Female consumers (30-40) that are considering their options for their next home and are unfamiliar with the concept of 'rent to own', search YouTube for terms such as "How to rent to own homes", leading them to the video "How to find rent to own homes 2021". Following this interaction, consumers continue their search on Google for "how to rent to own a house" leading them to Thebalance.com to the article "What is rent-to-own? "and furtherly continue to read about the subject on Truila.com on the article "Rent to own homes: how it works". Finally, after conducting their research, consumers return to Google and search for terms such as "Rent to own house in New Jersey", as well as many other cities and states. These search results lead consumers to convert with Rent To Own Labs, which appears within the first Google searches, while Divvy does not.
Our platform raised two recommendations to increase brand awareness and user acquisition for this consumer segment.:
1. Display Ads: Target these consumers by using display ads on Thebalance.com, at times and on days when they are most active. (Saturday - Monday, 17:00-23:00).
2. Affiliate Partnership: Create or improve the existing partnership with Thebalance.com to create a dedicated article about the rent-to-own concept while incorporating your brand's offering to attract high-intent consumers researching the subject and considering rent-to-own, before they interact with competitors.
3. YouTube Advertising: Target this consumer group with YouTube display ads on relevant videos and channels such as Ask Rinde, at times and on days which they are most active (Saturday - Monday, 17:00-23:00; Tuesday - Thursday, 15:00-21:00)
4. Behavioral Targeting via Google Audience - Create a custom audience of consumers researching their options for their future home, who are new to the concept of rent-to-own, using unique keywords and domains from their online activity.