Case study
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.
Snapshot
NO 1
Agent for properties with 3+ bedrooms in target area
Direct, organic and social traffic to website
Social followers and page impressions
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.
In three years, Sharp Minds have helped set us on a great course with our marketing and supported us coming out of the pandemic, to build a brand that is now well recognised in our local market. In the early days of our partnership there was much to do; strategies were formed, and new practices put in place to create a sequence of marketing outputs that have supported our growth. The effective relationship with our account manager kept momentum and activity on course and we now have confidence in implementing new strategies and techniques as we evolve.
Deborah Richards, Founder and Managing Director - Maddisons Residential
