LIFULL Co., Ltd. has achieved dramatic growth with its corporate message of “Making every LIFE FULL.” “LIFULL HOME’S,” one of Japan’s largest comprehensive real estate and housing information services, “LIFULL Nursing Care,” one of Japan’s largest search sites for nursing homes and nursing care facilities, and “LIFULL Regional Revitalization,” which revitalizes regions by utilizing vacant homes, etc. Since its establishment, we have continued to provide consumers with a variety of services related to daily life.
In 2017, the company name was changed from “NEXT” to “LIFULL,” and in 2018, he established “LIFULL STORIES,”
an owned media
to disseminate his own way of life and lifestyle to a diversifying society.
In this interview, we spoke to Mr. Daiki Hatakeyama (hereinafter referred to as Mr. Hatakeyama) and Mr. Hiromi Miyaura (hereinafter referred to as Mr. Miyaura) from the company’s creative division about the background behind starting up owned media, what they learned from running it, and their plans for future business development. We talked about this.
Our corporate message is “Make every LIFE FULL.”
Mr. Hatakeyama: Our company is a company that provides total services related to LIFE, such as housing and lifestyle.
In 2017, the company name changed from “NEXT” to “LIFULL.”
As our corporate message says, “Every life is FULL.”, our main business is to provide comprehensive services that are useful in the daily lives of all our customers.
Specifically, we operate “LIFULL HOME’S,” one of Japan’s largest comprehensive real estate and housing information services, “LIFULL Care”, one of Japan’s largest search sites for nursing homes and nursing care facilities, and “LIFULL HOME’S”, which promotes regional revitalization by utilizing vacant homes. We are developing multiple businesses such as “LIFULL Regional Revitalization”.
Basically, our main focus is on IT and digital services, but we also engage in offline activities.
For example, “LIFULL HOME’S” has counters set up in shopping malls and other locations that are easily accessible, and we also offer a service called “Home Counter” where you can actually consult with us.
Offline, we will deepen our relationships with customers, and online, we will create a convenient system that allows customers to view previews from the comfort of their own homes. A feature of our service is that anyone looking for a home can utilize our services both online and offline.
LIFULL STORIES is an owned media company that was launched to clarify what the company does and its significance in the world.
Mr. Hatakeyama: Marketing is a very important initiative for LIFE, a company that provides a total range of services related to customers’ lifestyles and lifestyles.
For example, at LIFULL HOME’S, the theme is not only to make it easy to find properties, but also to create the optimal conduit to connect customers and clients looking for a home.
Deeply understand the diversifying needs of various customers. Then, in the department that thinks about digital marketing and corporate branding strategies, each person in charge divides their roles and handles planning, production, public relations, etc. by analyzing the collected data and improving the site. By the way.
Our entire company is always thinking about creating a website that will allow our customers to feel the value of our services.
When launching the owned media “LIFULL STORIES”, the first thing I was thinking about was the “LIFULL” branding. There was an issue that we were not fully communicating to our customers what we were doing as a company. Therefore, in 2018, we launched “LIFULL STORIES” to discuss brand purpose (brand values and stance) and clarify our company’s significance in the world.
First, we will make our customers aware of the brand image of “the kind of company we want to be” through our own media called “LIFULL STORIES.” I started working on that issue.
In particular, we spent a lot of time thinking about how to position corporate branding, which has a completely different nature from products and services. Regarding the setting of so-called intermediate goals, indicators such as where to place KPIs and what to focus on are still issues.
From the abstract values of branding, how do we go through the PDCA cycle to achieve short-term goals? In addition, all production members are discussing how to incorporate the themes we want to convey into the owned media called “LIFULL STORIES,” while considering a balance so that the content does not become too niche. is. First of all, I think it is important for people to know what kind of company “LIFULL” is, so to do that, I would like to ask how many people can become aware of our company through the owned media “LIFULL STORIES”. We are also paying attention to how people came to see the “LIFULL STORIES” site.
In a recent survey, the corporate brand recognition rate of those who are aware of “LIFULL STORIES” increased by approximately 200% in terms of overall brand recognition rate. The overall intention to use the service among those who are aware of LIFULL STORIES increased by approximately 240%.
