Gap identified
Consumers with a financial hurdle (Mainly females, 27-39) searching for their first home are worried that they won't be approved for a traditional mortgage due to bad credit score. These consumers search Google for terms such as" buy a house without a mortgage", leading them to read discussions about the chances of getting a house without a mortgage on r/RealEstate subreddit. These consumers continue their journey by searching Google for terms such as "What best rent vs buy", leading them to Realsimple.com to review articles such as "Do You Really Need That 20% Down Payment on a House?" and "Is It Better to Rent or Buy a Home?". Consumers end their journey converting with Roofstock after being redirected to their website by clicking a display ad that appeared when reading the articles.
Our recommendations
Our platform raised two recommendations to increase brand awareness and user acquisition for this consumer segment.
- Display Ads: Target these consumers by using display ads on Realsimple.com, at times and on days when they are most active. (Tuesday - Thursday, 14:00-16:00).
- Reddit Advertising: Target this consumer group with Reddit advertising in the subreddit r/RealEstate and additional related subreddits, at times and on days when they are most active (Saturday - Monday 17:00-23:00)