Ready to Build a Brand That Connects?

In today's property market, true success goes beyond bricks and mortar. Discerning buyers seek a sense of belonging, a vibrant community, and a brand that reflects their values.

Frost is here to help you forge those connections. We partner with property developers and marketers to craft compelling narratives that resonate with target audiences.

In this edition of Frostbite:

• The Evolving Landscape of Property Marketing: Learn how to connect with today's emotionally driven homebuyers.
• The Power of Social Value: Explore the growing importance of social value in property development.
• Case Studies: PegasusLife & Radian See how Frost Creative helped our clients achieve significant results.

Marketing: More Than Just Selling

“Marketing is the management process for identifying, anticipating and satisfying? customer requirements profitably.”

Sometimes people assume marketing is just about advertising or selling but it is not the whole story. Here The Chartered Institute of Marketing delve in a little deeper.

Here are the key takeaways:

• Marketing is a core business function: Effective marketing ensures companies understand their competitive landscape, target the right audience, and deliver the right product at the right price and time.
• Marketing goes beyond traditional tactics: While advertising and promotion are part of the mix, marketing encompasses the entire customer journey.
• Strong marketing skills are essential: In today's competitive environment, companies need skilled marketers who can attract and retain customers, drive sales, and ultimately generate profits.
• Unconscious marketing exists: Even small businesses often engage in marketing activities without formally recognising them. These activities, like understanding customer needs and developing new products, align with the classic definition of marketing.
• A structured approach is key: As businesses grow, relying on intuition alone becomes less effective. A formal marketing strategy ensures consistency and allows companies to capitalise on new technologies and market trends.
• The 7Ps of Marketing: This framework helps businesses plan and execute their marketing activities. It considers aspects like product, price, place, promotion, people, process, and physical evidence.

The Central South: A Region Poised for Growth

This article highlights the economic potential of the Central South region in the UK, comprised of the major urban centres of Southampton, Bournemouth, Christchurch and Poole (BCP), and Portsmouth.

Key points:

• Strong population and job base: With nearly 950,000 residents and 495,000 jobs, the Central South boasts a robust economic foundation.
• History of competition: Despite their proximity, these urban centres have traditionally competed rather than collaborated.
• Under-developed potential: The region possesses significant assets but hasn't fully capitalised on its collective strengths due to a lack of regional identity.
• Education as a driver: A thriving educational sector with six universities and 83,000 students positions the Central South for future growth. Retaining these graduates is a key challenge.
• Economic diversification: While the region excels in healthcare and marine sectors, it has ambitions to expand into high-value industries like professional services, science, and technology, potentially attracting talent and reversing brain drain.
• Strategic advantages: Freeports, excellent transportation links, a skilled workforce, and a high quality of life position the Central South for significant economic development.

Delivering Social Value: Strutt and Parker ask the question “Why is social value important for land and property?” This briefing note provides insight into why social value is important, how to quantify it and how to improve social value across rural and commercial property.

Striking a Chord: Connecting with Homebuyers in Today’s Market

Today’s homebuyers seek more than just bricks and mortar. They crave a sense of community, a connection to like-minded individuals, and access to enriching amenities, They yearn to understand the values of those behind the development, seeking a shared vision for their future.

Appealing to the heart is crucial. Home purchases are often emotional decisions. Tap into that excitement and weave it into your marketing narrative.

PegasusLife embodies this philosophy, curating communities that resonate with their residents, fostering a shared purpose and connection. At Frost we wove this compelling narrative throughout the literature at every touchpoint.

You can see some of our work here.

The Impact

• We saved PegasusLife in excess of around ￡100,000 of ongoing creative fees
• Improved their in-house studio efficiency by 18.5%
• Increased brand awareness nationwide for PegasusLife.

Building a brand that people wanted to live in.?

When Radian came to us, its SMART private rent brand wasn’t performing. Our first step was to rethink the brand proposition, simplifying core messages and creating a more engaging, inspiring way to tell SMART’s story.

Since the campaign launched, we’ve delivered:

·??? +39% phone leads & +25% website leads

·??? 210 viewings led to 91 reservations, beating the 35% target by almost 10%

·??? Surpassed all KPI targets by 11%

·??? ROI on design investment within 6 weeks

We hope you found this edition of Frostbite informative.

Contact us today and discover how we can help you build a brand that people want to be a part of.