Challenge
Gleeson Homes builds quality, affordable homes for first-time buyers and key workers. During the Covid period, uncertainty and anxiety about buying a first home intensified. Existing messaging did not fully reflect the realities faced by these buyers or communicate in a way that felt empathetic, clear, and reassuring. Gleeson needed a digital messaging platform that felt authentic and credible, without over-polishing or sales language.
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Solution
Equator partnered with Gleeson Homes to develop a human, emotionally engaging messaging platform that complemented the broader brand work delivered by the lead creative agency. The focus was on real stories, real people, and real outcomes.
- Developed a clear messaging framework grounded in Gleeson’s no-frills, customer-first ethos
- Created short films featuring real Gleeson homeowners and key workers
- Produced written case studies that captured lived experiences and emotional benefits
- Focused storytelling on reassurance, affordability, and life progression
- Ensured content spoke at the audience’s level, building trust and relatability
Results
Strong emotional resonance with first-time buyers and key worker
Increased enquiries driven by improved relevance and trust
Improved sales performance through clearer, more authentic communication
Outcome
Gleeson Homes now has a digital messaging platform that truly reflects its values and audience. By centring real customers in the experience, the brand built deeper trust, increased engagement, and supported sales during a period of heightened uncertainty.