Carlisle Homes: Redefining Knockdown Rebuild with strategic marketing and an innovative podcast.
The Backstory
Carlisle Homes is one of Victoria’s top five residential volume builders and HIA Australia's Most Professional Major Builder for 2023.
Backstory Co has been Carlisle’s marketing partner since 2021, working with the internal team on strategic marketing projects and overflow support. Backstory Co works closely with the Carlisle team on a range of marketing initiatives, leading many of their projects across market research, website development, customer testimonials, photography, videography and content creation, HIA and MBAV award submissions and brochure development (just to name a few).
Knocking down your existing home and rebuilding a new home has continued to grow in popularity over the past ten years, especially as land continues to become scarcer within inner-Melbourne suburbs. In response to this, Carlisle Homes engaged me to oversee and relaunch their KDR strategy, leveraging my 15+ years’ experience in the residential building industry.
What We Did
Knockdown Rebuild (KDR) segment desktop research
KDR relaunch strategy with podcast proposal
Podcast production and management including talent sourcing; episode planning, management and scheduling; episode scripting and show notes; launch strategy; content creation (video and photos); blog posts.
KDR information pack including 60+ page brochure (brief and copywriting)
Enhanced online user experience
KDR focused testimonials including client liaison, photography and videography of client's’ completed homes and editorial piece.
Our Approach
Following a thorough internal and external analysis of Carlisle’s environment, a series of communications and strategic business recommendations were presented to the marketing team to capitalise on identified market opportunities.
A formal podcast proposal was created and pitched to the business. The initiative (a first-of-its kind) aimed at educating a new generation of homeowners via an untapped marketing platform. Its focus on longevity, ease of production and wide reach across various channels made it a central component of the strategy. Backstory Co then facilitated the entire production process, from finding a production house to securing talent, planning content, and launching the podcast.
Results
The key deliverables of our partnership with Carlisle included:
Home Files Podcast Launch in 2022 – the first KDR podcast in the industry. Followed by a second season in 2023 (due to its success), focused on First Home Buyers.
Informative KDR information pack – 65+ page brochure including design brief and copywriting
Eight client focused testimonials featuring high-quality photography and videography and an editorial write up – enhancing trust and reputation in an overwhelming market
Significant increase in KDR site start allocations and build zone expansion in key locations.
We have an ongoing partnership with Carlisle Homes.