July 2, 2020

How will house builders respond to the rise of the home office?

As the last few months have demonstrated, however, your home environment can make a big difference to your productivity. Cramped working arrangements and whole families tussling for space on dining tables has meant that many more of us are reassessing our homes and considering how we can carve out a ‘home office’.

This presents a big opportunity for house builders. The state of the housing market may still be uncertain right now, but it’s clear that there is a need for high-quality housing that addresses our need for spacious, comfortable and well-built home working spaces.

More than just a roof over our heads

The role of the home has never been more important. For years, busy professionals have had to endure lengthy commutes, with their homes serving as little more than dormitories. Location has been the watchword of the buying and letting market for years, as workers seek a home base close to important transport links.

But with more and more companies signalling no return to the 9-5 office environment, the time we spend under our roofs has increased considerably, and with it our whole sense of what we want from our homes.

Buyers and renters now need to know that their homes will offer them the space they need to get their work done. Whether it’s a dedicated home office environment, light and airy living spaces to get comfy with your laptop, or even a terrace for al fresco conference calls, housebuilders now need to highlight exactly what they can offer to today’s remote worker.

Home is where the heart is

Home is where the heart is

More than ever, housebuilders and developers need to be savvy with their marketing, emphasising the emotional pull of home and the impact of comfortable and well-designed environments on our productivity and wellbeing.

Whether it’s highlighting how different spaces can be used for home working, or showcasing how the whole family can find their own slice of peace and quiet within your properties, prospective tenants and buyers want to know exactly what your property offers to them in this new normal.

Utilise new marketing tools such as AR and VR to bring your homes to life, showing how different spaces can be used for family and work life. Talk to your customers about exactly what it is that they want from their homes. And be creative with design; the traditional family home as we know it has changed radically, and customers want to be inspired by totally new ways of living and working.

Challenging times provoke real creativity. As remote working becomes the norm and we start to use our home spaces differently, developers and builders will respond with innovation and creativity the likes of which we’ve never seen before.

We work with a number of property developers and landlords to creatively engage with customers and showcase innovation within the property sector. Get in touch with us on 0191 375 9150 to find out how we can work with you.

April 30, 2020

How to creatively market your property during lockdown

Social distancing means that your potential tenants or buyers can’t view your properties in the traditional way, but there’s still plenty that can be done to keep them interested and engaged with what you have to offer.

It’s true that life will probably never be quite the same again once this pandemic has passed, and the way that we live and work is likely to change forever. Flexibility will be the new watchword, as households and businesses look more closely at their daily habits and behaviours. The lengthy commute may become a thing of the past, as many workers are questioning why they spend so much of their lives travelling too and from work when they’ve found it perfectly possible to work from home.

This provides a golden opportunity for property specialists, both in the commercial and residential fields.

By creating spaces that meet this greater demand for flexibility and by demonstrating to your prospective tenants or buyers how your properties can meet their needs, you can engage with them in an entirely different way.

Showcase your flexibility

The market may be suffering at the moment, but the bounce back will happen. Businesses, individuals and families are always going to require property; many businesses may be downsizing as the economic impact of the coronavirus pandemic takes hold, but there will still be a need for physical space.

What’s more, MDs and CEOs could use the crisis as an opportunity to look critically at their business operations. Rent and property costs are often some of the largest outgoings for a company, and as leases come to an end, innovative property companies have the opportunity to get front and centre, demonstrating how their commercial property solutions can provide businesses with the flexibility they need.

The picture is a similar one for residential property firms. With multiple generations now sharing a roof under lockdown, families will be reassessing if their home gives them the space they need. Whether being cooped up in quarantine has made exhausted parents realise that they yearn for a bigger garden or a study to escape to, or adult children realise they need to fly the nest and set up their own home, it wouldn’t be surprising if many of us start ‘window shopping’ for new properties, browsing listings online to feed their dreams of post-lockdown space.

Stay connected

To encourage tenants and buyers in their window shopping, it’s more important than ever that you make sure your properties are being seen by prospective tenants at the right stage in their customer journey.

Keeping your property listings up to date, with well-optimised copy, high-quality photos and clear descriptions, is obviously critical. But there’s plenty more than can be done well before your audience gets to the browsing stage.

If you have a GDPR-compliant database, now is the time to make the most of it with original, authentic and engaging email content. Put yourself in the shoes of your tenants and buyers – what are they likely to be interested in right now?

Whether it’s inspiration for new home décor schemes to help while away the lockdown hours, or signposting vital government support to businesses, make sure you tailor your content to your audience. It goes without saying that all content should be sensitively written; we’re living through a pandemic, after all, so it’s important to check that all external communications are appropriate to current circumstances.

If you can provide your audiences with the content they need right now, this will not only position yourself as a company keen to help, but will also mean that you’re front of mind when your audience move on to the exploration and browsing stage of their property journey.

Think outside four walls

What about those tenants who are close to signing on the dotted line, but the coronavirus lockdown either ground things to a halt, or they’ve decided to press pause until economic conditions improve?

Or, how about those who have resolved to move on in their property journey once we’re through the worst, and want the experience of viewing a property from the comfort of their own home?

VR has come on in incredible leaps and bounds in recent years. An increasing number of property companies are offering virtual viewing to clients, allowing prospective buyers or tenants to explore properties 24/7. From headset ‘walkthrough’ experiences to 360 online tours, there’s plenty you can do to showcase your property.

Even for those properties still in the planning or construction phase – and even if work has paused for now – there is still value in offering a virtual experience. Investigate how you can use 3D imaging technology to reach your buyers and tenants remotely, to help keep them engaged and excited by the prospect of their future home or workplace.

Interested in using digital marketing and immersive experiences to connect with your audiences? We can help. We work with property companies across the residential and commercial markets, and are focused on engaging your future tenants and buyers. Call us on 191 375 9150 to find out more. 


Cool Blue is a full-service agency that pays special attention to the interiors sector. We make waves in the home and lifestyle world, whether by helping brands find new relevancy or supercharging their sales, our strategic expertise makes brands like yours achieve their goals.

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Lower Steenberg’s Yard
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T. 0191 375 9150