A VOICE THAT WELCOMES YOU HOME

The Client

Thirteen Group is a landlord and developer, providing homes for rent and sale in the North East of England. It manages 34,000 properties across North Tyneside, York and Teesside.

Challenge

Landlord and property developer Thirteen Group was struggling to engage with audiences and gain market share, despite managing and owning more than 34,000 properties across North Tyneside, York and Teesside.

The organisation was in the throes of launching a private residential sales company and needed a new, stand out identity. A voice that resonated. A brand strategy that would differentiate it from the highly competitive residential property market and position it as the industry leader it is.

LAYING THE FOUNDATIONS

Our strategy started by really getting under the skin of the customer. By commissioning independent research and surveys, we were able to understand who they were, what motivated them and fundamentally, what they were looking for when buying a new property.

This deep dive into the target audiences allowed us to get a clear picture of the type of company that customers wanted to interact with and how and when information should be communicated.

Our research also highlighted that customers wanted to live in communities, not just well kitted out houses. This was something that Thirteen Group was passionate about, so getting this message across was vital to our brand development strategy.

We needed to create a new dialogue and fast.

BUILDING UP A HEAD OF STEAM

We developed a range of key messages that were welcoming, comforting and aspirational. Messages that focused on the home, growth, community and living well.

We created a clean but bold brand identity, with a voice that was helpful, neighbourly and never pushy.

Our simple messaging was combined with a warm colour palette, inviting imagery and strong calls to action that together would strike a chord with home buyers.

MARKETING MORE THAN BRICKS AND MORTAR

With our identity and messaging nailed down, we rolled out a six month marketing campaign to ensure that the new brand was seen and heard by the right people.

This included the development of a new website that could be personalised for each customer, based on an integrated CRM system. We also initiated a re-marketing campaign, to strategically place our adverts in front of target audiences and build brand awareness.

Alongside this, we ramped up social media activity, posting regularly in line with our new tone of voice and making use of our suite of restyled photography.

BRINGING IT HOME

Our branding strategy successfully re-invented Thirteen Group’s profile among homebuyers in the North.

The brand roll out generated huge amounts of interest and new appointments for the sales team, with customers actively commenting on the new look and feel of the brand.

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