Building reputation and brand to overtake the competition

As a challenger brand, Maddisons Residential are shaking up expectations and experiences of estate agency – for the better. But they needed a coherent strategy to raise awareness and instil confidence among target sellers and landlords, especially in the face of established competition from national brands.


NO 1

Agent for properties with 3+ bedrooms in target area

Direct, organic and social traffic to website

Social followers and page impressions

The Challenge

Operating in a saturated market, Maddisons Residential had grown successfully through organic word of mouth. But to take the business to the next level, the stretched directors needed support to accelerate brand awareness and shift perceptions of them from an interesting alternative to trusted property partners. 

marketing PR strategic counsel expertise Kent Sussex London

The strategy

To support sustainable business development, it was essential to shift the brand away from a personal founder brand and instead message the expertise of the team. Emphasising the breadth and depth of experience that cumulatively creates superior, bespoke property marketing enabled us to align the messaging to address the expectations and concerns of the target audiences of sellers and landlords with higher-value properties and portfolios, who more naturally tended towards the established, national brands.

The revised messaging was rolled out across a multi-channel marketing and brand strategy that encompassed local press and PR, sponsorship, SEO and digital marketing to improve organic search, advertising and partnership marketing to increase direct leads.

The outcome

Maddisons Residential has become one of the most recognised brands in its target catchment area, securing the position of the most dominant agent in Tunbridge Wells for properties with three bedrooms or more, gaining traction in new residential areas, hitting record property sales and increasing its lettings portfolio.

Messaging the expertise of the wider team and the robust quality control processes has supported the development of the business model, enabling the brand and the expectations of clients to evolve beyond the founder to provide the foundations for sustainable business growth.

marketing PR strategic counsel expertise Kent Sussex London

Go deeper

For a deep dive into this project, read our full overview