Create a campaign that sells more houses for Stadgenoot.
We didn't have a great point of difference to other companies in Amsterdam. We had to create a benefit where there was not one before.
Everyone has a friend who is looking for a house. Tip a friend about a house from Stadgenoot via Facebook, if they decide to buy, then the tipper would receive € 2.500. In other words, your friend becomes the real-estate agent. We created a facebook campaign and two films to promote this.
We called this "Stadgenoot Vriendendient".
Promote Stadgenoot's special promotion. If you buy a house that is V.O.N (vrij op naam), you get roughly 7% discount on your new house.
There are a lot extra costs involved in buying a house which are huge barriers for first time buyers. The V.O.N offer suddenly breaks down one of these barriers and allows people who didn't have the capital yesterday, to buy property today.
"Your own house is closer than you think." We had young people literally bumping into the billboards. These made for funny visuals, but also dramatised out promise.