The Optiven Case study

Optiven is a real estate company founded over 20 years ago by Dr. George Wachuiri. The company’s vision is to economically and socially empower and transform the communities.

Company Facts (as of April 2022)

• Over 400 employees

• Over 2000 casual workers

• Empowered over 10,000 people to have homes

Marketing Analysis

Optiven succeeds in sales and marketing because they communicate effectively with their customers. They have done so by mastering these 3 areas

1. Understanding who they are selling to and what matters to them

Optiven clearly has 3 main personas they are selling to based on the kind of social media content they create.

• Kenyans in the diaspora

• Young couples

• Elderly couples

Once they have a clear idea on who they are selling to, they have identified the things that matter to these people. For example elderly couples are most likely looking to retire soon, they would like to have a place that is not noisy, with easy access to the facilities they need and perhaps a community of people.

Advice for small business owners: If you’re in a position where you do not know who you are selling to, then have a look at our list of questions that will help you understand your customer better. Other practical things you can do is, look at the people who follow you on social media and look at the things they like and the people they follow. You can also look at your competitors and get inspiration from how they do things.

If you are completely new and do not know where to start, check out the ChatGPT prompts to get some guidance on where to start.

ChatGPT prompts to get you started: Act as a professional in marketing (insert your product/service) in (insert your country and region) for people in (insert country and region). My (insert your products/service) business helps people to (insert 4-5 ways/reasons people use your product/service). Give me a list of 5 persona types that would be suitable for my business. Under each persona I would like to know their interest, habits. Lifestyle, 4 emotions/feelings people expect to have as a result of doing business with me.

Present this information in a table with 3 columns. The first with the person, the second with the habits, lifestyle and interests and the third with the feelings/emotions

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2. Position your product as a solution

Optiven sells a better future for the customers. Their promise is that investing with them is investing in a better future for yourself and those you love. It is also important to note that what Optiven sells, the better future, is something that matters to their customers.

Advice for small business owners: Realizing that people do not buy your product, but instead what it does for them, will save you time and money. You will no longer speak about what you do the same way, you will ask different questions and produce different type of content. If you are struggling to find out what your product/service does for your small business, check out a list we made for you to get you started.

ChatGPT prompts to get you started: Respond within the same prompt. Based on this information of the 5 personas, can you give me a list of 3 of the emotions/feelings that are most common to the 5 personas.

3. Creating content that aligns with your target audience

Now that the theory is out of the way, let's see how this play out practically for Optiven. Below is content by Optiven that speaks to the needs of the audience they are targeting.

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Advice for small business owners: Make sure your content positions your products/service as a solution to a problem that the people you serve have.

ChatGPT prompts to get you started: Respond within the same prompt. Focusing on emotion/feeling (select one of the outcomes from the list provided), what are some content ideas that I would create for Facebook, Instagram and TikTok for the 5 personas. Make sure the content ideas are practical for each of the platforms and most importantly they resonate with the personas' lifestyle, interest and habits. I would like every piece of content I create to be relevant and add value to them.

Areas of improvement

Optiven is doing a great job in communicating with their target audience. The two points mentioned below are simple additions that would improve digital marketing strategy.

1. Diving deeper on how they inspire the future and change on their Ads

Since Ads can be expensive, Optiven should make sure their ads also communicate the transformation, and they could do this by including customer testimonials. For example, if they are running ads for the diaspora, they could consider running a story of someone’s experience before and after Optiven.

2. Build trust by educating their customers

Trust is the foundation of any human relationship, especially when large amounts of money is involved. Optiven should consider being the company that people think about when they are considering to buy land by answering questions that people have on the subject.

Some of these questions include;

• How to invest in land while in the diaspora?

• Best places to invest in land for young couples, retired couples, young single, single parents?

• Questions you should ask before putting down a deposit?

In conclusion, Optiven is doing a great job at communicating with their audience. For those small businesses owners, this case study can inspire you to start thinking outside the box. Be curious about your customers and offer them as much value as possible in their partnership with you, this is how you differentiate yourself from the competition.

The most important thing every business owner should do to start seeing results from their marketing campaigns is

• Know who their audience is and what matters to them

• Positing your product as the solution

• Create content that matters to this audience

If you are struggling to define who your target audience is, book a call with us so we help you start growing your business.

You're one click away from your business growth