Taylor Wimpey

Taylor Wimpey are one of the largest and most well-known housebuilders in the UK. They have a strong regional presence across the country and completed the sale of around 15,000 new homes last year. The Government continues to support the strategic importance of home building with all indications suggesting that the residential construction sector will continue to be in growth for some time to come.

In an increasingly competitive category, grabbing the attention of potential new home buyers is a challenging dilemma for marketeers in this sector. Home buying is a complex emotional, functional and financial decision and one that does not come around very often. The average consumer moves home just 7 times in their lifetime and the average age of a first-time buyer in the UK is now 34 years. Being a top-of-mind and appealing brand for potential new home purchasers is clearly vital therefore to ensuring a heathy sales pipeline. It can be hard to demonstrate a direct and immediate Return on Investment from campaigns that seek to influence high level brand consideration.

We have been working intensively with Taylor Wimpey on a range of strategic and tactical projects since Spring 2020. In conjunction with a multi-channel ad campaign last Summer, Eureka designed a research tracker to assist in the measurement and evaluation of the investment. There were three phases of fieldwork broadly coinciding with the start, middle and conclusion of the campaign.

Careful consideration had to be given to the target audience for the research. Interviews were completed with ‘In Market’ adults across the broad demographic profile and regional footprint of most relevance to Taylor Wimpey. We also had to be mindful of capturing the views of consumers who already live in a new home property as logic says that this audience are likely to favour a new build construction in the future. In total, Eureka undertook over 1,200 surveys with this niche segment of potential buyers.