LIFEstyle by Equans, is a bespoke new-build developer that specialises in crafting mixed-tenure retirement living schemes. Their refreshing approach to later-life housing focuses on addressing the challenges of ageing and loneliness by providing residences that adapt to their residents‘ evolving needs.
The Problem: Their flagship development, Waterton Green, faced difficulties in selling properties during the later stages of development. These challenges were linked to two factors: First, there was a surge in the second-hand property market caused by the COVID-19 pandemic. Second, the project had a limited online presence on platforms like Rightmove, and the available photography didn't adequately highlight the unique features of the development.
Our Strategy: We set out to reinvigorate the brand by first updating the photography and revamping all social media pages. We removed any imagery of low quality and shifted the narrative from a sales-centric approach to one that aligned with their brand ethos: promoting an exceptional lifestyle experience. This allowed us to effectively target their core demographic of 55+ individuals. We transformed their Rightmove, Website, and On the Market listings with custom artwork and fresh imagery that exuded luxury and durability. To further boost visibility, we produced captivating traditional advertisements that seamlessly aligned with our social media campaigns.
The Outcome: The outcome was an overwhelming success, resulting in a significant surge in leads directed to the sales centre. The sales team was flooded with enquiries from prospective buyers eager to view the properties. Ultimately, all properties were reserved and successfully sold, generating positive cash flow and alleviating pressure on the senior leadership team.
"The Funnal team's exceptional dedication, creativity, and adaptability played a pivotal role in driving LIFEstyle by EQUANS success. Their ability to exceed expectations, build strong relationships, and deliver outstanding results in challenging situations was truly impressive. Funnal's commitment to meaningful communication and ethical objectives further reinforced our brand identity. A delight to work with, I wholeheartedly recommend them." - Moya Jones (Sales & Marketing Director)
