Avant Homes
Delivering Avant Homes’ most successful campaign to date with bold new performance creative.
Client
Avant Homes
Industry
Property & Placemaking
Services
Advertising
Digital Marketing
Paid Search
Paid Social
Key Results:
41%
year-on-year reduction in Cost Per Enquiry
56%
year-on-year reduction in Cost Per Reservation
15%
uplift in Click Through Rate versus industry benchmarks
Challenge
Avant Homes is one of the UK’s leading homebuilders, known for delivering design-led new homes that balance quality, affordability and speed of move-in. With developments spanning Scotland, the North East, Yorkshire and the Midlands, Avant needed a new-year campaign that could work hard across multiple regions, audience types and stages of the buying journey.
The brief was clear and ambitious. Capitalise on the peak property search window from January to March. Increase brand awareness and value perception. Drive more enquiries and reservations per plot, while bringing down Cost Per Enquiry (CPE) and Cost Per Reservation (CPR).
And crucially, support Avant’s long-term strategy of increasing propensity towards first-time buyers, without alienating second-time movers.
This wasn’t about a single burst of awareness. It was about sustaining engagement from first scroll to final reservation and proving that strong creative, when paired with smart media buying, can deliver measurable commercial impact.
Approach
Working in close partnership with Avant’s media agency Space & Time, we led the new creative vision for Avant’s most ambitious integrated campaign to date. Our role spanned end-to-end creative direction and development, developing the overarching campaign concept, defining the creative territories and producing every asset needed to bring the idea to life across the full buyer funnel.
Together, we built a joined-up strategy that aligned audience insight, messaging and media mechanics, ensuring the right message landed in the right place at the right moment.
Using Mosaic audience segmentation, we focused on three key audience groups: renters and first-time buyers, families and up-sizers and down-sizers. Across these audiences, a shared frustration emerged – the compromises, uncertainty and hidden stress of buying second-hand homes. Chains. Repairs. Endless delays. Unwelcome surprises.
Our creative leaned into this tension and reframed the alternative. Buying new with Avant wasn’t just a practical choice, it was an emotional unlock. More certainty. More control. More headspace to focus on the life you want to build.
We structured the campaign messaging to flex by funnel stage:
- Brand awareness focused on emotional enablers such as stability, security, freedom from renting, while introducing the benefits of buying new
- Development awareness dialled up sales enablers like product benefits, offers and incentives designed to make a big decision feel easier.
- Activation messaging became hyper-relevant and local, using personalised and geo-targeted ads to drive plot consideration and conversion at the moment buyers were ready to move.
To bring the campaign to life visually, we produced a comprehensive suite of assets designed to work hard across all channels and regions, including:
- High-impact video and vertical story formats for YouTube, TikTok and Meta
- Display and Performance Max creative for scalable reach
- Retargeting assets for Demand Gen and Performance Max campaigns
- On-site signage and posters, website content and engaging organic social content to deliver a truly omnichannel experience.
Working with Space and Time, we implement a performance creative approach to intelligently scale, adapt and optimise our creative assets across multiple channels and placements. This allowed messaging to evolve in real time without ballooning production costs – keeping the creative fresh, relevant and relentlessly efficient.
Results
The campaign delivered exactly what it set out to do – and then some.
Key Results:
41%
year-on-year reduction in Cost Per Enquiry
56%
year-on-year reduction in Cost Per Reservation
15%
increase in Click Through Rate versus industry benchmarks
Beyond the numbers, the campaign successfully strengthened Avant’s brand presence during a critical and highly competitive buying window, sustained engagement throughout the customer journey and kick-started long-term growth among first-time buyers.
The work didn’t just perform, it gained industry recognition too, with the campaign shortlisted in two categories at the Prolific North Marketing Awards. Proof that when insight-led creative meets performance thinking, momentum follows.