Intercounty - Lettings Campaign Brief - Getting letting RIGHT.

Lettings Campaign Brief

For Launch w/c : 25th September 2023

Headline: Getting letting RIGHT.

Target audience: Landlords (non-customers and existing non-fully managed)

Website URL: intercounty.co.uk/letright

Time limit/end date: No specific date

Assets created:

• Window cards

• Canvassing card

A4 Portrait & A3 Landscape

A5 – order via PremCom

• Solus email Link to blog article

• Email newsletter Link to blog article

• Brand website banners

• Campaign landing page

Desktop/Mobile

• Blog article SEO optimised

• Social media Static image / Animated Reel

• Email signature banner

The campaign draws on insights from “Understanding landlord behaviour in the Private Rented Sector in the UK”, a research paper published in November 2022, which identified that:

• Quality of tenant is a priority to Landlords

• Peace of mind is a key benefit

• Landlords are looking to maximise investment and minimise the hassle

Visually, it uses diverse photographs (tailored to match/complement brand colours) of people representing the broad range of tenants out there, and how difficult it is to be able to identify which is the right one for a property.

With rents at record levels and many tenants struggling to find affordable properties, it was felt distasteful to focus on maximising profits, and we chose instead to promote fully-managed service, maximising peace of mind and minimising hassle for landlords.

The campaign is intended to start conversations, allowing agents to discuss key features including:

• Database of pre-qualified tenants

• Comprehensive tenant referencing

• Legal compliance with 170+ rules and regulations

• Hassle-free property management

• Online repairs and maintenance reporting system

• Track record & Google reviews

• Credentials – ARLA membership, TPO regulation

Campaign Overview Activity Timeline

Action points

The central marketing team will look after much of the campaign, but there are some actions required to ensure that the campaign has the maximum impact. These are outlined below: