Raising awareness of the brand & its developments

Laurus Homes appointed Social following a competitive pitch to help raise awareness of the brand, its developments and drive leads as it expands its development reach into Cheshire and Lancashire.

The brief

Within its heartland of Trafford, Laurus is a well know brand but within the highly competitive and popular areas of Cheshire and Lancashire where new Laurus developments are being built, Laurus Homes is a new to market brand.

Our brief was to design and implement a new strategic direction for Laurus Homes that covers a full marketing service to provide high levels of consumer exposure to the brand and encourage buyers and prospective customers to contact sales advisors to find out more about the development and homes for sale.

What we did

Following in-depth market and competitor analysis we developed a strategy that focused on four key phases to reach – engage – nurture and convert prospects to customers to homeowners.

Using robust data analysis, customer profiling and a local insight from the sales teams, campaigns are planned to effectively target property types to the right audiences / personas using a combination of tactics and channels that amplify and support the other in a multiplier effect.

A combination of education, location and plot & price content across brand, always on, promotion and reactive activity delivers clear and consistent messaging across all development locations and customer touch points. Eye catching creative with strong CTA’s across all channels and tactics drives positive engagement, enquires, and leads to build and maintain the sales pipeline.

The results

  • 340% increase in website traffic
  • 3 Cheshire and 1 Lancashire development pages constantly in the top 5 most visited pages alongside the homepage
  • 15.5m impressions across digital advertising
  • 2,435 leads generated (direct web leads)
  • 111 properties sold
  • 64% growth in Facebook fans
  • 318% increase in Twitter followers
  • 265% in Instagram followers
  • 7.7% Cheshire market share
  • 2.3% Lancashire market share

All in a declining/difficult market where Covid-19 has had a big impact and the overall housing market is 32.42% down for the North West comparted to the previous 12 months.