Project background.
With a strong reputation in Milton Keynes for premium serviced office spaces, Landmark Property Solutions wanted to achieve similar success in Leicester. They knew that improving their engagement would be key to making their mark and contacted Insight Consultancy for marketing support.
Sector
Serviced Offices
Project Timeline
May 2023 - Ongoing
Supported In
Landmark Property Solutions offers serviced office and coworking spaces with a focus on flexible and affordable workspaces that allow a business to expand within their facility with ease. Their approach has helped them serve over 130 businesses, ranging from local startups to global companies. Already a recognised name for their Milton Keynes location, they were eager to strengthen and grow their three locations spread throughout Leicester.
Insight Consultancy was asked to get involved in May 2023. Our role was to help Landmark Property Solutions enjoy the same growth that they offered to their customers. We would do this by capitalising on Landmark’s existing digital presence and creating a powerful online marketing strategy to elevate awareness and engagement with their target audience.
What we did.
Optimised Social Media
We gave Landmark’s social media a fresh new look, ensuring it grabbed people’s attention for the right reasons. Among these upgrades were updates to bios, profile pictures and cover photos. With a professional foundation established, our team got to work creating engaging social media content. Our posts targeted businesses looking for accessible, flexible, and professional services. We highlighted Landmark’s knowledge of the local area and prime office locations, boosting engagement with local communities.
Established “Social Circle”
To add value for both new and existing clients, we started “Social Circle Networking” at the Landmark New Walk offices. With a different guest speaker each month, the event offers connections and valuable insights from various industries. An “Online Social Circle” was also established, offering a similar service for users worldwide.
Updated Google Business Profile
First impressions count, so we updated the Google Business Profile listings for Landmark’s three locations. This involved fact-checking information and adding new images to ensure people who find the business online get the most relevant and helpful information.
Monthly eNewsletters
Our strategy for newsletters had two parts. First, we sent newsletters to people who were already using Landmark’s offices. These newsletters had updates, details about events, and articles we thought they’d enjoy. Next, we sent newsletters to potential customers, which showcased available office spaces, recent blog posts, and upcoming events and included a link to Landmark’s brochure. We also sent additional newsletters about the “Social Circle Networking” events to keep people interested before and after each event.
The challenges.
Diverse Clientele
Tailoring our approach to address the needs of both large and small businesses presented a unique challenge.
Landmark Property Solutions serves various clientele, from micro startups to established corporate firms. Our marketing efforts had to include messages that resonated with each group’s specific needs and aspirations.
Ensuring our content spoke to the entire spectrum of businesses required a nuanced understanding of different business models and priorities.
Social Media Balance
It wasn’t just the language and messaging that differed between our target markets – tone needed to be considered, too, particularly on social media. We aimed to balance professionalism with personality, creating an engaging yet respectful brand voice that aligned with business values.
Engagement and Retention
While our key focus was attracting new clients, we also identified the need to retain existing clients, creating a strategy that kept them interested and committed to Landmark’s offerings.
The results.
Our efforts led to impressive outcomes for Landmark Property Solutions. The “Social Circle” networking events became a hit, attracting attendees from a diverse business background each month. This not only raised Landmark’s profile but also brought the local business community together.
In terms of property occupancy, there was a remarkable increase across all three Leicester locations. Notably, 106 New Walk saw a huge 38% rise in occupancy, a clear indicator of the campaign’s success.
On social media, we saw further impressive results. Instagram followers skyrocketed by 400%, and engagement improved by 500%. LinkedIn, a key platform for targeting Landmark’s core audience, also showed outstanding results, with a 1000% increase in engagement, demonstrating the effectiveness of our targeted strategy in these platforms.
Social media Following Growth:
- +400% Increase of Instagram following since May 2023
- +220% Increase of Facebook following since May 2023
Social circle networking event:
- +100% people have attended the monthly in-person social circle events since the first one in May.
Growth in Leicester Office Occupancies:
+23%
Increase For Merus Court
+38%
Increase For 106 New Walk
+8%
Increase For 108 New Walk
The future.
As we move forward with Landmark Property Solutions, our focus remains on further elevating their profile in Leicester and increasing the number of businesses using their office spaces. The success of the “Social Circle” networking events is set to grow, drawing more attendees and further cementing its impact as a long-term engagement strategy.
In just six months, Landmark Property Solutions saw such growth in their Leicester locations that we’ve now been asking to extend our marketing strategies to the Milton Keynes office, introducing the “Social Circle” networking concept alongside targeted social media and newsletters. Moving forward, we aim to support the success of all offices, creating a strong community presence and continuous growth.
After deciding between three marketing companies in Leicester we decided to go with Inzar and Insight Consultancy.
We felt our initial conversations and Inzar’s willingness to use his network and great ideas added to our final choice.
After three months of working with Insight I can say his team is lovely and fantastic. They have put a tremendous amount of effort into understanding our business.
His team are great to work with and are very efficient. I would highly recommend using Insight Consultancy if you are looking to push your social media and email marketing presence.
- Landmark Property Solutions
