| Winner | Fletcher Living |
| Marketing initiative | Fletcher Living |
| Marketing partners | Sleeq |
| Finalists | New World |
| Judges’ comments | “An excellent example of marketing-led strategy, powered by martech. This is especially impressive, given the traditional and conservative category. The shift generated strong business results and will continue to do so in the long term. Congratulations on your win.” |
Personalisation cuts through
Homebuyers are overwhelmed with property choices, so Fletcher Living turned to technology to make content more relevant to individuals’ journeys.
Fletcher Living builds large-scale communities with quality housing that Kiwis can afford, and its main business objective is to sell a steady flow of homes across its 15 Auckland and Christchurch developments.
Its martech strategy (powered by Salesforce Marketing Cloud Personalisation) was based on three key insights:
- Not all leads are equal.
Fletcher Living’s sales team was handling a high volume of leads, but lacked a standardised way to evaluate lead quality or understand intent.
- Customers expect relevance and personalisation.
With increasing competition in the housing market, generic content was no longer effective.
- Time and resource limitations restricted marketing agility.
Manually creating weekly email content was very time consuming and risked inconsistencies.
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Real-time insights
Homebuyer journeys can be complex. People move between online and offline channels – browsing websites, visiting showhomes, engaging with EDMs – often over a long decision cycle.
Fletcher Living consolidated engagement signals from each lead to produce an ‘engagement score’, a predictive engagement model within multi-channel prospecting that aggregates behaviour across web, email and CRM touchpoints.
This score is linked to Salesforce, giving sales a real-time view of customer intent and interest, with detailed interaction history to guide conversations.
Fletcher Living also started ‘Friday Finds’: a personalised, auto-generated email based on each customer’s
profile – past listings viewed, saved preferences, location and behaviour.
This achieved two goals: reducing content creation time while ensuring customers receive the most relevant property recommendations.
This personalised approach now extends to Fletcher Living’s website, where it uses customer data to deliver unique homepage content, including location-specific promotions and calls to action tailored to their stage in
the journey.
Almost two in five leads now have an engagement score visible in Salesforce, and engaged contacts are twice as likely to result in a conditional sign up.
Meanwhile, Friday Finds reduced the marketing resource time spent on email content creation by 80% and increased total sessions to the website from the email channel by 30% (double the target of 15%).
It also increased the total leads from location of interest enquiries from the email channel by almost 79%, several times its 5% target.
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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