1. housebuilder may 2016 57
marketing techniques
M
akingasalemightseemlikethefinaljobfor
housebuilders,butitisanongoingprocess
thatbeginsevenbeforethefirstbrickislaid.
“Longbeforeanyconstructiongetsunderway,
projectionsofwhatisbeingplannedcanbepurveyed
throughartistimpressions.Oncedisplayedagoodquality
Buzzability
imagecancreateexcitementwhilstgainingsupportofthe
localcommunity;thisismostusefulwithregeneration-
typeprojects,”saysDarrenEburne,salesdirector,at
GlendiningSigns.“Largeformat,highqualitysignage
canbeinstalledtodemonstratewhatimprovementsare
comingoncetheplanningisapproved.”
In fact enabling the public to see what is happening
is key to success and Glendining Signs has been
working with the Rydon Group and the Kier Group to
make this happen, producing hoarding type signage
that incorporates viewing panels.The panels are set in
place so members of the public can safely look upon
the development as it takes shape.“It’s promoted a
good bond between the housebuilder and the
Continued on page 59
Housebuilders can tempt
buyers to their schemes
through signage, websites and more. Kevin Stanley talks to the marketing
companies that can help capture customer interest and secure sales
Continuous and subtle profiling across a variety of
platforms including blogs, social media, newspapers
and trade publications is important
ClassicFolios’portalincludesalltheinformationabuyerneedsabouttheirnewhome

2. housebuilder may 2016 59
marketing techniques
Continued from page 57
community,”says Eburne.“We’re working hard to ensure all sites are on brand,
advising on material choices along with the most economical production methods
and sizes of panels being used.”
Another important factor is marketing to the right target audience. Hints towards
a desired lifestyle can often be used to good effect.“The mention of restaurants,
bars and gyms along with other social activities might lend well to attracting
younger buyers seeking their first flat or apartment.With a development of family
homes the mention of quiet, safe locations, with access to good schools and local
shops may be influential,”explains Eburne.
easilyaccessiblematerial
Itisnolongergoodenoughtosimplygivepotentialcustomersbasicinformation
regardinglocationandfloorplans.Peoplenowwantin-depth,easily
accessiblematerialaboutfinishesandsystemsandinformationaboutthewider
Continued on page 61
Anthology offers an illustrated audio guide to its schemes
“Start your Story”with Anthology
The sales and marketing team at London developer Anthology London, with
support from communications agency Remarkable Content and creative
agency Greenspace, is changing the way that customers buy a new home,
the developer claims.The marketing journey looks to empower customers to
start their own story from their first website visit with an online‘Start your
Story’tool that tailors information to meet their expectations.
Anthologysaysitrecognisesthatthemodernbuyercareslittleforthesalesspiel.
“Theywantwhattheywantandtheywillturnoffimmediatelyiftheydon’tgetit.
Thismeansthattherewillbenocorporatebrochuresandnohardsell.”
Anthology’s first development, Anthology Deptford Foundry, is focused
on engaging with the customer as they make, possibly, the biggest buying
decision of their life.“Even before the customer visits the development, they
can explore the highlights of the area via the online neighbourhood tour.
This illustrated audio guide is a venture around Deptford helping to get a
real feel for the area,”Anthology explains.
Visitors can view a model to see how these new homes will fit into the
fabric of the local community.This includes a fully interactive digital version
of the development that customers can navigate around.
Once the customer has chosen their home, they will become“digitally
immersed”in it. After exchanging, they will receive their own personalised
“Story ofYou”.This will incorporate all of their lifestyle requirements. All
information in their story will be built around them and what they want
from the area in which they have chosen to plant roots.

