Sekisui House is one of the world’s largest residential property development companies and has constructed over 2.38 million homes and apartments globally since 1960. Sekisui House is developing projects in Japan, Australia, Singapore, China and the United States. Sekisui House projects in Sydney were showing a number of cultural trends in their sales enquiries.
Our challenge was to provide research and insights that identify differences in buyer preferences and behaviours across Indian, Chinese, Korean and Anglo-Celtic communities.
Sekisui House appointed Red Elephant and Morgan Group to complete research, insights and strategies for four key buying markets for their Orchards Project, a master-planned medium density community in the Hills District of Sydney.
The research was to include quantitative and qualitative interviews with nine different types of buyers across Korean, Chinese, Indian and Anglo communities.
We were able to complete a segmented research and insights report used to build a strategy and execution for Sekisui House’s first culturally segmented marketing campaign and collateral in Australia with the Chinese community.