Family Car Deals was built to solve a clear commercial gap in the leasing market.

Working with Leasing Options, we identified a sharp drop-off in female lease customers aged 36 to 45. For every two men applying for a vehicle, only one woman applied. Yet research showed women play a central role in joint purchasing decisions.

Through surveys, focus groups and first-party data, we uncovered the problem: families, particularly women, felt patronised, overwhelmed by jargon and underserved by traditional leasing platforms.

Instead of tweaking messaging, we built a new brand from scratch.

The Strategy

Using Segmentation, Targeting and Positioning, we identified “families in transition” as a key audience. New babies, school changes and growing households. Customers needing safer, larger, more practical cars.

Research revealed clear priorities:

  • Transparency and trust

  • Plain English over jargon

  • Lifestyle relevance: boot space, ISOFIX, pushchairs, pets

  • Fair treatment and clear pricing

Keyword research reinforced the opportunity:
5,000+ family-specific keywords generating over 90,000 monthly searches across 170+ content themes.

The demand existed but the market wasn’t serving it properly.

What We Delivered

  • Brand & Positioning
    A new, family-first leasing brand designed to challenge industry bias and speak directly to real household needs.
  • Technical Foundation
    SEO-led site structure from day one, including schema, clean URLs, internal architecture and analytics integration
  • Content
    80+ pieces of content at launch covering family car types, buying guides and practical decision factors like ISOFIX compatibility and boot size.
  • Commercial Model
    Defined revenue pathways across referral leads, broker partnerships, affiliate income and advertising.

The Outcome

  • Page 1 rankings for high-intent family terms including “new family car deals”, “cars with big boots” and “best large family car”

  • 80+ indexed pages aligned to real customer demand

  • A differentiated challenger brand in a crowded leasing market

  • A new revenue stream for Leasing Options

Family Car Deals gave Leasing Options something competitors didn’t have:
A brand built around how families actually choose cars, not how the industry assumes they do.

Trusted By Leading Automotive Brands

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