Challenge
Property consultancy Walker Singleton is a well-established name with a fantastic reputation. With offices across the Yorkshire region and beyond, they have 3 core services; commercial property, asset advisory and residential property.
Walker Singleton has grown significantly over the past few years, but the directors wanted to take the business to the next level of growth. With no inhouse marketing support they turned to We Are Circle for help. Their goals were to expand their stock levels against a challenging economic backdrop and grow geographically. They also wanted to increase the customer lifetime value, attracting, and retaining customers across multiple markets.
They had an over complex brand structure (a blended house). Residential and commercial sat under the same brand yet had very different markets. They also had 2 residential brands, Walker Singleton Residential and their premium estate agency, Charnock Bates. During this time, they also acquired a residential estate agency, Daniel & Hirst.
Approach
We followed the We Are Circle methodology using insight, strategy and brand transformation:
Insight:
- Staff and customer surveys
- Customer persona mapping for each brand and service area
- Internal workshop / consultation with the directors
- Clarity around the messages – customer problems, pain points, opportunities
Strategy:
- Marketing strategy for each area
- Brand strategy identifying new brand values & differentiation
- New brand structure, separating commercial from residential
- Brand repositioning, appealing to families
- New brand name and messaging – WS Residential
Brand transformation:
- Project managed the whole brand transformation selecting and project managing numerous suppliers across web, social, PR, signage, design, print, software and more
- Created new logos and brand guidelines to create market differentiation
- New stationery, email footers, brochures (Design It) and property templates for Vebra Alto
- Standout new For Sale / To Let signs with a curved edge
- Researched, selected and project managed a new web agency, Ina4, to develop a new standalone website – www.ws-residential.co.uk
- Planned and project-managed the installation of new signage and backlit displays and posters for their new office
Results
- Successful launch including the opening of a new branch
- 1.5k users on the website within the first 2 weeks
- New lead tools in place including instant valuations (533 forms submitted in one month)
