CASE STUDY
BUILDING BLOCKS (BBG)
A 'plot selling' company was re-modeled as a 'Land Investment' company. The Re-positioning of the Business Model and Brand won Customer's Trust and gained 500% GROWTH.
BUSINESS REMODELED | BRAND RE-POSITIONING | BRAND DESIGN & CAMPAIGN
Brand Overview
Building Blocks group is a Plot Selling company selling Smaller Plots to Lower middle class customers as future township Homes in developing areas located at outskirts of the main city. The new positioning and its brand communication a more trust-worthy imagery for all its sales representatives. Marketing of plots became much simpler and easier for converting clients as customers and as referral providers. The chain of customers continued reaping huge top line and bottom line growth for the company
Building blocks was loosing its customer's trust as a plot selling company. It needs something beyond creative innovation.
Building Blocks group is a Plot Selling company selling Smaller Plots to Lower middle class customers as future township Homes in developing areas located at outskirts of the main city. This business model was followed by many developers as competition. But the business model started facing serious trust issues when a few Plot Selling companies did fraud duping thousands of customers.
The biggest challenge for the brand was to gain the trust of the customers and reflect itself as a more serious and trust-worthy company. The term ‘plot selling’ had its challenges and it would have continued to be risky business title to own.
The company needed had approached multiple top ranking advertising agencies to tackle the problem, but the solutions offered were typical advertising gimmicks of re-branding and celebrity endorsement. The promoters of the company were still seeking a more sustainable trust-building idea.
The Business was re-modeled and the company was positioned as India's first 'Land Investment Company'.
The search for answers started with a one-on-one interaction with the company management, its business heads and its sales team. Then, we attended several BBG Sites Sales office and interacted with end Customers trying to understand their perception and need behind these plot purchases.
After 2 months of research, study and analysis we derived to the conclusion that every Customer was seeking a ‘Small Investment Opportunity’ which could help them cover ‘Future Family Investments’. These investments included future large expenses like Kids Education, Wedding Expenses, Purchase of a new home, Retirement etc. They were trying to explore how they could invest for future homes and if that future home can also become a financial security for emergencies.
The middle class and lower middle class in Andhra and Telangana states, always saw ‘Gold’ as the best Small Investment option. Unaware that a ‘Small Piece of Land’ (a Plot) can also be treated as a more viable Small Investment option.
We re-modeled BBG Business and our Marketing pitch to sell ‘Land’ as the wisest ‘Small Investment Opportunity’ compared to Gold; which has not seen any real appreciation in past years. ‘Land’ has always been a much bigger multiplier as its valuation keeps rising everyday due to its rising human need.
BBG was pitched as a 'Land Investment' Company. A unique idea which helped them win Customer's Trust. The business grew 500% over the last 2 years.
Building Blocks biggest challenge was to continue doing the same business but stand apart from the Fraud Companies dealing in the same. The Land Investment pitch made BBG stand up as a more serious financial investment company. This brought customer’s trust in the investments they were making for their future financial needs.
The new positioning and its brand communication had now provided newer weapons and a more trust-worthy imagery for all its sales representatives. Selling became much simpler and easier for converting clients as customers and as referral providers. The chain of customers continued reaping huge top line and bottom line growth for the company,
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