Peab
The MVG-MRACE® model streamlines Peab’s activity with agile marketing that combines campaign-style advertising across channels with the creation of a seamless digital buying journey.
From plan to a full execution
Peab is one of the largest construction companies in the Nordics. Its motto, “Done right the first time,” means every action must ensure customers and partners succeed in their own goals and dreams. Peab expected the same from its new digital marketing partner when it chose SDM a few years ago.
The collaboration began with strategy work that included keyword research, a website audit, competitor benchmarking and buyer-persona definition. Channel-specific plans were then drawn up; SDM now handles day-to-day execution. Progress and goal attainment are tracked transparently in regular meetings and shared communication channels that follow an agile project-management model.
Peab as a company
Business areas: construction, housing, commercial premises, paving, aggregates & concrete, cranes
Turnover: €5.9 billion; shares listed on Nasdaq Stockholm
Employees: 15,000 in the Nordics, of whom 2,000+ are in Finland
We wanted a reliable partner able to run our digital marketing as a whole. Competitive pricing, a clear service model and, in the long term, cost-effective results were decisive—and that requires local insight and effective ad targeting in our field.
Simo Saarinen
Head of Sales & Marketing, Peab Housing Business
Services produced
Results
SDM’s approach works in a hectic market
Digital-marketing cooperation focuses chiefly on speeding up apartment sales via MVG-MRACE model. Alongside tactical work, SDM’s expert team monitors the numbers and reports insights to Peab. Ads stay fresh; underperformers are trimmed and winners scaled. The model keeps everyone speaking the same language and working toward shared goals across channels.
Long-term brand building and strategy underpin the always-on marketing. In addition to tightly targeted campaigns, digital marketing constructs a unified purchase path and shows why buyers should choose Peab among many alternatives.
SDM delivers exactly what they promise and brings ideas that scale. The cooperation is easy and effective.
Simo Saarinen
Head of Sales & Marketing, Peab Housing Business
Summary
Peab needed a full-service digital-marketing partner that could drive its sales goals. Despite a hectic sector and market conditions, MRACE®-driven marketing has delivered results and the right direction through constant testing, optimization and quick reactions.
Data strengthens channel use, for example, tighter SEO × Google Ads synergy improves overall results. Budgets are shifted nimbly to the highest-return actions.
Open, direct communication lets us challenge each other and sharpen results. Peab can have many properties for sale in different locations, each needing its own angle. We must understand the audience and speak to them in the right channels. Buyer personas, market insight and a culture of experimentation are central to developing Peab’s marketing, and have worked from day one.
Tiia Koskelo
Chief Services Officer, SDM