Archant Hub spoke to Anne Bonnett from Ab Creative…

Which forms of media do you use?
I work on behalf of Bennett Homes, a luxury, family owned developer. Bennett Homes is based throughout East Anglia and primarily utilise local and national press, together with online property portals.
What makes for successful marketing?
Everything starts with a strong product and a well trained sales team. Product knowledge and the ability to convert prospects into customers is, of course, essential. 
In terms of the advertising, accountability is key. You can’t just put your finger in the air and hope for the best. We track responses to our campaigns on a continuous basis.
Targeting your advertising to specific groups using different messages and tactics is paramount. There’s no one size fits all. 
And, in the case of new developments where there could be anything from a one year to five year planning and development process, strong PR with fresh, new messaging and editorial is important. Local newspapers really help drip-feed these messages into the market.
How important is local media?
Our research shows people don’t tend to move very far. More often, they are simply looking to upsize or downsize and wish to stay in their local area. 
Local newspapers are therefore important in generating awareness. I’ve been working with Archant for ten years and have built up a trusted relationship both with the sales and editorial teams. We place advertising in the Eastern Daily Press, East Anglian Daily Times, weekly papers and EDP Norfolk magazine. 
The primary aim of these campaigns is to drive prospects online to find out more. 
Does it work?
Yes, the response data shows spikes as a result of local newspaper campaigns. We know that local newspaper advertising with Archant increases response. 
What advice would you give to estate agents regarding their marketing?How is today’s digital world changing estate agency?
Don’t try to do everything. Concentrate on the channels that provide the best response. Spend your budget where it’s most effective.
Be consistent with your branding. I prefer clean, bold, eye catching design and messaging. There’s a definite trend at the moment to show higher quality photography and more emphasis on interior shots that really draw people in.
Track your response levels so you can continuously monitor how hard your advertising is working for you. 
Be clear of your brand and what makes you stand out. Bennett Homes has been around for 70 years, has its roots in the region and uses high quality materials with strong links to local architects and craftsmen. This gives Bennett Homes a real point of difference which runs throughout our marketing.
And ensure your sales executives are well trained and can convey all of this so once the marketing generates enquires, your teams can convert.
To find out about our marketing opportunities call 01603 772186 or contact us
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