Executive Overview
'Your Perfect Life' (YPL) is a lifestyle-centric infotainment feature of the consumer facing real estate website of Royal LePage (www.royallepage.ca). YPL provides unique content that differs from the traditional listing search features of real estate websites.
YPL provides rich information about the people in your chosen area providing a combination of demographic information, social values survey results and consumer/media preference survey information. It also allows visitors to select desired/aspirational values for factors such as income, age, children etc. and allows them to discover areas in their city where people with such attributes tend to congregate.
The information presented relates to geography but is focused on people. Using the rich and comprehensive information from the Environics PRIZM dataset combined with census and neighbourhood data, YPL allows consumers to quickly customize and visualize complex data in an easily digestible format that is fresh and engaging. Simple graphics representing over 30 consumer segments are used to represent the type of social group prevalent in specific geographic areas, and/or which correspond to the selected lifestyle attributes selected by the user.
Please note that YPL is Canadian data centric and works best for users located in Canada. Geolocation information is pulled from the browser to best determine the users start location when the user accesses the main site: www.royallepage.ca
The following is a typical link to the live site for a Toronto based user: https://www.royallepage.ca/en/search/lifestyle/?lat=43.6379879&lng=-79.4185534&lang=en
Explore the areas that fit your lifestyle
As millennials flood the real-estate market, increasing numbers of young home-buyers are searching not just for the right house, but for the right neighbourhood. This inspired Royal LePage to design a new analytically-powered web application that refocused on lifestyle and cultural fit versus floor plans and square footage.
Data Driven Experience
After analyzing more 20,000 data points, Royal LePage segmented the market into 38 lifestyle archetypes - like “Shabby Chic” and “Busy In The Burbs” - that illustrated potential community qualities and guided users in their search for the perfect place to call home.
Interactive Lifestyle Explorer
Following a quick background check, users could submit their own data points such as family and occupational details, as well as aspirational qualities that further guided the results. Based on this data, the application served up an exploration of ideal neighbourhoods along with contact info for a local Royal LePage agent who could help them take the next step.
Metrics and Results
In the first week of its launch, “Your Perfect Life” received over 10,000 unique visits and drove a strong increase in sales leads generated via web. Royal LePage also benefitted from improved SEO and longer website visit times - as well as a 5% increase in overall brand awareness.
10,000
Unique visits within the first week of launch.5%
Increase in overall brand awareness