Case Study

Newsletters For Network Homes

The Aim
The construction of new build homes can take anywhere from months to years to ensure that the highest quality of product is delivered. With the marketing of homes often starting before homes are available to move into or even view, it is important to consider other methods to showcase the lifestyle that will be available and entice prospective buyers and keep them invested.

When marketing their new-build homes, we work with our client, Network Homes, to create colourful and informative newsletters for distribution to those that have a registered interest in the developments.

The Project
To promote the lifestyle on offer in and around a Network Homes development, we have created a series of newsletters. Providing an update to prospective buyers on the progress of the development and generating some excitement for what is to come, short newsletters can be an effective way to get homes seen and keep buyers engaged. Newsletters have featured a variety of topics including local news, upcoming events, invitations to the launch of the development and details of the specification on offer, but the photography and creative design bring the package together to create something that is appealing to the target audience.

The timing of newsletters can be targeted to coincide with key milestones in the progress of the site, whether that is to generate interest ahead of a launch, to promote a new phase or to push the final remaining homes. This can offer a well-timed boost to the marketing strategy.

Example: Newsletter for Evolution in Southall
We helped Network Homes create a newsletter for its Southall-based scheme, Evolution. Ensuring that this was kept short and to the point, we produced a four-page newsletter designed to reflect the other marketing materials being used to promote the development.

The front page of this newsletter uses striking imagery of the development to attract the readers’ attention. This sits alongside a brief update on the development, some bullet points of what makes the development unique and a short section of FAQs about the Shared Ownership scheme.

Inside, more striking images sit alongside information about the local area, split into sections through the use of key headings. Setting the scene for buyers that want to get a better understanding of where the development is, this is particularly useful for highlighting the area to those currently residing outside of the immediate vicinity.

The back page comprises expert commentary on the benefits of purchasing at the development as well as a quick 60 second interview with the Site Manager. Contact information, in this case, a website address, encourages readers to further engage with the development.

The Result
Commenting on the newsletters produced, Sarah McCarthy, Marketing Manager at Network Homes comments: “When looking for a new home, many of our customers are first time buyers so they like to have as much information as possible! What the development and property is like, how it sits within the wider community, how the sales process works and who will be dealing with the sale.  Working with The Oracle Group to create newsletters has allowed us to produce informative and engaging content that provides a holistic overview of all things that buyers might want to know. The design of the newsletters always complements the marketing brand, and it enhances / welcome addition to our suite of marketing material. We have now produced several newsletters with the Oracle team and believe that these are a vital part of our overall marketing, communication and sales strategy.”

We have produced several newsletters with the Oracle team and believe that these are a vital part of our overall marketing, communication and sales strategy.

Sarah McCarthy, Marketing Manager at Network Homes