EquaGroup | Zurich House
EquaGroup contacted us to provide marketing support for their upcoming commercial to residential conversion project, Zurich House. This project involved converting an old, disused office building into 53 high-quality apartments, ranging from studio spaces to 2-bedroom penthouses.
To begin with, they asked us to create a brand that would portray Zurich House accurately within the local market. Secondly, they wanted a website, social media channel, and printed assets that would utilise this brand effectively. Finally, a PPC campaign was required that would initially encourage brand recognition but then would transition into consistent engagement as the site became available for viewings.
In this case study, we’ll discuss these marketing requirements in more detail, including the methods used and the reasons behind them. The primary way we’ll do this is by highlighting the challenges associated with them and the solutions that met those challenges.
Creating an effective brand for a commercial to residential conversion during a national lockdown presented some challenges:
- The brand needed to be impactful across multiple digital platforms and transferrable to large-scale traditional and physical advertising spaces
- Advertising a new residential development during a time of great market uncertainty meant we had to adapt our approach
- Targeting many different buyer demographics digitally with a relatively small budget
- Ensuring that the development had good local brand awareness before site launch
- Creating a steady stream of leads once the site launched that could be converted effectively into viewings and sales by a local estate agent
To overcome these challenges, we had to start at the beginning: brand development. The process began by taking the client through a workshop that would define and expand upon their initial brand ideas.
During this workshop, we also discussed the development as a whole, their goals for the marketing and sales stages, and their plans for dealing with the inevitability of a long national lockdown.
By hosting this workshop, we were able to not only define the project’s goals, objectives, and expectations but also get some valuable insight into what the brand needed to embody and showcase the development.
As well as branding and project outlining, this planning stage included crucial research into demographics. By defining and agreeing upon these demographics with the client, we were able to begin mapping out the PPC campaigns, website structure, and traditional advertising plans.
It became clear from the planning stage that this project wouldn’t be an ordinary one. Adapting to marketing within a national lockdown, and a situation that was alien to all of us was difficult and presented a multitude of brand-new challenges for us as marketers. We relished the opportunity to meet these challenges and give Zurich House the best possible chance of success.
The Solution – Branding
Once the planning stage was complete, the content team began working on the brand development in earnest. This process involved working with a specialist design agency local to Crawley to develop initial brand ideas that would work across any platform or physical space required.
After these design concepts were approved by the client, we moved onto developing the assets they would need to begin advertising the development. Firstly, we created a website that would act as a landing page for incoming enquiries. As well as providing information on the development, it gave visitors the option to download the brochure, floor plans, and request bookings.
Following development of the website, we worked alongside the design agency to create a physical brochure. We discussed with the estate agent what they would like to see within the brochure and also completed some market research on brochures used for other successful developments. During this stage, we were mindful that the brochure needed to reflect our demographics and appeal to them in a way that would convince them to view the development.
The Solution – Digital Advertising
With this, the initial design phase was completed and we moved onto creating the digital side of the campaign. After considering many different platforms and strategies, we settled on Facebook. The main reason for this is that the estate agent planned to run adverts and promotions on Right Move, which already had incredibly high SEO value. Therefore, running ads on Google alongside this felt counter-intuitive.
Facebook advertising shines when you’re targeting individuals and you know precisely who you’re targeting. As we had already done the necessary research on this, we felt this approach made the most sense.
As the lifecycle of the development was quite long, and it wasn’t originally going to be ready to view for several months, we began by targeting people within a 10-mile radius of Zurich House. This campaign was designed to drive initial enquiries, downloads of the brochure, and create brand awareness.
Once the development was ready to view, we expanded this to 20-miles and, eventually, 30-miles. 30-miles was our eventual target as this would encompass people commuting to and from London, as well as those living in London who were looking to move to somewhere cheaper and quieter.
Throughout the digital advertising campaign on Facebook, we saw a steady stream of leads, ranging from general enquiries to those ready to view. Considering the relatively low budget, we were extremely happy with the results and were delighted to see the campaign directly leading to several purchases. Due to this, the ROI of the campaign was very high.
The Solution – National Lockdown and Ongoing Efforts
Due to the coronavirus lockdown in 2020, the lifecycle of the development’s marketing was extended beyond where it was originally envisioned. A lot more physical advertising was planned, such as train station and in-train advertising, but with very few people commuting or traveling, the cost of this sort of advertising wasn’t feasible.
Thankfully, we were able to continue making progress digitally and, alongside the estate agent, succeed in generating leads.
Going into the future, the market is beginning to stabilise and we’re seeing an increasing number of sales for Zurich House. Further digital and physical advertising will be required to complete the project but we’re extremely happy with the results to date.