BRIEF:
Metis Homes retained us for the duration of their prestigious King Edward VII Estate development. The development of new build homes was set within the grounds of an established luxury estate, recently converted into private apartments, that was part of the wider Cowdray Estate in Midhurst, West Sussex and offered homeowners access to an exclusive ‘residents only’ concierge service as well as a gym, swimming pool and sprawling communal grounds. With such a stand out location and exclusive access to amenities not found in any other new build, it was clear that a lifestyle approach to all marketing was essential. The key to achieving sales, particularly off-plan sales, would be a clear marketing strategy from the start.
SOLUTION:
Comprehensive strategy in place, we set about creating a full suite of marketing materials that included floorplans, site plan, CGIs, print and digital advertising, signage and a brochure leading up to a coming soon campaign launch. With the amenities already in place, we were commissioned to capture an extensive lifestyle photography library, a shoot that also included models and aerial drone photography, to be used across all marketing materials, particularly the brochure. An exclusive address called for an exclusive ‘invite only’ approach to the show home launch. A targeted letterbox mail drop campaign was carried out as well as a future train ticket style printed creative that would mark the King Edward VII Estate as the ‘destination’.
One of the biggest targeted marketing approaches of this development was a series of national print ads in The Telegraph, Daily Mail and The Times as well as more local regional press. The aim of this campaign was to reach those looking to relocate in pursuit of a luxury, more rural lifestyle with the ability to commute easily into London.
RESULT:
Metis Homes recognised that the King Edward VII Estate was a unique opportunity to try some out of the norm marketing approaches to ultimately achieve an all sold sales status. They knew that the development would attract a rare kind of buyer and were open to casting the net wide in order to find the perfect fit. Using all the tools available to us, including Rightmove and events as well as stand out product photography, we were able to captivate potential buyers by showing them the lifestyle they could be enjoying with a home on the King Edward VII Estate.
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