BoWonen sells at breakneck speed

Posted 17 July 2024

The success story of Dutch property developer Leonard Batenburg of BOwonen. In the challenging European property market, Leonard Batenburg, a relative newcomer and property developer and owner of BOwonen, managed to sell 155 new homes at an impressive speed. What is his secret?

Leonard: “As a property developer, I want to take responsibility”. ‘I owned two garden centres for years,’ Leonard (54) says. ‘We started with four employees and ended up with a 120. This experience sets me apart from other property developers; I have a different background and therefore understand the consumer very well.’

The shortage of starter homes is well known. As a property developer, I want to take responsibility for that. So, for Land van Essche in Strijen which is south of the Rotterdam metro-area, I looked for opportunities to offer affordable and fully-fledged homes to starter families. I succeeded and I am very proud of that. However, Land van Essche also includes more difficult-to-sell homes, such as flats or appartments and semi-detached houses. To make the project a success, I thought carefully about how to market it to each target group.

Land van Essche is a beautiful, green, and quiet neighbourhood with lots of space for children to play. It’s a place where you socialise with your neighbours and can have barbecues in the street. This story formed the basis of the marketing campaign.’

‘Report grades and metrics don’t interest me that much’, Leonard says. ‘Look, I am a generalist. I get a seven for everything (equiv. low A). That’s why I look for people around me who are specialists, who score a ten (equiv. high A) in their field. For the marketing campaign, I gathered a team of specialists around me. For the digital marketing campaigns, I chose Radyus Marketing Agency. Every week, we met with all parties involved. Radyus Marketing Agency owner, Boris Geheniau, joined us. Soon, the results of the campaign exceeded our expectations. During our meetings, Boris would enthousiastically say:

We have a click rate of 52%! Leonard, that’s really very good: that’s ten times more than normal!

‘But I remained calm, because quite honestly? Those figures don’t interest me that much. I am only curious about one thing: how many registrations do I have? And which housing types are lagging behind?

Regarding this, I placed a lot of value on Radyus’ advice, and I have continuously followed it.

Worth repeating ‘Radyus ran a campaigns backed-up with their InHouse AI-platform. They made a detailed AI-driven analysis of who signed up and through which marketing medium they came in. This data provided a good picture of those interested in Land van Essche’s real estate offerings. Based on accurate analyses, mailings, texts, ads, and the social media campaign were continuously fine-tuned. For instance, ads were only shown to people with a high probability of clicking. This data-driven approach is also a form of listening to your customers.

So, if you ask me how I look back on working with Radyus? Absolutely top-notch!

But I also thought the collaboration of our entire team was top-notch. This approach has given me so much confidence that I will carry it forward to my next project, Veerhaven in Hellevoetsluis. And I am pleased to say that Radyus will be assisting me as a specialist for that project as well.

‘Land van Essche real estate development project by BoWonen is located in ‘Strijen’, which is in the ‘Hoeksche Waard’ region of the Netherlands. It is an ambitious and sustainable development featuring 155 energy-neutral homes. The development includes a diverse range of properties such as apartments, terraced houses, semi-detached homes, and life-cycle-resistant homes, with 19 different housing types in total. This variety aims to cater to a wide range of residents, from starter families to those looking for more luxurious options.

Land van Essche is designed to be both environmentally friendly and adaptable to climate change, with all homes being gas-free and highly insulated, equipped with the latest technologies and materials to ensure comfort and sustainability. The development is set in a green and spacious environment, promoting a high quality of life with ample space for children to play and opportunities for community interaction.

Join the ranks of successful property developers like BoWonen who have seen incredible results with Radyus’ AI-driven marketing. Our strategies allow you to sell your properties faster, and more cost effective than ever. Don’t wait until competition takes over—contact Radyus today and see how we transform your next project into a triumph.