A nostalgic niche for a
forward-thinking estate agent
In today’s crowded market it has never been more important to offer a genuine difference to customers. Highly competitive high street estate agency is under increasing pressure from the new wave of cheap online-only property services, so that difference has to be more than just price.
Regional high street agents Henry Adams have a rich heritage, industry-leading services and rave reviews, and they want to keep it that way. We were asked to design a campaign to redefine their difference, raise brand awareness and keep them moving forward. So what is unique value of their progressive approach? The answer is surprisingly traditional; good old-fashioned customer service.
By talking to staff and customers it became clear that Henry Adams set themselves apart by applying old fashioned customer service principals in their modern, people-centred business approach. The value to the customer is not a rock bottom price but brilliant service from friendly experts; they get what they pay for and more!
Our creative approach champions this unique human difference through a nostalgic celebration of a time when regional businesses and their people had a genuine human value and reputation within their communities. We photographed the entire Henry Adams team standing with pride and joy outside their local branches just like they did in the the ‘good ol’ days’.
The Good Old Fashioned Customer Service campaign gives Henry Adams a strong, distinctive and authentic brand value identity to stand by – one that’s validated by their glowing customer feedback. It has the flexibility to stand alone or integrate with other marketing messages across their digital and print channels.
Adding value to home valuations
How do you get a reliable valuation of your home for free? The highest price doesn’t always turn out to be the best price for you, so you need an expert you can trust. Someone who really knows the area and cares about being part of it, not just about their commission. Someone like the people at Henry Adams.
We set about understanding and defining the values that drive the good old fashioned customer service at Henry Adams to help them drive up home valuation enquiries. We needed a campaign to answer the ‘why?’ in ‘why choose Henry Adams? – so we began with the ‘how?’.
We worked with the Henry Adams team to define and visualise the shared beliefs and standards that make the real difference to the people they serve. Not highfalutin corporate buzzwords but the real, everyday culture that every person at Henry Adams belongs to and their customers trust. Then we built a digital, print and out-of-home campaign to bring to life their exceptional offering with warm and friendly messaging, authentic imagery and seven great reasons to choose Henry Adams’ home valuations with values.
