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Wavensmere Homes is a UK residential developer delivering regeneration-led housing schemes across several cities. Start & Scale ran its lead generation across three different development sites, covering content production, paid advertising, custom funnels and CRM automation, with investors and owner occupiers addressed as two separate audiences.
A developer selling into investors has a harder problem than one selling to owner occupiers. The buyer is comparing the scheme against every other asset they could put money into, and the decision turns on numbers and on whether the developer can actually deliver. Wavensmere needed both audiences at once, and they want completely different things from the same development.
Running several sites simultaneously compounds it. Each has its own investment case, its own location story and its own buyer, so a single national campaign would flatten those differences into something no local buyer recognises.
Start & Scale built the whole acquisition system rather than just the advertising: content production, paid campaigns, custom funnels and the CRM automation behind them. Creative was produced per development rather than per brand, beginning with Belgrave Village in April 2025 and expanding in December 2025 into Wolverhampton and Cheltenham campaigns delivered alongside an interview-format ad series.
Investor and owner occupier audiences were separated throughout. An investor is assessing yield, deliverability and the developer's track record. An owner occupier is buying a home. Running them through one funnel converts neither, so each got its own route from advert to enquiry.
A lead generation system running across three UK development sites, handling investors and owner occupiers in parallel, with content, advertising, funnels and CRM automation operating as one stack rather than as separate projects.
Building per development also means the system compounds. Each scheme leaves behind a structure the next site can be launched against, instead of starting from the brand every time.
How should a housebuilder market a development to investors?
Around the individual scheme, not the corporate brand, and separately from owner occupier messaging. Start & Scale ran Belgrave Village, Wolverhampton and Cheltenham as distinct campaigns for Wavensmere Homes, with investors and owner occupiers on their own funnels.
Why use interview-format ads for property investment?
Because investors discount polished developer advertising. A named person answering real questions carries credibility a branded film cannot, and it holds up under the repeat exposure a retargeting sequence demands.
