Rww A4 Portfolio

property portfolio response worldwide

the
property portfolio

marketing campaigns that build brands and drive sales pipelines quickly and effectively

response worldwide


Whether it’s marketing over £1.2 billion of property sales for Allsop,
building a bespoke CRM system for Mauritius’s leading estate agency
or negotiating the sponsorship deal with Home Buyer Events
for leading foreign exchange provider, Currencies Direct.

Whether it’s building a sustainable, cost-effective sales pipeline
for Pierre & Vacances, or putting serious licensee candidates
in front of Halifax Estate Agents senior management, we’ve been
delivering successful property marketing campaigns for our
blue-chip clients since 1991.


How can I find smarter ways to get my brand noticed
in a overcrowded marketplace?
How can I get a better return on my marketing investment
and still achieve my sales targets?
How can I build relationships with my customers cost-effectively
and maximise their sales potential?

What makes us different Our people
We live, breathe and tackle these challenges day in day It’s our talented people who make us what we are.
out for our clients. We’re specialists in brand strategy You’ll always be working with experienced people, who
and implementation, both on and off-line. We’re experts can understand quickly what you want to achieve, and
at driving responses and creating sales pipeline, quickly advise you intelligently about the best ways to achieve it.
and cost-effectively.
And we all share a single, passionate aim – to deliver
We’re hard to beat when it comes to buying space in the sales and long term business success for our clients.
national, local and trade press. And in the fast-moving
And have fun doing it.
property world, we’re deliberately small, extremely agile
and reassuringly responsive. That’s what our clients
demand from us to keep them ahead of the game.


Response Worldwide is a full-service property marketing company.
We develop and implement marketing campaigns for our clients.
More specifically we offer…

Off-line On-line
• Marketing strategy and planning • Digital strategy and planning
• Brand development and implementation • On-line brand development and implementation
• Media planning and buying (national, local and trade press) • Website design and build
• Design of corporate and product marketing collateral • E-mail marketing
• Direct marketing inc. mailing services, fulfilment • On-line marketing (e.g. SEO, PPC)
and call-centre management
• Content management design and build
• Media Relations
• Contact management systems design and build
• Sponsorship
• Content generation
• Channel and affinity marketing campaigns
• Exhibition design and build management


Property marketing in the digital age
The web has fundamentally changed the way people communicate and interact
with each other. It has changed the way businesses communicate with current and
prospective customers. As property marketers it is changing the way we work for ever,
and no company, nor marketer can afford to be left behind.
OK, I hear you say, you’re only telling me what I What makes us different is that we’re property
already know. What I need to know is how to get marketing specialists who understand the potential
the best from the web. How do I build traffic to my of the web and how to get the best out of it. We
website and do it cost-effectively? And when I’ve don’t just ‘twitter’ unless we can see the value it can
got my visitors, how do I encourage them to explore deliver for our clients. We start from a real insight and
my site? How do I keep their interest? How do I understanding of your business and the industry in
encourage them to come back regularly? And how which you compete, before developing an integrated
do I turn them into customers? Should I ‘blog’ or digital strategy best suited to delivering the results
should I ‘twitter’? PPC or SEO? you’re looking for. You’ll find us surprisingly creative in
the solutions we recommend and we make a point of
Response has helped many of its clients take that
always delivering but never overpromising.
first step towards the new digital age. We have
done all the usual stuff – built content managed One thing’s for sure – the parlous state of the
websites for agents and developers, run e-marketing industry, rather than slowing the move towards
campaigns to build customer pipelines, created digital, is accelerating the rate of change. As property
banner campaigns and put in place contact marketers you need to ensure you’re making the
strategies to develop relationships. But we’ve also most of web technology to be more flexible, effective
built bespoke CRM systems to help our clients and targeted in growing your business during the
manage their prospect databases; we’ve created slowdown. We can help you do that.
blogs and forums, undertaken search marketing
campaigns for clients, built ‘widgets’ that improve
site ‘stickability’ and created content that positions
our clients as experts in their field.


Response continues to play a key
role and currently helps manage
£1 billion worth of Allsop sales
from both residential and
commercial property auctions

challenge solution results
Allsop is a firm of independent property For the last 20 years Response has played Even in these turbulent times when other
consultants, established in 1906, providing an integral role in Allsop’s success within auction houses have struggled to sell
a comprehensive range of commercial this market. As well as having unrivalled more than half their substantially smaller
and residential services. Allsop is probably knowledge of the trade and regional press, catalogues, Allsop goes from strength to
best known as the UK’s largest and most we have put in place a seamless process strength. The UK’s leading auction house
successful auction house. for planning, booking, designing and recently concluded a four day sale of over
Within the residential auction market, Allsop supplying the advertisements within a 1070 lots in just over 2 weeks, raising
has established its reputation as the UK’s 72 hour time slot. £97m overall with 91% of the lots selling
no. 1 through consistent investment in trade unconditionally.
and regional advertising. In 1987 its first Demand for its services has increased and
auction had 8 lots. In 2008 its auctions have additional auction dates have been added.
averaged in excess of 500 lots per auction. Response continues to play a key role and
The challenge has always been to manage currently helps manage £1 billion worth
the increasing number of advertisements of Allsop sales from both residential and
within the same tight deadlines. commercial property auctions.


