New Blue Ocean Strategy of Real Estate Sector
The Key to Turn Crisis Into Opportunities

Background
New Land, founded in 1977, specializes in real estate agency business. By adopting a customer-oriented businessmodel , New Land has been deeply rooted in the market as a long-established and well-known real estate brand withexcellent business performance in Taiwan.

January to Spring Festival has always been an off-season for real estate business, while Covid-19 has further hit onindustry, blurring the market synergy. The industry faces even greater challenge with lower pedestrian flow and dated
marketing strategies to cope with the coronavirus outbreak. New Land has no other decision but to reconstruct its
strategy to reduce loss and create new business opportunities.

Under an annual off-season and continuous impact of the pandemic, Vpon as a professional data analytics expert helps
brand to catch business opportunities in current complex market, as well as digitally transform and rebuild its business.

2

Challenge 1

1External•

A Signiﬁcant Reduc/on in Pedestrian FlowDiﬃcult to Master Customer Journey

Customers had lower intention to view property during off-season.
The housing market was significantly cooled under the outbreak ofCovid-19.

•Affected by the pandemic, people spent less time outdoors. This
posed difficulty for our client to locate and reach their customers.
Traditional marketing approach such as POP and flyers were nolonger effective.

3

Challenge 22Internal•

Poor Efficiency of Traditional Media
Fail to Monitor Marketing EffectivenessReal estate oBen decides the locaCon of markeCng exposure andﬂyers distribuCon based on traﬃc ﬂow. However, the brand alwaysﬁnds diﬃculty in selecCng the right spot and generaCng good result.

•PromoCons such as ﬂyers and outdoor billboards give no chance forbrand to monitor and evaluate its markeCng eﬀecCveness. Brand
cannot get to know the behaviour and proﬁle of their potenCal
audience.

4

Challenge

External

Internal

Housing market takes a Great Hit,
followed by continuous Economic Downturn5

HOWEVER, Good News Began to Light Up the Market

Fa c t o rs i n c l u d i n g

Yu n g C h i n g ’s 2 0 2 0 Q 2 S u r v e y f o u n d o u t

U S - C h i n a Tra d e Wa r, C o v i d - 1 9 …

63% of consumers believed

Trigger Shift of Production from China
and Returning Taiwan Businesses

Central Bank Reduces

Driving Profits in Housing Market

Interest Rate Simultaneously
Increases the Intention in viewing

Housing Prices will Drop under
the Covid-19 Pandemic.

a n d b u y i n g p ro p e r t yAdvantageous factors create room for Price Negotiation for Consumer,
which is also the Best Timing for real estate industry to Catch Market Opportunity!
6Objective and Strategy?

To Promote Brand and Bring Transactions
How to seize new business opportunities
under the prolonging pandemic?

Partnering with Vpon

to Master Locational and Online Data Insight
7and Drive Profitable Transactions through Digital Transformation

HOW TO DO?
Pain Point 1

Pain Point 2

External

Internal

A Significant Reduction in Pedestrian Flow
Difficult to Master Customer Journey

8Poor Efficiency of Traditional Media
Fail to Monitor Marketing Effectiveness

Solution 1

Solution 2

LocaHon-based Technique
TargeHng Core Audience

Online Behavioural InsightStrengthening Media
StrategySolu%on1

Location-based Targeting and Online Behavioural Insights

Location-based Technique
Targeting Core Audience

1-A
Solution
Solution 1

Precise LBS Data

Locking in audience living near to the property

2

Solution 2

Digital Footprint Tracking

Identifying potential TA around the property

Targeted Property

10

Leveraging Vpon’s accurate location-based technique to collectObserving user’s daily duration and digital footprints fromaudience’s pre-pandemic behavioural data within 3*3km ofpoint-to-point to determine whether the user works near totargeted locations. 。

the targeted property, and also to identify potential audienceengaging in cross-district and cross-county commuting.

1-A
Solution

Mastering Location-based Data
Locking Highly Potential Areas
Solution 3

Heatmap of People Flow

Take Marke/ng Reference on DenselyPopulated Areas
Through heatmap of offline people flow toaccurately identify densely populated areas asmarketing reference spot. Data can be crossexamined to categorize potential areas withactive human traffic and develop relationship• Observing distribution of people
flow in the area and marking
darker spots for future targeted addelivery such as POP and flyers.

11• Strengthening marketing on audience
withhigh
consumption
power
identified by integrating insights fromdifferent
property
projectsandconsumption data.

between people flow and property project for
improving future marketing plan.

