Case study · Corporate housing
From “nice rentals” to the HR manager's housing partner.
La Petite Maisons offers fully furnished, premium homes. The breakthrough was deciding exactly who buys them, and building every message around that one person.
Diagnosis
Who exactly is the ideal customer? Not “travelers.” One specific buyer.
Through strategic consulting, Jordan defined a wildly specific ideal customer: HR managers at industrial plants who need fully furnished, premium corporate housing for contract workers staying 6 to 12 months.
That buyer isn't booking a weekend away. They're solving a staffing problem, and they need a partner who makes them look good for choosing well.
Strategy
Speak to the HR manager's real goal: a rested, productive crew that stays.
The core insight: better housing for contract workers means a more productive crew and lower turnover. That turned housing from a cost line into a business case the HR manager can take to leadership.
The message and site were built around that buyer: the headaches of hotels and extended stays, homes that are fully furnished with utilities and Wi-Fi included, and flexible leases with HR billing options.
What we built
Ideal customer definition
HR managers at industrial plants placing contract workers for 6 to 12 months.
The business case
Better housing, more productive workers, lower turnover: a reason to choose them that matters to the HR manager.
Messaging
Copy that speaks to HR teams: “Give your team a place they actually want to stay.”
Site built for the buyer
A site and booking path organized around how an HR manager books housing for a crew.
The transformation
Not a product. A different business.
Where La Petite Maisons started, and where the work took it.
Premium homes, sold to everyone.
Unsure how to growNot getting the right leadsBranding that didn't match the quality of the homesSelling to everyone
The right buyer, every time.
- Clear growth direction
- Steady leads from plant HR managers
- Branding that finally matches their quality
- The customers they actually want
- Confidence
- Better positioning
- Easier sales
What changed
One buyer, one message, one clear reason to choose them.
La Petite Maisons now speaks directly to the person who signs the housing contract, with a business case that buyer cares about and a site organized around how they book.
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