 |
 |
 |
|
| Direct Marketing Association |
|
|
 |
Case Study
|
|
Background
Gascoigne Pees Estates offer the best of expertise in property services to sellers, buyers, landlords and tenants in London and the commuter belt. They have 40 specialist offices across South West London and Surrey. They cover the entire property spectrum from first-time buyer flats to large country properties with acreage.
Objectives
Gascoigne Pees run a very effective marketing campaign which generates thousands of enquiries and completed sales or lettings each week. However, each of these enquiries is a person, couple or family with particular needs and budget. Often, buyers know the street they wish to move to and so Gascoigne Pees needed a system of direct marketing which would
• Connect their buyers with owners of properties in target streets who may be considering selling their property in the near future.
• Be usable by different staff members across 40 branches, yet cost-efficient and with quick-response. |
Method
After liaison with branch managers, London Letterbox Marketing established catchment areas for each office and then sub-divisions relating to each of the sales team’s responsibilities.
Each sales area was mapped against the Royal Mail Postal Address File so that we knew the numbers of homes for each street within. The street data was merged with a sales letter template with full Gascoigne Pees branding and local staff contact details ready to go, but with space for particular needs of the buyer to be included as required. By simply e-mailing the specific requirements of their buyers and selecting the streets within their sales area, London Letterbox Marketing’s system generates a delivery schedule, the number of households and so letters required per street, then printed the correct number of the required letters. These are then delivered to the target homes in the target streets within 5 working days
Results
London Letterbox Marketing set up a canvassing letter system which could design, print and deliver bespoke letters from branch managers to homes in target streets around each branch.
The uplift in new instructions was 6.6% for 2010 versus 2009. There was no uplift in exchanged units, but the average house price rose by 22.5% as a result of targeting particular streets. This resulted in an uplift in commission per unit of approximately 14%.
Testimonials
Calvin Roake (Senior Area Manager - Gascoigne-Pees Thames)
“We approached LLM in 2010 with a specific requirement to find a solution for targeted canvassing for waiting buyers to specific streets within an area. The solution offered has been absolutely perfect allowing us to offer a bespoke home search service for registered buyers free of charge. The service is second to none and subsequently as a result we have also organised for LLM to do additional generic distribution as well as more specific targeted drops.”
Call 0208 940 0666
|
|
|
|
| © Copyright 2011 London Letterbox, All Rights Reserved. |
|
|
|