ESPC - Driving engagement to deliver sales

'Property, done properly' campaign

BACKGROUND

Founded in 1971, ESPC offers property professionals an efficient and effective way to market property for sale in Edinburgh, the Lothians and Fife. It's a business with scale that experiences large levels of traffic to its website and app which is supported by a free weekly paper with a distribution of 25,000 its Edinburgh Property Information Centre that offers local knowledge and expertise.

OBJECTIVE

ESPC faced ever increasing competition from national rivals such as Rightmove and Zoopla, who had made significant gains in awareness. ESPC did enjoy good brand awareness so our brief was to focus on making a stronger bond with buyers and sellers to ensure the brand remained front of mind when considering moving house. With 83% of buyers moving from either an EH or KY postcode, we needed to reinforce the organisation’s position as the No 1 for property in East Central Scotland. 

WHAT WE DID

The new campaign was designed to create an emotional bond with women, who (through research) we knew were the key decision makers when it came to moving house. We also needed to emphasise the extra skills and services that make ESPC special.

Simply, if you want property done properly, all you need is ESPC. The campaign featured across all major platforms including TV, radio, press, outdoor, online, mobile and for the first time at Edinburgh’s international airport.

SERVICES USED

> Campaign creative
> Broadcast advertising
> Online advertising
> Out of home advertising
> Print advertising
> Video production

RESULTS

"There are 3 things that stood out when we appointed Flock and these continue to be the case. Firstly, we like their approach of a small core team that works with your business but they bring in the right additional expertise to meet the needs of the project. Secondly, their approach to developing the creative in line with the business needs and brand. Finally, a good group of people to work with who you can have an open, honest and collaborative chat with."

Marketing Manager, ESPC