Building desire and demand for 54 “environmentally-conscious” homes

Challenge

The Boiler House is nestled in U+I’s £250m regeneration project in Hayes; The Old Vinyl Factory.

We were tasked with creating an impactful sales and marketing strategy to attract and convert buyers to a site that was to be under construction for many years to come, followed by a carefully thought through handover and move-in strategy for the residents.

Response 

We were retained as the marketing partner on The Boiler House for over two years. Working closely with JLL, we generated and delivered a sales and marketing strategy to attract and convert prospects whilst ensuring a joined-up narrative between HUB’s values, The Boiler House’s brand identity and the building’s design.

Our key focus was to ensure quality leads were generated and delivered to the selling agents with an eye on sales velocity and values.

We managed the delivery of all marketing touch points from brand identity, PR, marketing assets, campaigns and website, through to local and international launch events and managed the design of the show apartment.

Gathering data and analytics was key in order to understand the customer base – ensuring marketing spend was targeted and that ROI could frequently be measured and reported on.

Impact 

Over 85% of apartments were sold at practical completion. Furthermore, through ongoing lead and data analysis, we continually reprogrammed marketing activity to ensure a more targeted approach, thereby reducing cost per lead and conversion.