Given its location, selling it was
never going to be a problem.
The challenge for Allsop was
how best to maximise the sales
value of the site in a difficult market

challenge solution results
Ham Yard was a rare development opportunity Response recommended that the client The campaign far exceeded client
to regenerate an underutilised but prime cast the marketing net a wide as possible expectations. Hundreds of enquiries
location in the heart of London’s West End, so as to generate interest from both UK were generated including a good number
close to Piccadilly Circus and Shaftesbury developers known to Allsop’s but also of new enquirers from overseas. The sale
Avenue. Allsop was appointed by the from overseas developers encouraged went to sealed bid.
Vendor to manage the sale of this freehold by a favourable sterling rate. In addition,
site. Given its location, selling it was never Response recommended a multi-channel
going to be a problem. The challenge for campaign to build fast awareness of the
Allsop was how best to maximise the sales opportunity, create an excitement around
value of the site in a difficult market. Ham Yard and the need to respond
quickly so as not to miss the opportunity.
Interested parties were given a deadline
to submit their sealed bids.
Press advertising was run in Estates
Gazette as well as FT (Worldwide). The
advertising was supported by an electronic
newsletter Euro-Property Alert, targeting
1200 key real estate ‘movers and shakers’
across Europe. Respondents were directed
to a dedicated micro-site and given the
opportunity to register their interest,
and to receive their information pack.

pierre & vacances
challenge solution
Pierre & Vacances is one of Europe’s leading providers of holiday We recommended e-marketing as the most effective way to generate
property residences, combining property development and holidays. quality sales leads to feed the UK office. A target of 100 sales
The company has built its reputation over 40 years. Although a major leads per week was set. We designed a template for the e-shots,
part of the UK business is repeat, there is an on-going marketing researched lists of opt-in customers that met the client’s customer
requirement to ‘feed the funnel’ with new enquirers in order to hit profile and put in place a rolling campaign to e-mail 50K consumers
ambitious sales targets. Response Worldwide has handled UK press per month. Information gathered on each enquirer was extensive,
advertising since 2004, but in line with all press advertisers there including name, e-mail address, postal address and telephone
has been a steady increase in the cost per enquirer. In the autumn number. This had the desired effect of reducing response rates
of 2006 P&V turned to us for advice – how best to maintain the (by sifting out the non-serious enquirers) but significantly
enquirer pipeline but at a more cost-effective level? increasing the quality of each lead.


200 high quality leads are currently being generated
each month at a cost between £10 and £25 per lead

results
The first campaign exceeded client expectation for leads
generated (by 15%). Since that first campaign we have tested
messaging, design and timing in order to maximise response
rates as the campaign progresses. The cost per response fell
steadily. Not to rest on our laurels, we continue to explore new
on-line channels to further increase responses and move P&V
towards cost per action emarketing models.

kaupthing singer & friedlander
challenge
Kaupthing, Iceland’s largest bank, acquired established UK
property finance specialists, Singer & Friedlander, in 2006.
Having merged the two businesses, the client was looking
for a consistent way to present the complete Kaupthing Singer
& Friedlander offering to the UK real estate market.

solution
Response Worldwide was brought on board. Our brief was to
develop and articulate a single, core proposition for the combined
real estate businesses – what makes Kaupthing Singer &
Friedlander different. This proposition and its substantiation were
rolled out into press advertising and corporate literature.


Kaupthing Singer & Friedlander’s real estate business was
given a single, consistent voice and the company was able
to strengthen its position within the UK property market

results
Kaupthing Singer & Friedlander’s real estate business was
given a single, consistent voice and the company was able
to strengthen its position within the UK property market.
The new ‘entrepreneurs welcome’ advertisements
consistently generated higher numbers of sales enquiries
than previous advertising campaigns undertaken.

signature
challenge
The ‘Assisted Living for the Elderly’ market is young but fast growing,
and Signature is a relatively new player. The company is positioned
at the top-end of the market competing directly with market
leaders, Sunrise Senior Living and BUPA. One of the company’s
key challenges is obtaining sites in key locations, often in direct
competition with more established players.

solution
Signature turned to Response, the agency that was largely
responsible for establishing the Sunrise brand within the UK market.
With our knowledge of the market and the key media, we developed
a press advertising campaign to build the Signature brand and
create site opportunities.
Our approach recognised that the criteria for potential sites are
driven by the demands of the eventual residents. Consequently we
featured elderly individuals as the ultimate arbiters of site selection
(as opposed to Signature or the planning authorities) giving them
an active, choosing role in deciding whether a site is good enough.


The client is confident he has a campaign
that will allow him to build his brand, grow his market share
and take on the market leader

results
The resulting campaign is impactful and distinctive.
Responses even at this early stage have been excellent.
The client is confident he has a campaign that will allow
him to build his brand, grow his market share and take
on the market leader.


Contact us

John Woolcock Chris Cullen Paul Davis

Lyn Thompson Sheldon Charach Michael Gbadebo

response worldwide

27 Soho Square
London W1D 3AY
+44 (0)20 7543 6868
chris@responseworldwide.co.uk
www.responseworldwide.co.uk

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