3. housebuilder may 2016 61
marketing techniques
made high-profile Russian purchasers feel truly valued
by their housebuilder,”says Graydon.
A simple but effective, tried and tested, way of
generating interest is to use a big name brand.“At
Symphony we’re always striving to find new ways of
standing out from the crowd; whether this is
Continued on page 62
the traditional printed manual and our cloud based
portal, myHomefiles is an ideal way of ensuring the
ongoing value of customer satisfaction. For example,
translating a manual into their native tongue recently
Continued from page 59
community.Embracingnewtechnologiesisawayto
givethemthisinformationatthetouchofabutton.
ClassicFolios’marketleadingportal,myHomefiles,has
beendesignedtoenhancetheexperience.“Ourfocus
hasbeentoidentifyalltheinformationthatabuyer
requirestomakeadecisionandtoensurethatthe
processfromreservationthroughtocompletionisas
easyaspossible.Wecancapturecustomerinterestby
deliveringtheirrequirementsviaonlinefunctionality,”
saysDavidGraydon,ownerofClassicFolios.
overseas customers
A recent increase in overseas customers making
property portfolio purchases in the UK has seen
housebuilders seeking ways to develop stronger
customer relationships with purchasers for whom
English may not be their first language. Classic Folios
has been facilitating this by offering translated
versions of their bespoke home owner manuals
and innovative online consumer portal.“Customers
from outside the UK are buying homes and also
making high value portfolio investments. Utilising
Site hoardings for Artez Group,
a client of marketing communications
agency Peppermint Soda

4. 62 housebuilder may 2016
marketing techniques
Continued from page 61
launching new and innovative collections and ranges,
or offering simple, but fantastic customer service, and
this year is no different.We’re pleased to announce
the launch of the Laura Ashley Kitchen Collection,
which complements our ultra-contemporary Linear
by Symphony brand,”says Robert Newton, head of
marketing at Symphony Group.The Laura Ashley
Kitchen Collection can attract new house buyers as it
offers a brand name that is instantly recognisable and
offers consumers confidence that they are a buying a
high quality British-made kitchen.
variety of choice
Housebuilders can offer different designs and
upgrades in order to provide homebuyers a wide
variety of choice and styles. ”The improvements in the
market have led to housebuilders choosing to upgrade
the specifications on kitchens,”Newton continues.
“We work from designers and housebuilders from
the outset and discuss the look and specification that
a developer wants to achieve and then evaluate the
ranges and kitchen design options, such as drawers vs.
doors and the incorporation of finishing touches, such
as pull out wirework.We are seeing more of an uptake
on upgrades on both frontals and our extensive range
of finishes provides homebuyers with a full upgrade
selection.”
The property market is saturated so it is crucial to
for housebuilders to be seen. Continuous and subtle
profiling across a variety of platforms including blogs,
social media, newspapers and trade publications is
important if your company is to be successful.“People
are becoming ever more reliant on social media
for their daily news and therefore it’s increasingly
important to use a variety of social media platforms
to reach out to your target audience,”suggests Jean-
Philippe Glaskie, managing director, at marketing
communications agency Peppermint Soda.“Buying
a new home is an incredibly exciting milestone in
people’s lives, which means that they’re very likely
to talk about it on social media, making it a great
opportunity to engage with home owners and buyers
throughout the process. It can generate hugely
positive word-of-mouth feedback, turning buyers into
brand ambassadors and building strong relationships,
which could lead to future sales,”says Glaskie.
It is also worth remembering that for any business
there is always a combination of both good and bad
news regarding developments.Whilst it is important
to push positive messages into the media it is equally
important to carefully handle any negative press.
“It may be tempting to bury your head in the sand
when it comes to complications or hold-ups, but
being upfront and honest always pays off. People
respect open and transparent communication,”advises
Glaskie.
interaction with buyers
Marketing really does play an important role in the
process of selling houses. It can easily be overlooked
and often it may not be consciously noticed at all. But,
even subliminally, it influences buyers and shapes
their views of the house that they are buying and
also the housebuilder that built it. So do not forget
to interact with potential, and actual, customers at
every stage of the build, from development stages
right up to, and including, the after-sales process.
A housebuilder that gets involved with its local
community and really cares about its customers
is a housebuilder that will flourish and outlast its
competitors. hb
Anthology www.anthology.london
Classic Folios www.classicfolios.com
Glendining Signs www.glendining.co.uk
Peppermint Soda www.peppermintsoda.co.uk
Symphony Group www.symphony-group.co.uk
KEY CONTACTS
“Buying a new home
is an incredibly exciting
milestone in people’s
lives, which means that
they’re very likely to talk
about it on social media”
Jean-Philippe Glaskie, md,
Peppermint Soda
Glendining has worked with the Rydon Group to produce hoarding-type signage with viewing panels