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COUNTRYSIDE HOMES | FIRST TIME BUYER HUB AT BEAULIEU
To support first time buyers in Essex, Countryside Homes launched the Hub at Beaulieu Square, Chelmsford, opened for two months in June and July 2024. This dedicated space offered expert guidance, financial advice, and information on available homes, creating an invaluable in-person experience for first time buyers. Located in a high-footfall retail unit, the Hub was strategically placed for easy access and visibility. It showcased one and two bedroom homes from Countryside Homes’ Essex developments, featuring financial support schemes like the 5% deposit contribution and Share & Save. A comprehensive multi-channel marketing campaign, including digital advertising, direct marketing and social media, helped drive engagement. Influencer Mel June Rose (@mel_junerose) boosted reach, with Instagram reels generating over 31,000 views. Sponsored Facebook content with Essex Live further increased visibility. The campaign generated 658 enquiries and led to 30 home sales. Initially planned for four weeks, the Hub’s popularity resulted in an extension to eight weeks.
PLUMLIFE HOMES | WORRALL STREET
Worrall Street in Salford is a flagship development for Plumlife Homes. Due to the scale, an early marketing campaign was required to build strong interest levels for an off-plan launch. The campaign centred on educating local people that beautiful homes can be affordable. We worked with BBC Interior Design Masters winner Lynsey Ford, who created a bespoke brand for the development and designed the show homes and communal areas. To align with our target audience and brand message, Lynsey used predominantly secondhand furniture, demonstrating that beautiful design can be affordable. We took a multi-faceted approach to target our campaign towards Salfordians. We communicated our campaign via highly targeted paid media adverts, strategic sponsorships, interior design collaborations, prominent signage and print publications. As a result, we have received 1,320 enquiries to date. When it came to our off-plan launch event, appointments were fully booked, with multiple reservations taken on the first day.
PEABODY | THE LUMIERE EDITION AT NEW MANSION SQUARE
In October 2024, the Lumiere Edition at New Mansion Square reimagined Peabody’s Battersea development with a bold marketing transformation aimed at first time buyers across London. New Mansion Square’s initial 2022 launch sold 100 of 136 homes by April 2024, leaving 36 one bedroom apartments unsold. Over the next six months, just one additional sale was achieved. The original campaign had succeeded with a broad audience, but shifting dynamics demanded a fresh approach. A creative rebrand introduced bold colourway visuals and the tagline “Feel the Power”, tying the development to Battersea’s energy. The Lumiere edition emphasised the natural light these south-facing homes received all day. Partnering with a local artist to create striking visuals and using current residents in the campaign bought in both locality and trust. With the new campaign in place, by March 2025, 33 homes had sold out of the 36, demonstrating this marketing campaign provided unparalleled results and success.
READERS’ AWARDS buyer
First Time Buyer August/September 2025 71
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