“LIFULL STORIES” itself is also experiencing steady growth in both organic and referral inflows. We would like to continue to use the results to set goals to grow LIFULL STORIES and increase brand recognition as a company.
It is more important that the content itself is attractive than detailed SEO techniques.
Mr. Hatakeyama: “LIFULL STORIES” has a clear goal of cultivating a brand image. Based on our company motto, “Altruism,” we believe it is important to communicate to our customers the idea that we want to “make every LIFE FULL.” This is LIFULL’s social raison d’être and behavioral principle.
“LIFULL STORIES” is based on the concept of “There’s nothing you have to do.” We publish over 100 pieces of content that lead to individual ways of living that are not bound by preconceptions and support them.
The focus is on interview articles about the LIFE stories of people who are challenging themselves to live their own way. Most recently, we have had entertainer Ryuchel-sama, Sotokoto editor-in-chief Sashide-sama, and actress Sahel Rose appear on the show.
The interview participants are mainly those who are currently attracting attention in the world, and those who are expected to receive attention in the future. We often have people appear on our show who have some sort of problem and are taking action to solve it.
As the name “LIFULL STORIES” suggests, the content follows each person’s life story. I would like to focus on interviews where people can discover what kind of lifestyle they have achieved as a result of taking a step forward amidst a wide variety of ways of living and living, and by following the flow of each person’s life. .
Additionally, our employees may appear in the articles. By verbalizing my thoughts in the interview, participants have been well received, with people saying that it gave them an opportunity to reevaluate the process of reaching their goals.
Mr. Miyaura: After launching “LIFULL STORIES,” he realized that when directing a site, it is more important to “make sure the content itself is attractive” and “have a solid core” than detailed SEO techniques. , I feel it again.
There was a great response from within the company, with an increasing number of suggestions such as, “We have people like this, so why not feature them as content?”
Even though we cover diverse values, we get a lot of response from content about sexual diversity, such as LGBTQ, and articles about people who live their lives regardless of their age.
We want to further increase brand recognition through “LIFULL STORIES”
Mr. Hatakeyama: As we launched “LIFULL STORIES” and promoted what “LIFULL” does as a company and what kind of ideas it has, we were able to connect with people who have different lifestyles and ways of thinking. I have a feeling that it has spread. In the future, I would like to carry out activities that will further deepen exchanges based on the connections we have made so far. For example, I would like to use interviews as a point of contact, such as planning an event inviting people who have appeared on “LIFULL STORIES,” and then develop a pattern that can be used for subsequent business. We are also considering activities to expand connections between people with various values, such as building a community within “LIFULL STORIES.”
I want to create a community where people can realize various possibilities when they feel troubled or challenged, such as not being able to take a step forward due to invisible pressure or existing concepts, and this can expand.
Furthermore, I think it would be interesting to collaborate with various companies that communicate through owned media, such as publishing mutual articles as part of collaborative projects with other industries.
As the brand value increases, the number of applicants who want to join the company will also increase. The company’s image will improve, and the number of shareholders who want to invest may increase as a result. Branding increases a company’s value in many ways.
Although we have not yet set up a recruitment pathway from “LIFULL STORIES,” we are considering posting content that will lead to branding in conjunction with recruiting staff regarding recruitment activities. For example, I would like to take on the challenge of creating content that people are interested in, such as writing articles about the experiences of young entrepreneurs in starting up a business, or creating a place where students can have discussions with company presidents.
Mr. Miyaura: In the future, we would like to further increase brand recognition through “LIFULL STORIES” so that a wide variety of people can learn about “LIFULL.” According to a user survey we recently conducted, we felt that there is still room for growth in awareness.
In order for “LIFULL STORIES” to be seen by more people, we will enrich the content and build an even more attractive site.
LIFULL Co., Ltd.
https://lifull.com/
A media that supports people who are stepping into a life that is uniquely their own, unfettered by established frameworks of living, with the theme of “There’s nothing you have to do.”
summary
In an era where companies’ attitudes are being closely watched, LIFULL Co., Ltd. has launched owned media that focuses on its own branding and continues to send out clear messages.
Always thinking from the customer’s perspective, I was struck by his words, “We want to support diverse lifestyles through owned media, which is the easiest way to convey our company’s efforts.”
I think the company’s branding efforts will be a great reference for companies that are starting up owned media or are struggling with growth strategies.