Breaking down the Allsopp and Allsopp strategy

If you’ve been in the #realestate industry (or in the UAE) long enough, you’ve certainly heard of the renowned Allsopp & Allsopp Group . Founded in 2008, the company is the brainchild of brothers Lewis and Carl Allsopp, who saw an opportunity to bring a traditional UK estate agency model to the UAE.

After a decade of continued success in the local market, in 2018 Allsopp & Allsopp even marked its milestone with a rebrand, where it revealed a smart, crisp new look and feel. But it isn’t only the modern approach that made all the difference. In spite of entering the market right before the recession, Allsopp & Allsopp grew leaps and bounds by becoming a ‘people first’ company, and continues to do so. As Jonah Sachs once said, “Your brand is a story unfolding across all customer touch points”, and Allsopp & Allsopp ensured that they connected with customers and team members alike.?

Challenge: Sailing Through Choppy Waters

Allsopp & Allsopp came into being when founder Lewis Allsopp quit his job as a developer with a real-estate-agency arm. Dubai was coming out of the boom, and he, with his brother, Carl Allsopp decided that it was a great time to launch their own real estate company. The day they received the keys to their new office, news about the 2008 Global Recession hit. With a great brand identity and launch in place, the real big challenge was to position themselves smartly and stay afloat on a ship that they thought was sinking towards rock bottom.?

Strategy

The Positioning

But as they say, fortune favours the brave. Instead of backing out during the recession, Allsopp & Allsopp positioned themselves as an honest, regulated firm that was here for its customers, no matter what. In the midst of an economic downturn, positioning itself as a brand that is strong and supportive worked wonders for the firm. While other real estate companies were focused on the big bucks, Allsopp & Allsopp had just begun from scratch and had nothing to lose. They began playing to their advantage - focusing on low overheads which brought in those who truly make a brand - its people.?

The Values

Allsopp & Allsopp is built on five integral values; namely, Dynamism, Strength, Progress, Alliance and Global. For any company, values are the pillars on which the brand builds itself. How it behaves within the company and beyond, how it acts towards achieving its vision, everything is tied in with the values it carries. For Allsopp & Allsopp, these simplified, clear values give its audience an instant idea of what the firm believes in and what it hopes to achieve.?

Becoming a ‘people’s’ brand

Since its inception, Allsopp & Allsopp proved to work in the best interests of society and the team, but the pivotal point in their journey seems to be the rebranding done in 2018 to celebrate the firm’s decade-long run in the real-estate industry. Noticing that a digital transformation had taken over the print-press, the brand evolved with a clean and fresh look which would be easy on the eye for all forms of media, print and digital. The rebrand also represented what is in store for the future of Allsopp & Allsopp. With the world becoming more tech-savvy, the firm wanted to be at the forefront by going digital and standing for what they believed in.?

Between 2018 and 2022, Allsopp & Allsopp was everywhere - billboards, new office spaces, digital platforms - attracting eyeballs and making themselves known in the industry and beyond.?

In 2020, the brand launched its podcast, Taking Care of Business, which hit all the right notes. The Allsopp brothers came across as experts in their field, covering various aspects of the market - highs and lows of the real estate industry, undersupply and competition, crypto and blockchain in real estate, and even personal goals to fulfil while investing in property. While some might debate that the topics are varied, Allsopp & Allsopp ensured that it leaves out nobody. Their success stories boasted of agents earning thrice as much and insightful chats and predictions gave real estate brokers the impetus to partner with them.?

Impact

The perfect mix

Allsopp & Allsopp brand archetype comes across as The Ruler, meets The Caregiver, meets The Everyman. Over the years, they’ve proved to be industry leaders ruling the market, while caring for everyone, their audience and beyond. A testament to this is the CSR activities they engage in and the initiatives they endorse. They say ‘Making a difference is in our DNA’ and abide by it, year after year. Their conversations on goals, life lessons, and real estate investment being everyone’s cup of tea is inspiring for many who dream of upscaling. With a tone that’s friendly yet to-the-point, Allsopp & Allsopp doesn’t just strive to sell property, but a lifestyle that both buyers and sellers love!

Allsopp & Allsopp also serves as a great example for holistic branding and marketing. With an all-round approach, the firm has focused just as much on its rebranding, as much as it focuses on its marketing activities and PR activities. For any company who has gone past the branding and launch phase, the next step is a smart PR strategy to build and grow brand credibility.?

What’s next

In its latest effort to make a difference, 2022 saw Allsopp & Allsopp changing the way it works. Following the pandemic, the need for a comfortable working atmosphere has become more evident than ever, so bearing this in mind, Allsopp & Allsopp launched its new office space with a coffee bar, a full-time barista, a multipurpose workspace and a DJ booth, that invites and encourages new talent every week.?

With innovation at the heart of the firm, Allsopp & Allsopp, today, has to its credit 23 international property awards and prides itself on driving success every step of the way, setting new benchmarks in the real estate industry.