From Low Awareness to High Impact: A Real Estate Brand’s Journey
THE CHALLENGE
The real estate corporation was gearing up for a major re-launch, but struggled with low brand awareness, weak market differentiation, and limited relevance in the Philippine real estate sector. With competitors like DMCI, Ayala, and SMDC setting the pace, the client risked fading into the background.
What we did
Acumen partnered with the fintech brand to accomplish the following:
- Led a multi-layered discovery, combining external research with internal performance and customer data
- Identified critical gaps in execution, brand perception, and user experience
- Uncovered fragmented brand-building efforts across business units, leading to diluted messaging and inefficient investment
Impact
The brand's platform remains a cornerstone of its marketing efforts. Brand awareness and salience have risen sharply, with the brand emerging now as the #1 most recognized and preferred condo developer among local residential purchase intenders. Net sales increased and the client earned multiple awards in launch/relaunch, marketing transformation, and brand awareness.
