Background

Loft's target audience has traditionally been high-income, class A individuals. With the new Marketplace strategy, the company expanded its range of real estate values, which attracted a more diverse audience. However, we still don't know this new demographic group, so it is necessary to know their needs, motivations and behaviors to create a suitable approach for this varied audience.

Methodology

When thinking about what we wanted to discover and how we could do this, we realized that it would be necessary to investigate 3 types of User classes: People who scheduled a visit to a property, People who purchased a property. The research methods used were: Data Analysis, Journey Mapping, Co-creation Dynamics, Stakeholder Interview, Indepth Interview and Survey.

Outcomes

The research, supported by the automation of information collection by the Data Science team, quickly identified a new target audience: the middle class. New features were developed based on these insights, including a Financing Calculator. This tool was essential in "making tangible" people's dreams of using their life savings to buy a property. After integrating the financing calculator, we observed a substantial increase in the financing rate, which positively influenced the volume of middle-class property transactions.

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