Innovative marketing campaign Oostenburg Amsterdam: a new blueprint for real estate marketing

A new approach to area marketing

In the center of Amsterdam, the new city district Oostenburg is rising with as many as 1,800 homes. To optimize the marketing strategy of property developers VORM and Steenwell, we commissioned Bureau Buhrs to conduct consumer research. The results were surprising: the message around the Oostenburg Island brand proved too diffuse, causing confusion in consumers’ search and purchase behavior. Based on these insights, we developed data-driven innovation and created a modern blueprint for the online customer journey in real estate marketing.

Trust as a basis for innovation

The cooperation between Fundament, Radyus, VORM and Steenwell is based on a shared vision of innovation. This confidence gave room for the integration of new methods and techniques that the real estate world had not seen before. An important step: focus on specific target groups, the red and blue lifestyles, who seek dynamism, adventure and vitality. These target groups were given a clear and recognizable proposition, designed in a new corporate identity. Important elements were the name change from Eiland Oostenburg to Oostenburg: Amsterdam Centrum and the creation of unity in all communication channels, with data as a fixed base.

SEO optimization through layered website structure

To better appeal to the target audience, we modified the text and imagery based on the research insights. We provided the website with a layered structure. This puts the website at the top of Google search results on relevant SEO terms such as “new construction Amsterdam” and “new construction Amsterdam apartment.

Meanwhile, Radyus developed a content strategy that perfectly captures the feeling of living on Oostenburg in the center of Amsterdam. With targeted online ads and inspiring video interviews with the neighborhood’s pioneers, potential buyers will get a good idea of the life and history of this new place to live. As a result, interested parties feel a direct connection to Oostenburg.

Fundament All Media’s layered website structure and Radyus’ effective online advertising strategy formed the basis for different campaigns for each sub-area of the project, from pre-sales to sales. As a result, consumers always see ads that match the stage they are at in their buying process. This way they stay well informed and can make decisions about Oostenburg, Amsterdam Center with confidence.

Revolutionary pricing and monthly cost calculator

But that wasn’t all. Together with VORM Sales and Finance, we introduced a new price calculator that works on the basis of monthly expenses instead of the total purchase price. This proved to be a gamechanger for potential buyers. Now they get a much clearer picture of the attractive monthly costs. Previously, €10,000 per m² was considered very high. But by communicating the monthly costs, the extremely low mortgage rates suddenly made purchasing an apartment in Oostenburg feasible for many.

Important role of social media and webinars

The rollout of our social media strategy and use of webinars played a key role in Oostenburg’s successful marketing. With a carefully crafted approach based on the “Think-Do” strategy, we synchronized the content with the different project phases. This provided continuous engagement with the target audience and helped build a strong community around the project.

Successful approach and results

This approach proved a success: the website and underlying project websites became an online authority on new construction in Amsterdam Center. The sign-ups and conversion rates showed that Oostenburg Amsterdam’s story struck exactly the right chord with the target audience, as the data had predicted.

Conclusion: a model for future development

Thanks to smart data analysis and a thoughtful content strategy, we have built a powerful marketing environment. By focusing on building connection and engagement with potential buyers, we gained valuable insights. with this, Oostenburg’s campaign has become a new blueprint for urban developments worldwide.