Time for change
In 2017 however, HomeSwapper had begun to face increasing competition from new entrants to the market and it became clear that some TLC for the brand was required for it to retain its market leading position.
us were called upon to deliver this.
Research indicated that HomeSwapper was still perceived as the leading product in the market and a new initiative was commissioned to reinvigorate the platform and win back market share through sales and marketing activity.
We identified some core challenges that our efforts would be required to overcome. Namely:
- The tenants themselves are a hugely varied group of customers, with some struggling to use some of the functions of the site due in part to a lack of digital literacy or limited English language abilities
- Negative sentiment was arising (very publicly) amongst swappers due to these frustrations
- HomeSwapper is priced at the premium end of the market and as such, the extra value for landlords of using HomeSwapper needed to be demonstrated