Hillingdon Council
Packet Boat House

Case Study Details


Hillingdon Council


Sales & Marketing



The Brief

The Home Ownership Department at Hillingdon Council required specific sales and marketing advice to support the back-office functions to progress their expanding Shared Ownership programme.

As well as the back-office support, Hillingdon Council were also looking for a sales agent to market and sell the properties.

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

  • Sales: shared ownership
  • Branding and Marketing: For new/regenerated developments 
  • Mixed tenure management: across different homeownership products.
  • Assisting with setting up policy, process, procedure and legals. 

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: creating the sales and marketing strategy to be implemented for the successful delivery of the sales units. This included creation of marketing collateral, running campaigns on website portals, advertising on property websites (Rightmove and Sharetobuy), leaflet drops in the local area, email campaigns to a database of prospective purchasers and hosting a launch event.
  • 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 home demonstrations and carried out customer surveys.
  • Stakeholder management: used our knowledge and expertise on shared ownership to support the council, attended meetings with stakeholders acted as a liaison for legal and financial enquiries
  • Reporting and KPIs: provided regular reports to monitor performance against KPIs.

The Outcome

We reserved 18 of the 20 properties within the first 8 weeks of release.  Customer satisfaction was high with buyers about the service they received from BMAPG. Many commented how the service they had received was a lot better particularly when compared to local high street agents they had dealt with. Customers rated our engagement before the viewing as 5 out of 5 and the knowledge and helpfulness of the sales team during a viewing as 5 out of 5.

One client commented: “There is nothing that I can think of to make my experience any better. It has been a great pleasure in dealing with BMAPG and Greg Mainland. Thank you!”

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Croydon Office. 4th Floor, Davis House, Robert Street, Croydon, CR0 1QQ

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