We have been working with Connect Estates for a few months, distributing leaflets introducing their new estate agency service.
This first phase of the leaflet distribution was successful, generating enquiries and raising the brand awareness of the business, the last leaflet drop, which was in the south side of Glasgow, was particularly successful, generating £1.4m worth of property listings!
While the original leaflet was well designed, it contained a couple of photographs that were not quite appropriate for the target market. We advised our client of our concerns and the changes were incorporated into the new leaflet which, we believe, played a large part in the success of the leaflet distribution in the South Side of Glasgow. For further information on designing effective leaflets, see our Help & Resources pages.
Before starting the leaflet distribution, our Connect Estates had done their research and was clear about the type of customers they were looking for. We were able to use our demographic software to match the type of people they were looking for and subsequently to identify the areas in which those type of people live. This allowed us to target the leaflet distribution in the correct areas – where their ideal customers were most likely to live.
In addition to identifying the correct areas for the distribution, we told our leaflet distributers no to deliver to certain types of properties, such as flats and houses that did not meet the client’s specification. This meant that only people in their target market received the leaflet which not only ensured that all of their leaflets were distributed to the correct type of people but also reduced wastage. It is our willingness and ability to refine our leaflet distribution to be this specific that sets us apart from most other leaflet distribution companies in Glasgow and the West of Scotland.
On the surface, the services provided by most estate agents are the same – the sell houses! It is, therefore, difficult to differentiate one from another, especially when entering the market.
Connect Estates found a unique and highly innovative way to differentiate them selves from their competitors. Historically, Connect were (and still are) a property management company which gives them access to property maintenance resources that many estate agents would not have. The challenge was to find a way to use these resources to support their estate agency business. Their ingenious solution was to offer prospective clients free house cleaning and garden maintenance until the property is sold when they list their property with Connect Estates.
In addition, their leaflet was highly personalised, taking the form of a message from Lorna. To enhance and support the promotion of a personalised service clients will be given Lorna’s personal contact details so that they have a single point of contact.
Company Name: 2112 Direct Marketing Ltd
Company Number: SC352956.
VAT Registration No: 971 0992 00