Approach to Marketing
Allsop can work with a multitude of brand and creative partners. We have showcased 2 brands that are completly different but created by the same agency. The same level of bespoke design would be applied to both assets.
Eda is our most recent BtR scheme to launch in Manchester. Allsop worked with the branding agency to create a white label service.
Approach to Marketing
Our Approach
Management requires comprehensive knowledge, expertise, and practical application of a complex and multi-faceted function. In order to optimise a management model, management should be involved from the early stage, right through to accountable delivery.
The success of a residential development requires a combination of optimum space/liveability design and appeal, combined with developing the right product at the right price point with built-in operating efficiency and product durability at every possible point. Marginal gains at every point in the use of space, design, product specification, operation and delivery model make considerable difference to the financial probity and ultimate performance of the asset. This is the value add that our 20 years of experience in large scale development management will bring to the process.
In order to be certain of making the most of the scheme it is vital to be well informed. It is Allsop's intention to make use of our expertise and services in the following areas:
- Demographic analysis and market research for locations and site opportunities
- Input on scheme layouts, mix, specification, staffing, rents, life-cycle, absorption, target demographic and operational insight for design decisions and value impact
- Advising on estate and FM strategies
- Developing and model operational budgets
- Scoping customer experience masterplan
- Scoping operational set up, additional revenues, services and amenities and procurement strategies
- Creating and advising on concept brand, product and service proposition and marketing strategy through to front end delivery.
Allsop are happy to help the client explore their options in terms of overarching corporate brand, individual branding for assets as well as any white label endeavor they might wish to explore.
How we market
Once the research has been undertaken, rental levels set, proposition established and client objectives known, we turn our attention to the marketing plan and campaign strategy.
We work directly with our in house marketing department as well as leading creative, marketing, PR and communications agencies to create, tailor, deliver and monitor bespoke brands and campaigns.
Click the poster below to see how Allsop took an existing brand and created various options for refinement, replacement and rebrand for an existing asset
In house capability
Allsop has extensive experience in marketing, brand positioning, and event management. Our in house team provides support to the various internal departments and therefore hold wide perspective on marketing tactics and event management. The team is supported by reputable external agencies which allows for expanded capacity as well as insight on leading edge industry trends, new technologies, channels and developments. They regularly produce collateral and a variety of marketing material for both the commercial and residential sides of the business such as brochures, e-campaigns, adverts, email shots, and web copy for both consumer and business audiences. They are well versed in facilitating brand identity for specific developments.
Our mobilisation and marketing team is also integral to the business’s event management, generation of ideas and concepts, coordination and administrative support which aligns well with resident engagement tactics and hosting onsite events. We see this team as integral to assisting in the marketing and support of resident engagement and it is our plan for our mobilisation team to spend time at site creating the lifestyle culture that all teams should aspire to.
Mediums
We typically use online mediums to advertise available property, using Rent Café, the leading distribution portals, as well as digital media advertising campaigns that focus on SEO activity and Google PPC.
We also consider print campaigns and other mediums and traditional PR channels, depending on the demographic, accessibility, timing and location. Online performance, enquiries, viewing statistics and customer feedback are captured and reviewed on a weekly basis so appropriate changes to strategy can be made.
Click the links below to see a typical Allsop design marketing portal for the 2 brands
https://www.edasalfordquays.co.uk/
https://www.theoctagonbirmingham.co.uk/
Letting and Leasing
Our approach to lettings and leasing is to make the process for applicants easy, transparent, convenient and enjoyable. We know the process, legislation and compliance ‘inside out’ and have the benefit of experience and ability to focus on the service element.
We facilitate all mediums of customer contact – virtual, face to face, email or over the phone. In line with consumer trends, we are moving more toward virtual services, however we value one on one customer interaction above all else. We like to get to know our customers and ensure they are well informed.
As mentioned earlier, we have invested in our Yardi platform, which we believe is a service differentiator over many, as a letting mechanism, and feedback from applicants has been very positive with 95% of online applications received being accepted and proceeding to move in.
The lettings and leasing process has several key elements and below highlights areas of particular focus and our approach.
Vetting
- We provide extensive amounts of information to residents to help customers understand the letting process including a detailed and branded residents handbook, requirements for references, financial commitment and what to expect
- We believe in a robust referencing process to manage risk and adhere to strict referencing criteria which we prefer to be above industry standard measures. Our experience tells us this stringent process results in low possession claims and minimal voids periods
- Criteria is tailored to client requirements, each development and project, and we generally advise criteria to be based on market rents and salary bands
- Visa and passport checks – The Immigration Act dictates that agents should now check for visa validity for the first day of any tenancy giving any PR the ‘right to rent’ – we prefer visas to span the entire length of the tenancy
- We generally use UK Tenant Data and Let Alliance for national / international referencing, however can and have used other suppliers
Letting
- We work with clients to create bespoke tenancy conditions and processes including tenancy length, break clauses, pre tenancy conditions, incremental rental increases for tenancies longer than 12 months, termination notices and guidance on possession proceedings
- We recommend longer term tenancies, where possible12-36 months and would caution the issue of licences over ASTs, except where an appropriate use is involved i.e. carparking lease
- We encourage robust processes for renewals and agreeing uplifts in rent; the process involves early contact with the resident, seeking advice and instruction from our client and / or agreeing parameters in advance. Renewal processes are driven through electronic document signing.
- We support transparent and fair increases (ie CPI plus uplift %) adding weight to being fair and honest and enhancing reputation
- We carry out extensive market research to ensure accurate pricing which in turn minimises voids and maximises returns
- We believe in maximising rents, however we also believe that higher occupancy in a shorter timeframe is more lucrative – you can never make up lost revenue due to vacancy, it is dead time
- Generally we prefer to set and agree rent tolerance levels in the vicinity of 3-5% so we are able to efficiently process and agree lets with applicants
- We believe long term relationship building equals long term tenancies, a low churn rate, high retention and ultimately a better financial performance and hence our ethos is to encourage our staff to get to know their residents and develop genuine ties where people care about each other
- We accommodate and encourage inter portfolio moves / support life changes – we are after all, creating a sense of community and people help each other in communities