1-B
SoluHonBreaking Geographical Barriers –Setting Potential TA with Property Features

Feature 1

Unit price falling
between NT$15-20M

Identifying New Contact Point
from Property Features
Finding audience group withdesire to purchaseFeature 2
Areas of Banquiao station andCircular Line becomes theirFirst-Purchase White Collar

first choice

Xinpu, Jangzicui
double living cycle

Feature 3
Green and riverside with
5700m waterfront
Life Function-Conscious

MRT Commuter
12Feature 4

Young Family

1-CSolution

Breaking Geographical Barriers –Leveraging Data to Identify Potential Audience

Vpon DMP
DigitalFootprints
App
DetecKon

Campaign
Interest

Vpon
Segments

Consumption
Behaviour

Location

Life
FunctionConsciousMRT
CommuterFirstPurchase
White Collar

YoungFamily

nsensiomidr
Othe terest,
（in）
iour…
behav

Potential
TA

Lookalike
Expansion

Lookalike
Expansion

Potential
TA
Potential
TA

Potential
TA

Potential
TA

Potential
TAAnalyzing other dimensions oft h e t a rg e t e d s e g m e n t s t oi d e n t i f y m o re p o t e n t i a l TA

Step 113Leveraging Vpon DMP to identify TA
through multidimensional analysis

Step 2 Lookalike expansion on potential TA

1-CSoluHon
Step 3打破區域限制 - 運⽤數據 挖掘興趣⼈群
Diverse Ad Delivery

Step 4 Expanding Platform Delivery
Mastering performance of targeted customers in each platform
to formulate strategies and maximize its effectiveness.

l Vpon ADNl Google Networkl Facebookl Yahool Others…
Adjusting ad content upon different TA to enhance campaign

Flexible cross-plaWorm applicaXon with network access byimpression and deliver the right message to the right audience

keywords to use data as the basis for subsequent
opXmizaXon.

14

1-DSolution

Integrating Positive Result and Rich Data Experience

Insights from Positive Results

Professional Data Experience

Stage-basis Ad Optimization

Vpon

accumulateslearning

andinsights from positive results throughmarketanalysis,

datacollection,integration and application.
15

Explore and analyze audiencebehaviour, interest and consumption
pattern from past potential property
purchaser

1OUTCOMESolution

Data Outcome

With continuous optimization of ad operation

reduces

35% CPL successfully
CPL Charge

16

3/5

3/15
3/25
4/4
4/14(Charge/RegistraKon
CPL(費⽤/完成註冊))
線性(CPL(費⽤/完成註冊))
Linear (CPL (Charge/Registration))

within 2 months of partnership

Phase I All Sold Out
Effectively improve overall sales performance!

6,000
5,000
4,000
3,000
2,000
1,000
0
2/24

Outstanding performance

4/24

Solution

2Online and Offline Behavioural Insightto Analyze Ad Benefit and Formulate Exclusive Strategy

Main Strategy
Real estate clients based on “traffic density” to determine the place for offline ad delivery in the past, which not only failed in evaluating ad
performance, but also faced challenges in selecting property location and poor campaign performance. Vpon helps client make use oflocation-based data to monitor ad performance and optimize marketing measures, as well as develop a better understanding of its
potential audience’s behaviour through cross-dimensional data analysis to sustain a long-term marketing strategy.

A18B

Cross-

Customized

dimensional

audience

application

segment

2-A
Monitoring Ad Performance through Location-based DataSolution
Target audience clicked through the ad
Analyze and observe audience proportion with actual visit at the property

TrackingAnalyze

Precisely targeting audience

Tracking audience whoObserve proportion of growth andwho have clicked on the property ad

have visited the property

focuses data analysis on audience
who have visited the property

19

Optimizing
Ad
Strategy
byIn-depth
Analysison2-A
Solution
Audience Who Visited the Property Site

By tracking audience who visited theproperty site and integrating otherdata dimensions (such as online
behaviour, digital footprints etc.) inVpon DMP to dig out audience profile,
expand audience pool in new contactpoint,

aswellasadjustfuturemarketing content and strategies.
20

FutureCooperation
onDifferent
Property
Projects
2-B
Solution
Customize Exclusive Audience Segments
Size
According to ad category which audience clicked
through,audience

aresegmented

upon

dimensions including interest, preference andconsumption power, and develop exclusive

Frequent
Traveller
Price
White Collar

package of cross-media strategies. For example,
it is found after analysis that audience whoclicked on ad of property over 20M showinterest in travelling and finance. Future

Business &Financemarketing direction can relate to these areas inorder to enhance the popularity of new
property projects.

2OUTCOME
Solution

Mastering Strategic Arrangement with Data

Precisely mastering online and offline data to comprehend consumer’s needs

A22

B

=

RecapMastering the Pulse of Data
Becoming the Lead of the Industry

Grasp Business Opportunities through Digital Transformation
under Covid-19 Pandemic
Mastering the Pulse of Data Becoming the Lead of the Industry

Mastering LBS data toTo comprehend consumer

Grasping district withoptimize ad performance

beahaviour by leveraging

high offline traffic toand support digital

data insight; identify

expand potential

transformation

potential audience frombusiness opportunities

new contact points

for clients24For publishers
partnership@vpon.com
For clientssales.hk@vpon.com
For collaborations
marketing@vpon.com
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