Case Study · Priors Hall Park
Taking Priors Hall Park from one house sale a week to one a day
Rebranding a 200-acre development and taking house sales from one a week to one a day
Increase in weekly sales
Increase in campaign traffic
Increase in website visitors
Property / Housing Development
Brand Strategy, Naming, Value Proposition, Integrated Media Campaigns, Photography, Video, Print, Website and Mobile, SEO, PPC, Social Selling, Signage, Marketing Suite, Sales Enablement, Stakeholder Communications
Responsive website, Interactive site map, Touchscreen marketing suite
Priors Hall Park is a large new community in Corby, Northamptonshire, set within around 200 acres of open parkland.
The development was refinanced in 2013, with 270 plots remaining in phase one.
Following the refinancing, the business needed to rejuvenate the brand, kick-start sales of the remaining 270 plots and raise awareness of the development locally. Sales were running at around one home a week.
Our brand review found that the development's strongest asset was its parkland. We renamed Priors Hall to Priors Hall Park and built a new value proposition around it: Park Life.
We then created a media campaign that ran for an initial three months to put the new brand in front of buyers.
Over the following 12 months we combined radio, print and digital advertising with a new website and mobile experience to raise awareness and generate an average of 25 qualified sales leads a week.
We renovated and redesigned the marketing suite, worked with a design firm on the show home, created new sales plays for the sales team, and rebranded site signage and hoardings. We also produced photography, a development brochure, video, and all the stakeholder, public sector and financial market presentations, keeping the Priors Hall Park brand at the heart of everything.
This laid the groundwork for introducing build partners Barratt, David Wilson Homes, Taylor Wimpey and Francis Jackson as dual-branded partners on site, with Priors Hall Park as the lead brand. It was a hard sell to national housebuilders at first, but they soon saw that Park Life could command higher prices than the local area.
The first three-month campaign alone moved sales from one a week to one a day, taking revenue to more than £1.25m a week within three months. Value followed: the price per square foot rose from £145 at the start to £240 by the end of 2016, and land sales rose from an average of £425k per acre in 2013 to £950k in 2016.
• Website visitors up 60%
• Price per sq ft up from £145 to £240
• Land value up from £425k to £950k per acre
• Average of 25 qualified sales leads a week
Increase in weekly sales, from one a week to one a day
Revenue per week within three months
Increase in campaign traffic
Origin took our weekly house sales from one per week to one per day. This increased our revenue to over £1.25m per week within three months.
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