Hove-based lettings and estate agency Cambridge Residential came to us to “tie their marketing together” and give them a new website. When we got going, we felt the best starting point would be their brand.
Defining the brand
In common with many lettings agents and estate agents, Cambridge Residential had an identity that looked smart, clean and modern, but lacked a definitive ‘message’, a clear proposition, a clear ‘why us?’.
After researching what their customers liked (and disliked) about them, we used this to define their brand – a set of values around which they could base everything they did to set them apart from the competition.
The proposition we defined was one of ‘intelligence’. We felt that their people were more intelligent than the average letting agent, and the word had the double-meaning of ‘cleverness’ as well as ‘information’. It also played well with the word ‘Cambridge’.
Consequently ‘intelligence’ is now the thought that flows through to their straplines (‘We let You relax’ and ‘100% sold on selling’) and onto their website and other materials.
We also introduced a vivid pink into the visual identity to warm up the cool blue and white tones used solely before.
Intelligent new website
We worked with Cambridge to draw out important statistics about their work which we used on the new website, as well as an intelligent map and description of the areas of Brighton & Hove (good for non-locals, but also for the site’s rankings on Google!) and a more intelligent property search and display. We wrote all the copy for the website and managed its design and delivery.
New brochure and prospecting leaflets
We developed a brochure for Cambridge Residential and a set of cards to be dropped through doors to generate interest from prospective landlords and vendors. These cards carried useful information on the back like gardening tips and school holiday dates.
We also redesigned their adverts in local press, bringing out the reasons for a vendor/landlord to instruct, rather than focusing purely on properties available.
In May 2010 Cambridge Residential were awarded silver in the Sunday Times Best Single Office Lettings Agency of the Year Awards. Thoroughly well deserved – well done guys!
The work continues
We are currently working with Cambridge to reshape how their properties are described and marketed, to provide a iPhone app and a quarterly update on the local property market. We also run an ad-hoc email marketing campaign. And of course to go for Gold in the 2011 Lettings Agency of the Year Awards.