Nicola Beausire typographic logo Laign Homes case study

Launching a luxury residential development

Background
The Laing Homes name has been synonymous with high-quality housing for more than 150 years. Operating in the Midlands and South East of England, Laing Homes builds a wide range of properties from studio flats in up and coming areas, to bespoke houses within exclusive gated developments.

Challenge
To build awareness and early sales for Walsingham Manor, an exclusive gated development in Kent, with properties ranging in price from £850,000 to £1.7m

Solution
To create a strong identity, conveying the quality and exclusivity of the development and use this in a series of mailings to build interest and attendance at a number of local events. A substantial development brochure was also created with inserts relating to each individual house. This was further reinforced on-site by a marketing suite, site hoardings, branding and landscaping.

Results
Strong sales resulted from this early marketing push, backed up by good media coverage.

The Team

  • Project Management: Nicola Beausire
  • Graphic Design: Phoenix

 

Telling the story

Laign Homes Brochure

A three stage mailing programme was developed to create intrigue, interest and desire. This was followed up by a telemarketing call and appointment setting for interested customers.

A detailed brochure, together with inserts relating to each house was produced and distributed to potential customers who registered interest.

 

Keeping in touch

Newsletter

A regular newsletter was mailed to residents in the immediate vicinity of the building site and to everyone on the customer database for Walsingham Manor. The newsletter provided information on construction progress, likely disruption and environmental initiatives.