Home Partnership
A full marketing audit and six month plan for a Chelmsford estate agency
Sales, lettings and mortgages under one roof, with a reputation far stronger than the marketing around it.
What sellers and buyers actually want from an agent
These findings shaped the plan, so Home Partnership could adapt their marketing to match what people genuinely look for when choosing an agent.
- 91%
- of sellers rate agent performance above fees (industry research)
- 87%
- prioritise clear, responsive communication (industry research)
- 6 months
- of prioritised activity, mapped week by week
The brief
Home Partnership are a long established, highly rated Chelmsford agency covering sales, lettings and mortgages. The service they give is excellent. The external presence around it was not keeping up.
Marketing was inconsistent, visibility was lower than it should have been, and competitors looked bigger simply because they were louder and more consistent digitally. Several genuine differentiators were barely explained anywhere.
What I did
- A PESTLE review of the political, economic, social, technological, environmental and legal forces shaping the local property and mortgage market.
- Industry research into what actually drives vendor choice, rather than what agencies assume drives it.
- Competitor benchmarking, including organic and paid social activity.
- Position in the market across both sales and lettings.
- Brand messaging and value proposition analysis, plus competitive advantage mapping.
- Social listening across review platforms, with the positive and negative themes pulled out.
- A vendor journey evaluation and a full SWOT.
- Buyer personas across sales, lettings and mortgages, with a cross-generation summary.
- Content pillars mapped to those personas.
The result
- Key findings with a clear repositioning direction, platform-specific content pillars and a four week content plan.
- Recommended tactical activity across website, valuation proposal, signage, email, SMS and automation.
- A prioritised six month roadmap, sequenced so the highest impact fixes come first.
- The outcome is a practical plan the team could act on immediately, rather than a document that sits in a drawer.
This is strategy and audit work, so no performance percentages are claimed. The figures above are industry research, clearly labelled as such.
We used Sarah Ward for some extensive deep diving on a marketing plan. She was professional and very thorough. I would recommend for sure.
Could your marketing do with this kind of attention?
Tell me where you are now and I will tell you honestly what I would do first.