Resident vs Casper
What Konnecto identified
Gap identified: Resident is losing to Casper for consumers who are searching for information about mortgages
Consumers who are looking for ways to finance their new houses, are using search terms like “Mortgage Calculator” before visiting mortgage comparison and advice websites like Nerdwallet.com. These consumers continue their journey on Zillow.com to find new houses to rent/buy, followed by looking at different retail articles on websites like Sheknows.com, for home decoration ideas. Consumers finish their journey visiting furniture stores, and different mattresses companies such as Casper.com where some end up converting.
Recommendation: Behavioural targeting via Google Audience
Create a custom audience of consumers that are looking for information about mortgages, using unique keywords and domains from their online activity to increase brand awareness, user acquisition and to disrupt competitors.