their latest campaign. Apart from being published on their main website, they also wanted to post short previews of these stories on their various social media accounts.

To own a home is a significant milestone in the lives of many Singaporeans, and the process of finding the right place is rife with difficulties — there are so many housing types, locations, budget ranges, facilities, and more to consider.

Through editorial content, this campaign aimed to bring out the struggles and joys that people face in their journey towards homeownership, and how PropertyGuru played a pivotal role in helping them choose where they now call home.

RESPONSE

We firmly believe that a house is only a home because of the stories it holds within its walls. With that in mind, we crafted each piece to be photo-driven with journalist-quality content coverage of the interviewees.

Each story was captured through an in-person interview with the homeowner.

Authenticity was the goal, and so conversation was allowed to flow freely. Only a few guiding questions were asked, such as the criteria they had in looking for a house, and how they ensured that the needs of the entire family were met with the house they chose.

While the interview was underway, we had a photographer onsite to capture the unique aspects of each home and the candid personality of the residents with an artist’s eye.

These interviews were then transformed into an editorial running between 500-800 words; long enough to divulge some detail about the lives of the interviewees, but short enough to sustain the attention of the reader.

Two different sets of social copy intended for Facebook and Instagram were also created for each story. They were published with the hashtags #HomesOfSG, #PGHomeStories, #LookForwardToHome at the same time the full article went live on the PropertyGuru website.

These social posts functioned as a teaser to the main article, giving PropertyGuru’s social media followers a sneak peak of the full story, as a means to drive traffic to the website.

You can read more of these stories here.

OUTCOME

PropertyGuru’s Look Forward to Home series was shortlisted for Marketing Magazine’s MARKies Awards 2020, under the category Most Creative – Customer Engagement.

The campaign was also a hit on PropertyGuru’s website and social media, demonstrating how the audience was intrigued by and connected to these stories. With the consistent publishing of posts regarding the homeowner stories on PropertyGuru’s social media pages, PropertyGuru’s weekly page engagement for Facebook also increased alongside their Instagram follower count.