Lime Property, Hull and Beverley
Client: Lime Property
Skills: Market Intelligence, content marketing, media relations, social media.
As Hull’s number one residential lettings agency, Lime Property wanted an end-to-end marketing solution that targeted its two main audiences; landlords and tenants.
But they didn’t want to just peddle marketing fluff. They knew that the only way to stand out from the crowd was to give those audiences valuable, helpful information and not just talk about themselves as so many businesses do.
Working with the directors, we defined their audiences and the best ways to communicate with them. We also decided on the best, most valuable, type of content for each
For landlords, we created an in-depth monthly analysis of the local investment market, detailing the best places to buy, including average house prices, how rentable they were and the average yield.
The report consisted of a written analysis of the market and how it had changed, along with an easy-to-digest infographic. The infographic was created for social media, which then clicked through to a web page which displayed the full analysis.
The infographic and analysis also formed the basis of an email marketing strategy and were sent out to Lime Property’s database of landlords and investors, given them valuable insight into which part of the city to invest in next.
This content marketing approach was supplemented with PR stories in the business pages of the regional media, with stories about Lime’s growth and innovative partnerships which enabled it to offer extended services compared with other agents.
We also regularly posted about the results of Right Move’s performance breakdown of local letting agencies, which often showed Lime at the number one spot.
The approach engaged the target audience by providing valuable market intelligence that helped in their investment decisions.
Ongoing PR told the story of Lime Property as a forward-thinking company that invested in people and tools to make landlords’ lives easier.
And the proof of this was the consistently high performance rating on Right Move, which conveyed further confidence Lime Property was the best agent to manage their portfolio.
Many of Lime’s tenants were young professionals living a city life, so using social media to reach them was an obvious choice.
Facebook was the most effective platform for this, as it had the most reach. So we ran a series of paid-for Facebook campaigns around star properties, which reached thousands of people. People tagged each other in posts and shared them, asking friends if they wanted to view them.
Lime also ran its own loyalty scheme, Lime Light, and we used offers associated with this to demonstrate that renting through Lime brought a whole series of extra benefits, such as discounts and special deals at restaurants, bars, and other local businesses.
Without fail, all the properties we featured were snapped up, as highlighting them to an eager audience created precisely the buzz required. That buzz carried over to over similar properties on Lime’s books.