Selling a dream by the sea

The Client

Thirteen is a well-respected and established social housing developer and landlord within the North East of England. As part of its expansion plans it embarked on private residential developments, with the first of these being in the pretty harbour town of Whitby.

As a relatively unknown brand in private residential sales, Thirteen was looking for an agency to assist in developing a stand out brand strategy and campaign.

The Brief

Develop a brand strategy and identity for Thirteen’s first private residential housing offer. This would act as a basis for wider roll-out of its private residential housing.

Designing the Brand

We wanted to develop a distinctive brand with an aspirational look and feel for audiences including first time buyers, families and downsizers.

From initial brand concepts and rationale we narrowed down the ideas to develop a style that focused on imagery around lifestyle and location.

Our strapline of ‘where living comes to life’ also gave us the perfect reason to integrate motion graphics into the digital advertising, providing lots of engagement and visual interest and capturing the attention of browsers.

Website design and development

The site we designed incorporated the brand marque and a distinctive motion graphic that instantly draws upon the strapline ‘where living comes to life’.

The customer journey was key to the architecture of the site, breaking down the many questions a potential buyer has during the buying process.

Post-launch we also carried out heat mapping on the site to allow us to make further improvements based on audience usage and navigation.

An interactive map of the development is the key feature on entering the ‘properties’ section. This map is easily updateable allowing potential customers to see what’s available on site at any time or day, the map also keeps users on-site for longer, and as properties change status from reserved to sold, it encourages faster decision making.

Photography

The client commissioned photography based on a brief provided by Cool Blue. The location of the development in Whitby provided the opportunity to use iconic shots of the harbour town to instantly communicate the location without the need for words.

Sales Materials

The primary purpose of the sales brochure was to drive traffic to the estate agent’s website.

Key sales messages around Help to Buy, the location of the development, local infrastructure and schooling and the house styles were all covered within the sales brochure.

Copywriting

Cool Blue wrote and executed all copy on the website and in print publications. For the target market the tone had to be friendly, welcoming and easy to understand, putting the reader at ease.

Testimonial image

Picture Postcard Location

“Whitby is a magnet for walkers and cyclists, not least because of its close links to the 109 mile long Cleveland Way. With the North Yorkshire Moors National Park close by it’s easy to explore the many walks and quaint villages on your doorstep. There is also the stunning Dalby Forest nearby, which offers a host of outdoor activities.”

Advertising

The advertising for this campaign was heavily targeted to Whitby and the surrounding area. This allowed us to utilise a mix of digital outdoor and local radio advertising.

Digital banners throughout Whitby and Scarborough were used as part of the campaign, as were flags and banners in key outdoor locations.

A radio campaign to promote the development and the Help to Buy scheme was commissioned through Yorkshire Coast Radio. Cool Blue wrote the script and sourced the voiceover artist.

Results

40%

of properties were reserved within the first 2 months

55%

increase in visits to the development's website

77%

increase in click throughs from social media

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