OLP RESEARCH INSIGHTS TARGET CUSTOMER PROFILE High-value homeowners investing in design, safety, and technology to elevate curb appeal and extend their outdoor living experience.
We partnered with LEK Consulting and Zonda on a national competitive research study to better understand today’s lighting customer and how to reach them. The findings reveal who our ideal homeowners are, what drives their decisions, and which messaging resonates most.
HIGH-VALUE HOMEOWNERS
MESSAGING: WHAT RESONATES
PREMIUM PRICE POINT
NEW CONSTRUCTION
RECENT MOVERS
LARGER HOMES
Research and campaign results show that aspirational imagery and transformational language drive the strongest performance. Use confident, premium language that reflects expertise, quality, and design excellence—avoiding overly technical or casual phrasing. •
Lead with transformation. Show lighting as a before-and-after reveal (e.g., “See your home in a new light”) with visuals that make the “after” unforgettable.
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Keep copy simple and premium. Use refined words like custom, architectural, beautiful, or crafted. Avoid jargon or technical detail.
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Balance beauty and safety. Pair aesthetics with reassurance (“Safe. Sound. Stunning.”) to connect emotion and practicality.
Safety & Security: Motion sensors, path lighting, and smart systems enhance protection.
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Use poetic nighttime phrasing. Terms like after dark, glow further, and evenings with ambiance feel inviting and upscale—avoid literal “at night.”
Technology: Programmable smart lighting creates year-round flexibility.
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Make headlines short and rhythmic. Three to four words work best—Dazzle After Dark, Feel Right at Home, See the Difference.
DECISION DRIVERS: WHAT MATTERS MOST (RTBs)
Custom Design: Lighting plans tailored to the customer’s vision with visuals before install (augmented by AI-powered visualizations) Expertise & Compliance: Professional design, safe installation, and adherence to standards. Quality, Convenience, and Appearance: Full-service model ensures beauty and peace of mind.
HOW THEY FIND US Web searches, customer reviews, and
47% word-of-mouth are the top discovery channels. Before-and-after imagery and project photos
43% are the most persuasive decision factors.
Social media continues to grow in influence,
36% especially for aspirational inspiration.
Regional Nuance •
Coastal: Lead with design prestige and visual sophistication—“Show your home in its best light.”
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Non-Coastal: Lead with safety, comfort, & value; “Lighting that makes your home safer and smarter.”