Property marketing case study – John Rushton at Small Back Room: Community, content and customer experiencePosted on: April 11, 2014
As part of my research into what’s happening (and, more importantly, what’s likely to be happening) in the fast moving world of property and real estate marketing, I spoke to John Rushton, chairman of the property marketing and design consultancy Small Back Room http://www.smallbackroom.com/
Tribes and Community – from Kazakhstan to Lambeth
“Look at the developments overseas and bring insights back to the UK. For example, in Kazakhstan most people live with their parents. They go to the mall to socialise rather than to shop. Developers there are maximising the floor areas and creating a new experience – drifting cars that crash into pillars of a basement car park and a top floor dedicated to co-working space”.
“You can see similar communities developing here – the media and creatives huddling at clubs such as One Alfred Place and Shoreditch House and a hotel, spa and meeting spaces at Mondrian London at Sea Containers. There are on-line communities for those that share the physical space. At Elizabeth House, David Chipperfield Architects will create a new public space, reinforcing the business district at Waterloo with 8,000 workers who will create a micro-economy there and creating a need for a variety of service offerings around the transport hub. Future use of co-working space will perhaps include pop-in (rather than pop-up) guest retailers to serve their audiences”.
Clients – whether these are the owners, developers, office and retail occupiers or their employees and customers – have different needs for their space and the marketing must address this. There’s no replacement for sound segmentation, identification of needs, development of a strong value proposition and creative excellence in marketing and sales communications through real and on-line communities.
Content is King and the Customer Experience is Everything
“Retail tenants want to know what landlords will be doing to help them grow their business. Content remains king. For Regent Street (owned by The Crown Estate) we used to produce a print newsletter for stakeholders and retail occupiers – there is always 10% of the area under development. Now we do it digitally – through the web site – which is primarily geared up to increase online consumer traffic. We are on our third journalist over 14 years for the successful fashion blog. We’ve built an online community with over 7,000 Twitter followers, around 50,000 Facebook page likes and nearly a quarter of a million social media check-ins”
”But we’re extending the customer experience too. We were the first to create a gift card for an entire shopping area. We also have an app to guide shoppers. Then there is the long established Festival which is well covered by print and broadcast media and includes a variety of activities and special offers for children. There’s also “hands-free” shopping where customers can have their goods delivered to their homes”.
“For the smaller office tenants in Regents Street we have added a search where the business tenant simply enters the number of people that space is needed for and they are advised as to the size and configuration of the available space that would suit their needs”
Whilst the building forms the core part of the product, the added value in the service package and experience is becoming increasingly important for the occupiers/tenants. Help with building their business and innovative approaches to increasing foot-fall and sales will differentiate developments.
Living room selling
“The marketing suite has come of age. East Village is London’s newest neighbourhood on the site of the former London 2012 Athletes’ Village, offering high-quality homes in the UK’s largest ever Private Rented Sector scheme (owned by Qatar Diar Delancey). It is on a 67 acre site adjacent to Queen Elizabeth Olympic Park and Westfield Stratford City. It has 1,439 homes for the private rented sector, 1,379 affordable homes (owned by Triathlon Homes) and the location has planning consent for a further 2,000 private homes. It was voted ‘Best New Place to Live’ at the London Planning Awards 2014”
“Obviously, we produced a book of buildings and advertisements for the London media as part of the marketing and communications strategy but great importance is placed on the marketing suite as helping the presentation and sales process. It spans 8,000 square feet and each of the areas are very different. There’s a wooden model of the entire area at the centre surrounded by five 3D stage sets that tell a story about living in the area – complete with interactive videos. There are iPads and touch-table displays and discussion areas with space for both high level presentations and low level seating – so you can chat as if you were in your living room”.
Consumers are more sophisticated and are used to doing their research on-line. Yet for property they will also want to experience the physical space so if they commit their time to visiting then it needs to be a rich and sophisticated experience that really sells the entire experience.
Watch out for further interviews with property marketing leaders. And get in touch if you have something to share that challenges convention in property marketing. These and other ideas will form part of my session at the EG Conference Marketing Summit on 26th June 2014 http://www.estatesgazetteevents.com/marketingsummit2014
- Why should a law, accountancy or surveying practice use Twitter?
- Is social media relevant for lawyers, accountants and surveyors?
- White Paper: Apps by UK law, accountancy and property firms – Are we missing the mobile revolution?
- FT/MPF – Client feedback on effective legal, accounting, property and consulting relationships
- Why should lawyers accountants surveyors and other professionals devote time to blogging?
- Lawyers, agents and media on international communications in real estate
- Professions and Property
- Growing Your Property Partnership
- Media Relations in Property
- Reinventing marketing – beyond the 4Ps
- Economic update from David Smith (Sunday Times) at the BCO President’s Lunch
- 6 trends for marketers to watch – Compliance, video, creativity, social business, crowdsourcing and big data
- Property marketing case study – Will Wright at White Space: Branding and video seeding
- Property marketing case study: Adam Tinworth on the challenges of on-line communities and content management
- Up to speed in digital marketing and social media (session summary)
- Property marketing case study – Client and key client relationship management at JLL
- Perfect Pitches for Property People
- Property marketing case study – Video at Knight Frank, Berwin Leighton Paisner and Estates Gazette
- Property marketing case study – Integrated campaign on farmland value from Savills rural team
- Property marketing case study – Kurt Özfıçıcı at Fresh01 on virtual tours, drones, Google glasses and projection mapping
- Nine takeaways from the second annual Estates Gazette property marketing summit
- Property marketing case study – CBRE at MIPIM with bears and bulls video and social media
- Property sector consultancy
- Property marketing: Trends and challenging convention (Summary of EG Property Marketing summit speech)
- Property marketing – To social media or not to social media? (Knight Frank)
- Sign up for the 2nd Estates Gazette Property Marketing Summit
- Property Marketing: Digital or non-digital? (Land Securities)
- Property Marketing Case Study – The power of brands in B2B and B2C (Cluttons, Workspace and CBRE)
- Creativity 4 – Enhancing creativity using Leonardo da Vinci’s seven methods
- Back to basics – The importance of segmentation and personas
- Property marketing case studies – Relationship management at DTZ, GVA, JLL, Knight Frank and Savills
- Property marketing case study – Antony Slumbers: a sense of place, experiential marketing and augmented reality
- Marketing in a digital world – Conscious Solutions seminar review
- Change management in a surveyors’ practice – Bridging the gap between the old and the new
- Estates Gazette Property Marketing Summit 2017 – Goals, Digital, Innovation, Content, Video and Experience
- Digital marketing qualifications update
- Property marketing case study – Key points from the EG property marketing conference 2018
- Update on digital marketing and social media in the professions (May 2015)
- The Lawyer UK 200 Workspace report – Law firm use of real estate
Category: Kim's Blog, Marketing, Property, Selling, Social Media, Web Sites
Tagged: Agents, Apps, Communications, Community, Digital Marketing, events, Marketing, Marketing Communications, Property, Property marketing, Real estate marketing, Social Media, Surveyors, Trends, Twitter, video