Project background
Northwood Leicester approached us for support in marketing the local franchise. The business wanted to convey their more friendly approach as estate agents, in a way that set them apart from their more corporate, sales-orientated competitors.
Sector
Property
Project Timeline
June 2017 - Present
Supported In
The client wanted to increase the number of enquiries from new landlords looking for property management services, while maintaining and nurturing the current landlord customer base.
In a competitive market, Northwood was looking to stand out and establish itself as a thought leader in the industry. To achieve this, an integrated marketing approach was needed to cover all angles and increase efficiency.
Our discoveries
In an incredibly competitive market, we had to create and develop a strategy that differentiated Northwood in a way that didn’t come across as just a typical marketing message.
We wanted to set Northwood apart as trusted agents and demonstrate their commitment and dedication to providing a high level of service to landlords.
We found that Northwood’s potential customers include a new generation of up and coming landlords and therefore its brand and messaging had to resonate with a younger audience, without alienating its existing loyal customer database.
Northwood’s potential customers want to feel safe in the knowledge that their property managers are knowledgeable, reliable and organised with impeccable customer service. Our challenge was to effectively convey this message.
How we helped
We created a campaign concept which would show Northwood Leicester as a more approachable estate agent, with an overarching theme that would tie all their communications together.
Achieving this aim meant focusing on the human element of the people behind the brand – the estate agency dream team – and the superheroes campaign was born.
To bring this fun concept to life, we carried out psychometric testing with each member of the team which gave them their own superhero personas and special powers. This became an effective and successful part of the marketing strategy, which is still in use today.
We also supported in the creation of email newsletters, Gosia videos and automated processes to ensure communications can be sent regularly and consistently, with minimum impact on time and resources.
We also helped developed offline marketing activities, such as networking events.
The results
The superheroes theme has proved a powerful strategy which has been well received by customers, with positive feedback and comments.
Significantly, it has also stood the test of time and continues to be popular today, attracting interest from other Northwood franchisees.
The client is pleased that the goal of setting the business apart in its field has been achieved.
The future
We continue to work closely with Northwood Leicester as an outsourced digital partner and have become an extended arm of the business.
Our partnership includes keeping abreast of legislative changes and converting threats into opportunities to ensure Northwood remains at the forefront of the market.
Insight Consultancy is a huge contributor to our marketing success, and I’m proud to say they have been for several years. I really value consistent creative and strategic insight delivered by people who manifestly care about our business, and they keep our output fresh and on point.
- Andy McGarrick, Northwood Leicester, July 2022
Fantastic company run by true professionals, pleasure to deal with, never disappoint. Highly recommend!!
- Gosia Prazeniak, Northwood Leicester, July 2022
