National Apartment Flooring – “Rock Solid”
A provider of flooring services and solutions for the residential multi-unit property sector, National Apartment Flooring (“NAF”) sought a change in voice & tone for their client-facing sales materials. The sales packets the client sent were performing poorly and did not garner a desirable number of total conversions. We began by analyzing the messaging of the materials and comparing this to the needs of its targeted audience. The sales packets were sent to existing commercial property owners, many of whom owned residential buildings with aging carpet flooring. This precise “buyer persona” allowed us to evaluate and understand the individual perspectives of the client’s targeted leads. From there, we would be able to develop a messaging architecture that would best address and respond to their individual needs.