The insight
The property space is an intensely crowded marketplace, with high street estate agents competing for market share. In recent years, this challenge has been magnified further by the emergence of online estate agents. People looking to sell or let their property are lured by the initial cost-savings, but may be unaware of the potential pitfalls when instructing an online agent.

Andrews needed a series of campaigns to highlight the possibility that when placing your property into the hands of an online estate agent, this could in fact be a false-economy.

The purpose

• Increase brand awareness and engagement within specific target markets
• Highlight the quality of service that comes with using traditional full-service estate agent (vs online)
• Articulate the benefits: advice, knowledge and support throughout the process
• Generate valuation for sales and lettings

Communications platform:
Andrews is a full-service agent with extensive experience, local knowledge and expertise – they provide all the support that sellers and buyers need throughout their property journey. #EverythingProperty.
 

What we did
We worked closely with Andrews’ media agency to tailor our messaging and creative to the targeted audiences. This included first-time buyers, investor landlords, people who are already on the housing ladder, young families looking to upgrade their starter home for somewhere bigger, retirees looking to downsize. Brand awareness, lead generation display ads, social – organic and paid – worked hand in hand towards driving traffic to dedicated region-specific landing pages with prominent calls-to-action to book a valuation or speak with a local agent. The visualisation and repurposing of content helped position Andrews as the font of knowledge for #everythingproperty. We also produced a suite of offline materials to complement the digital campaigns.

"Workbrands understand what we want as clients, understand what they do as an agency and most importantly understand how to add value to your marketing. A complete agency, providing a complete service."
Nick Moir, Head of Marketing, Andrews Property Group