New Horizons

Genesis Homes

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Task

To raise awareness of new housing developments and help to sell properties to first-time buyers, and to bring consistency to the delivery of the Genesis Homes brand on and off-line.

Insight

Would-be first-time buyers often think they can’t afford to get on the property ladder, particularly in London and the south east; but with Genesis Homes’s part-buy/part-rent offering, they often can.

Solution

We developed a fresh new look for Genesis Homes, delivered through a series of integrated campaigns – which included digital display ads, press and email advertising and customer literature – showcasing Genesis Homes developments via a flexible and consistent ‘horizon’ visual, persuasive copy and clear floor plans.

The new approach allowed us to lead with a proposition which would be most motivating to our target audience in relation to each individual housing development, whilst also consistently building and strengthening the Genesis Homes brand to develop customer preference over a period of time. This also facilitated a much easier `cross-sell’ between developments in similar geographical locations, once a prospect has bought into the Genesis Homes brand proposition and understood the part-buy/part-rent model.

Our responsibilities also extended to direct and digital marketing, again leading with a defined benefit proposition to a specific, segmented target audience each time – providing an entry point to prompt further consideration.

Results

Agency Inc have now successfully launched more than thirty new housing schemes for this renowned housing group.

“Throughout 2009 and 2010 we have continued to generate interest for new housing schemes and have sold out our properties even in the face of very difficult market conditions”

Paul Negi
Head of Marketing
Genesis Homes

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