IN DEVELOPMENT
Using AI to help BlueScope map every prospect in Australia
BlueScope COLORBOND.ai
New COLORBOND steel roofs use approx. 20% recycled steel, but sourcing it through third parties is costly.
Fortunately, the solution is right in front of us (well, technically, above us), sitting on the ageing roofs of thousands (potentially millions) of Australian homes that could do with an upgrade.
To help BlueScope take advantage of this opportunity, the idea of COLORBOND.ai was born, a unique tool that uses AI to map all steel roofs in Australia to help identify and target new roof prospects.
First, we scan Google Maps using recognition AI to identify all roofs, then implement a training model to isolate steel roofs. We leverage the same training model to identify older steel roofs based on year-on-year Google Maps imagery – which allows us to focus only on ageing roofs.
We then use BlueScope-owned data to exclude COLORBOND steel roofs still within warranty, and cross-reference properties with ownership and rental data to determine interest and ability to afford.
What we’re left with is a rich data set of warm leads for a targeted acquisition campaign. We would then target prospects most likely to need a new steel roof with a DM pack that directs them to a hyper-personalised microsite and ‘Buy Back’ offer.
The microsite pulls in the customers address, a Google Street View image of their property and an estimate on the amount of steel sitting on their roof - all instantly generated by AI.
Residential homes are just the start. The program could also be extended to steel fences and garage doors with the addition of Google Street View data. And not to forget the substantial industrial warehouse market that blankets the outer suburbs.
Note: This idea is currently in the exploration stage for BlueScope, as they investigate the viability interally.