Houses without heating
When faced with a brief to sell houses in Sheffield with NO central heating to skeptical Yorkshire folk – we could have felt very daunted! But with Monty Python’s jibes of ‘… luxury’ as our rallying cry, the team put about creating a brand that behaves like no other in the housing market. A brand that truly lives up to our client’s value of ‘challenging convention’ and contributes to their goal of ‘building amazing places to live’. A brand that knows the way it behaves is just as important as how it looks.
We identified early on that we should use the early adopters and creative set in Sheffield as our spokespeople. Generating word-of-mouth support by engaging with the community, and not following the standard house builder approach was key.
Brand ideas, like having a working bakery as the community hub rather than a sales centre, have caught the imagination of large numbers of buyers, who see Little Kelham as the type of community they and their families want to be part of.
Overnight queues of buyers
Despite a market with limited demand, on-going difficulties raising finance and no product to show buyers, 100% of phases 1 and 2 have sold off plan. Levels of interest are high and our campaign won the Grand Prix at the UK Property Marketing Awards.
“This is the first time we have created a real brand. One that behaves imaginatively, looks consistent and appeals on both a rational and emotional level”.
Chris Thompson, Managing Director