Source of Opportunity

Promoting a major property investment opportunity in a world heritage city

Creating a holding brand

Property investors want to be in on the ground floor of any opportunity. Actually, they want in earlier than that. While helping Grosvenor develop the brand for an important new mixed use scheme in central Edinburgh, we simultaneously created a holding brand for the investment community.

Sticking to the rules

Rule No.1 is to look like you’ve spent no money on marketing to investors. Rule No.2 is to make the opportunity utterly compelling and apparently exclusive.

Developing a meaningful communication strategy

Segmentation of the audience is key to a meaningful communication strategy. Investors are just one segment in the audience for this brand and their communication needs are quite straight forward. We stuck to the rules in developing print materials for their needs, but added real value by tracking and measuring response online.

Agents of change

Relationships with investors are owned primarily by the agents. To reinforce these ties and derive valuable data from each transaction, we developed an online system that enables agents to invite their contacts to view a secure website with details of the scheme on offer.

Tracking results

The password protected site allows us to monitor activity of agents and investors and measure response to marketing activity. This is an innovation we are unable to find anywhere else in the property marketing sector.

Creating a holding brand

Property investors want to be in on the ground floor of any opportunity. Actually, they want in earlier than that. While helping Grosvenor develop the brand for an important new mixed use scheme in central Edinburgh, we simultaneously created a holding brand for the investment community.

Sticking to the rules

Rule No.1 is to look like you’ve spent no money on marketing to investors. Rule No.2 is to make the opportunity utterly compelling and apparently exclusive.

Developing a meaningful communication strategy

Segmentation of the audience is key to a meaningful communication strategy. Investors are just one segment in the audience for this brand and their communication needs are quite straight forward. We stuck to the rules in developing print materials for their needs, but added real value by tracking and measuring response online.

Agents of change

Relationships with investors are owned primarily by the agents. To reinforce these ties and derive valuable data from each transaction, we developed an online system that enables agents to invite their contacts to view a secure website with details of the scheme on offer.

Tracking results

The password protected site allows us to monitor activity of agents and investors and measure response to marketing activity. This is an innovation we are unable to find anywhere else in the property marketing sector.