Ealing Council
Alton Court

Case Study Details

Client

Ealing Council

Category

Sales & Marketing

Date

Ongoing

The Brief

The Housing Regeneration and Development team at Ealing Council required some specific sales and marketing advice to support their expanding development programme. The new build site which formed part of the Copley regeneration site comprised of 30 new build properties for sale (13 shared ownership and 17 open market sale).

 The Council was looking for support, skills and experience in:

  • Branding and Marketing: to create the development’s brand as well as the messaging to their target audience and to make the Broadway Living brand synonymous with good quality homes
  • Strategic planning: to align to their vision and mission. They needed an organisation that understood that this is the flagship development and was committed to the success of the scheme
  • Customer experience: a partner who understood the importance of the holistic customer journey experience and how this contributed to sales and customer satisfaction  
  • Outright sales and share ownership knowledge: expertise in affordability, eligibility criteria and advising prospective buyers
  • Developing collaborative partnerships: it was important the organisation could effectively liaise with the council’s internal and external stakeholders to meet their objectives.

What We Did

We created and implemented a sales and marketing strategy for the successful delivery of the sales units by carrying out the following:

  • Insight and research: understanding the Councils strategic objectives, analysing the local market, understanding the shared ownership policy and defining the target market
  • Sales and marketing strategy: built the Broadway Living brand, managed the creation of a sales and marketing suite and were influential in the design of the show flat and sales suite, ran campaigns (social media, online advertising, PPC campaigns, email campaigns, leaflet drop), built a database of prospects, designed a website, created marketing collateral, hosted launch events and raised awareness of the scheme through PR activities
  • Customer experience: handled all enquiries in a professional way, designated a sales executive to each prospective purchaser, carried out evening and weekend viewings, held open days, carried out customer journey training with colleagues from the council, carried out home demonstrations, implemented an occupation strategy and carried out customer surveys
  • Sales staff recruitment and training: recruited, trained and developed a sales team dedicated solely to Alton Court
  • Stakeholder management: attended meetings with key stakeholders and reported on KPIs, engaged with other providers of services including the appointed PR and marketing organisations, engaged with residents through a launch event and newsletter and supported the Council on any aspect of the development when required
  • Reporting and KPIs: provided regular reports to monitor performance against KPIs and ensure the Council met their objectives.

The Outcome

Our strategy to attract customers and meet the Council’s strategic objectives resulted in 100% of the shared ownership properties being sold off plan within two months of being released. But it’s not just what we achieved that is important but how we provided an excellent customer service. Our research shows us that our customers have rated the sales team as giving a 5-star service.

“I wouldn’t rate the service from BMAPG as very good. I’d rate it as excellent." Purchaser at Alton Court.

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Address

Croydon office, 4th Floor Davis House, 73-75 High Street, Croydon CR0 1QE

Contact Info

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