Impact by REHAU: how do you create connection and value with housing professionals?
Banking on an in-depth rather than opportunistic approach
REHAU, the manufacturer of profiles for PVC windows and doors, asked us to support them in creating a 360° approach aimed at housing professionals: housebuilders, architects, property developers and specifiers.
The objective? To create a strong, lasting connection with the targets by using marketing and communication to help them build their skills.
A clear positioning that paid off, going a long way towards helping REHAU achieve its sales and image objectives with demanding, hard-to-reach targets.
Convincing your targets among project owners and contractors
At the agency, this is a challenge we love working on, and one where we have built genuine expertise over the years.
Specifier targets (architects, single-family housebuilders, social housing landlords, design offices, quantity surveyors, contractors and sometimes even project owners) are essential in the housing and construction sectors (they open the doors to the famous CCTP specifications), but they are also the trickiest to address!
At the agency, this is a challenge we love working on, and one where we have built genuine expertise over the years. Our approach champions the idea that, to reach these targets, you need a narrative “free of navel-gazing” and to put yourself in their shoes. By adopting this mindset, you can calibrate a message and programmes that position brands as partners and, in doing so, create a lasting connection with their specification targets.
It was with this in mind that REHAU, the manufacturer of profiles for PVC windows and doors, asked us to support them in creating an approach aimed primarily at architects, property developers and design offices.
The “opportunistic / outbound” stance that works perfectly in classic BtoB approaches (on the back of an innovative new solution or a promotion, for example) simply does not work when addressing specification targets. Instead, you need an in-depth approach, built on a strong promise.
This “impact” is the one architects and design offices can/want to have on their project — technically, budget-wise, aesthetically and environmentally. As construction decision-makers, they are in a position to have a positive impact and build sustainable housing.
By proposing such a strong concept to the brand, we were keen to reflect its ambitions and the richness of its value promise.
For REHAU, this translated into a varied set of tools and content:
- A dedicated page (“Impacter avec REHAU”) on the brand's website setting out the pillars of the approach and presenting proof of its commitment (solutions, labels, etc.)
- A sustained content strategy hosted on the Impact blog (in-depth articles, interviews, cheat sheets, mini-magazines…)
- A premium specification box set available to order
- Brochures, magazines and white papers
- Digital touchpoints to connect the brand with its prospects
Consistency and continuity are key
To effectively nurture its relationship with its specification targets, REHAU also trusted us on one absolutely essential point: consistent, regular communication. In practical terms, this consistency was made possible by producing high-value-added content, each piece providing an opportunity to connect with the targets:
- Articles and interviews
- Themed mini-magazines
- Cheat sheets summarising the brand's take on topical issues
- White papers
- Newsletters
- Social media posts
Hosted on the blog of the Impact approach, this content was the subject of in-depth editorial work carried out in collaboration with REHAU's field teams. An essential step to make sure the topics covered match both the brand's sales objectives AND the real needs of its targets.
All this content extended well beyond the scope of the brand's website and supported the teams in the field, as part of a genuinely multi-channel approach.
And the results?
After more than a year of support, the verdict is clear-cut: REHAU's Impact approach is a success, delivering tangible results for the brand: meetings booked, leads, brand image, etc.
Regular communication has become part of everyday working habits, the field sales teams have made the tools their own, REHAU has cemented its leadership position and the brand has strengthened its bond with architects, notably by taking part in the Architect@Work trade show
The final word?
Call on a specialised agency!
Wondering how to put a truly effective specification strategy in place? Need advice on the best way to structure your approach to your targets, whether housebuilders or property developers? Want expert support in fine-tuning your brand narrative and rolling out a programme with guaranteed ROI?
Good news! You are in the right place: the Convergence agency specialises in these challenges on the housing and construction markets.
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Convergence has been able to adapt to our organisation and has become a genuine day-to-day support as a hyper-specialist in communication for the construction industry.
Maxime B. Communications, Marketing and Specification Manager
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