rww a4 portfolio

property portfolio response worldwide

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

the property portfolio

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 Eventsfor 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?

We live, breathe and tackle these challenges day in day out for our clients. We’re specialists in brand strategy and implementation, both on and off-line. We’re experts at driving responses and creating sales pipeline, quickly and cost-effectively.

We’re hard to beat when it comes to buying space in the national, local and trade press. And in the fast-moving 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.

What makes us differentIt’s our talented people who make us what we are. You’ll always be working with experienced people, who can understand quickly what you want to achieve, and advise you intelligently about the best ways to achieve it.

And we all share a single, passionate aim – to deliver sales and long term business success for our clients.

And have fun doing it.

Our people



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

• Marketing strategy and planning

• Brand development and implementation

• Media planning and buying (national, local and trade press)

• Design of corporate and product marketing collateral

• Direct marketing inc. mailing services, fulfilment and call-centre management

• Media Relations

• Sponsorship

• Channel and affinity marketing campaigns

• Exhibition design and build management

Off-line• Digital strategy and planning

• On-line brand development and implementation

• Website design and build

• E-mail marketing

• On-line marketing (e.g. SEO, PPC)

• Content management design and build

• Contact management systems design and build

• Content generation

On-line


property portfolio response worldwideproperty portfolio response worldwide

Property marketing in the digital ageThe 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 already know. What I need to know is how to get the best from the web. How do I build traffic to my website and do it cost-effectively? And when I’ve got my visitors, how do I encourage them to explore my site? How do I keep their interest? How do I encourage them to come back regularly? And how do I turn them into customers? Should I ‘blog’ or should I ‘twitter’? PPC or SEO?

Response has helped many of its clients take that first step towards the new digital age. We have done all the usual stuff – built content managed websites for agents and developers, run e-marketing campaigns to build customer pipelines, created banner campaigns and put in place contact strategies to develop relationships. But we’ve also built bespoke CRM systems to help our clients manage their prospect databases; we’ve created 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.

What makes us different is that we’re property marketing specialists who understand the potential of the web and how to get the best out of it. We don’t just ‘twitter’ unless we can see the value it can deliver for our clients. We start from a real insight and understanding of your business and the industry in which you compete, before developing an integrated digital strategy best suited to delivering the results you’re looking for. You’ll find us surprisingly creative in the solutions we recommend and we make a point of always delivering but never overpromising.

One thing’s for sure – the parlous state of the industry, rather than slowing the move towards digital, is accelerating the rate of change. As property marketers you need to ensure you’re making the most of web technology to be more flexible, effective and targeted in growing your business during the slowdown. We can help you do that.

allsop


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


challengeAllsop is a firm of independent property consultants, established in 1906, providing a comprehensive range of commercial and residential services. Allsop is probably best known as the UK’s largest and most successful auction house.

Within the residential auction market, Allsop has established its reputation as the UK’s no. 1 through consistent investment in trade and regional advertising. In 1987 its first auction had 8 lots. In 2008 its auctions have averaged in excess of 500 lots per auction. The challenge has always been to manage the increasing number of advertisements within the same tight deadlines.

solutionFor the last 20 years Response has played an integral role in Allsop’s success within this market. As well as having unrivalled knowledge of the trade and regional press, we have put in place a seamless process for planning, booking, designing and supplying the advertisements within a 72 hour time slot.

resultsEven in these turbulent times when other auction houses have struggled to sell more than half their substantially smaller catalogues, Allsop goes from strength to strength. The UK’s leading auction house recently concluded a four day sale of over 1070 lots in just over 2 weeks, raising £97m overall with 91% of the lots selling unconditionally.

Demand for its services has increased and additional auction dates have been added. Response continues to play a key role and currently helps manage £1 billion worth of Allsop sales from both residential and commercial property auctions.

allsop - ham yard

property portfolio response worldwideproperty portfolio response worldwide

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

challengeHam Yard was a rare development opportunity to regenerate an underutilised but prime location in the heart of London’s West End, close to Piccadilly Circus and Shaftesbury Avenue. Allsop was appointed by the Vendor to manage the sale of this freehold site. 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.

solutionResponse recommended that the client cast the marketing net a wide as possible so as to generate interest from both UK developers known to Allsop’s but also from overseas developers encouraged by a favourable sterling rate. In addition, Response recommended a multi-channel campaign to build fast awareness of the opportunity, create an excitement around 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.

resultsThe campaign far exceeded client expectations. Hundreds of enquiries were generated including a good number of new enquirers from overseas. The sale went to sealed bid.

pierre & vacancessolutionWe recommended e-marketing as the most effective way to generate quality sales leads to feed the UK office. A target of 100 sales leads per week was set. We designed a template for the e-shots, researched lists of opt-in customers that met the client’s customer profile and put in place a rolling campaign to e-mail 50K consumers per month. Information gathered on each enquirer was extensive, including name, e-mail address, postal address and telephone number. This had the desired effect of reducing response rates (by sifting out the non-serious enquirers) but significantly increasing the quality of each lead.

challengePierre & Vacances is one of Europe’s leading providers of holiday property residences, combining property development and holidays. The company has built its reputation over 40 years. Although a major part of the UK business is repeat, there is an on-going marketing requirement to ‘feed the funnel’ with new enquirers in order to hit ambitious sales targets. Response Worldwide has handled UK press advertising since 2004, but in line with all press advertisers there has been a steady increase in the cost per enquirer. In the autumn of 2006 P&V turned to us for advice – how best to maintain the enquirer pipeline but at a more cost-effective level?


resultsThe 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.

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


kaupthing singer & friedlanderchallengeKaupthing, 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.

solutionResponse 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.


resultsKaupthing 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.

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


signaturechallengeThe ‘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.

solutionSignature 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


resultsThe 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

Lyn Thompson

Paul DavisChris Cullen

Sheldon Charach

response worldwide

27 Soho SquareLondon W1D 3AY

+44 (0)20 7543 [email protected]

www.responseworldwide.co.uk


Michael Gbadebo

www.responseworldwide.co.uk

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