NYSERDA Multifamily Performance Program

Lead Generation Campaign

Challenge

Convincing multifamily building owners to incorporate energy efficiency upgrades into their capital improvement plans.

Energy efficiency is low on the priority list for owners of multifamily buildings—if it’s even there at all. NYSERDA challenged us to create a campaign that would not only generate awareness and interest in upgrades among building owners, but to convert that interest into a significant uptick in leads.

Strategy

Find out what makes building owners tick, and target it relentlessly.

General messaging based on features and incentives wasn’t doing enough to move the needle on upgrade projects. We decided to dig deeper to find where more meaningful connections could be made.

Solution

Create a smarter multifamily campaign—through primary research, full-service strategic planning, customized outreach and events, and ongoing testing and refinement.

  • Defining target audiences through primary research. Primary research identified two key “best-prospect” market segments: one interested in ROI, and another more focused on tech-savviness and sustainability.
  • Fully customizing creative. Using insights from research, we designed a sophisticated creative and messaging platform that qualified prospects through a brief survey, then served them with customized ad executions based on their responses.
  • Facilitating word-of-mouth through live events. Face-to-face interaction at NYSERDA-held Power Events helped prospects do their own vetting of contractors, while providing a direct channel for contractors to have in-depth sales conversations with leads.
  • Making success stories turnkey. A Building Celebration Event Kit consisting of invitation templates, posters and a one-page case study allowed building owners and NYSERDA Multifamily Partners to share project successes with potential renters and prospects.

Results

+300% new leads

50% conversion rate from live events

89% influence on qualified leads

+110% influence on qualified leads

+139% average microsite session duration

Let’s wake up your audience.

Low-engagement categories are our favorite type of challenge.
We’d love to talk about how we can drive awareness and action for you.

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