A robust marketing & communications strategy to support the growth of a luxury housebuilder
With an exciting growth plan, the housebuilder, Duchy Homes, needed someone to help them define a communications strategy for their business, elevate their marketing to reflect a luxury brand position, and increase lead generation for their growing number of new build developments.
Duchy Homes was known locally in the areas they had built developments. Their original goal was to build large family homes on small, exclusive developments of only up to around ten properties.
Whilst their reputation in those areas was great, it had not generated widespread brand awareness that would support their expansion further across the UK with larger developments.
I developed and actioned a marketing and communications strategy that would get the Duchy Homes name in front of more people looking for a quality, luxury home.
Along with achieving regular press coverage, I made recommendations for advertising that included website takeovers, billboards, and large adverts at lifestyle venues like upmarket gyms and golf clubs.
Social media was supercharged with regular posts using professional photography and videos to showcase the aspirational products, and a sense of community was built using the hashtag #ourduchyhome.
A suite of marketing materials was uplifted with a superior brochure format and design, a new website, and a digital handover pack for buyers. These were all designed to better reflect a luxury brand and enhance the customer journey.
Social media adverts drove new registered interest and targeted email marketing was used to move prospects further along the funnel.
To cement their reputation inside the housebuilding industry and build trust with their homebuyer audience, I wrote and submitted entries for esteemed industry awards.
Royal results for Duchy Homes
Traffic to the Duchy Homes website increased by 373% in the first two years of working with them. Referrals from social media increased by 271%.
Developments were regularly sold-out on target and a last-minute cancelled reservation on one plot was re-sold within 24 hours by using Facebook Pixel to retarget previous website visitors online.
Duchy Homes won Best Residential Developer of the Year and Best Small Housebuilder of the Year, putting them on the map with national housebuilder names.
David Jones, Duchy Homes
Kirsty created a successful communications and marketing plan that raised the company’s profile significantly.
She was instrumental in taking the brand forwards and her awards submissions helped win the company some very prestigious and coveted trophies too.
Kirsty is an experienced marketing professional and I would highly recommend her.
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