Belvoir Group plc creates new franchisee focused marketing & canvasing hub to enable their network to personalise their local marketing campaigns.
Belvoir Group plc
Belvoir are the UK’s largest property franchise group delivering residential lettings and sales, and property related financial services through 396 individual businesses nationwide. They operate through two divisions: a network of property franchisees and a network of financial advisers, which combine to support our customers throughout their property journey.
Belvoir
(Established in 1995)
Historically a lettings franchise, Belvoir now offers both sales and lettings services and has nationwide coverage.
Newton Fallowell
(Established in 1999)
Originally an East Midlands-based estate agent but, with the Goodchilds offices rebranding to Newton Fallowell, this network is becoming a leading property brand across both the East and West Midlands.
Northwood
(Established in 1995)
Northwood also started as a specialist lettings franchise but now has national coverage offering both sales and lettings.
Lovelle
(Established in 2006)
Originally a single office estate agent in Grimsby, Lovelle restructured into a franchise network in 2006 primarily offering sales.
The Marketing Portal
Why have we built it?
With the Belvoir Group of franchisees growing, Belvoir needed to replace their slightly outdated solution and replace it with one that provided each franchise owner with the ‘freedom within a framework’ that a modern franchise owner needs to enable them to be successful in 2021.
Obviously, a key benefit of becoming a franchisee of such a respected business is brand recognition. The continuity of brand across all branches needed to be protected while allowing the franchise owner the freedom to run their own business.
With close to 300 offices, across four brands, Belvoir needed a digital solution to marry central creative assets with local market execution. In addition, Belvoir wanted an online shop to house over 70 items of merchandise that can be picked, packed and distributed securely.
The solution
What have we built?
With each brand operating automatously, it was important to deliver four iterations of our Connects™ platform, one for each brand, and not one group wide solution. To do that we needed to extend the capabilities of the platform to accommodate merchandise and stock management. Precision Connects™ is highly adaptable and that is by design as when building it we used best in breed technology that could be interchangeable. This allows us to create tailored solutions for clients and to future proof our technology. As soon as a component become redundant or surpassed by new technology, we simply swap one for another.
In addition, Connects™ (as the name suggests) has been designed to deliver data driven local marketing solutions by hosting acorn profiled data on 27 million households. As well as being able to edit branded templates, the local branch can send highly targeted direct mail campaigns to their local audience.
Unlike many, captive audience platforms, the agent can choose to use the production capabilities of Precision (Precision operates a carbon neutral print and mailing house in Bury St Edmunds) or simply download the print file they have created and use a provider of their choice.
Artworks for social media campaigns can be created through the universal graphics engine (UGE) that powers the easy-to-use publishing software. And merchandise is ordered through the integrated online shop and stock management module that was created specifically for Belvoir.
Innovation as standard.
The Belvoir group will be the first to take advantage of introducing personalised and dynamic QR codes to their direct marketing campaigns. Each code is generated by marrying the address data of a local prospect with a URL, therefore taking the prospective house buyer/renter on a digital journey of discovery through their mobile phone. Every scan can be viewed in real time, via a Google Maps interface and qualified leads can be saved and downloaded by the local agent.
In Summary
Precision are delighted to have been given the opportunity to develop a central marketing hub for the Belvoir group of agents and in doing so, provide them with an easy-to use collection of marketing and merchandising materials online. This is just the start of a process to provide world class local marketing solutions to the Belvoir network, focused on each and every franchise owner and their local marketplace.
We chose Precision as they could provide the complete end to end solution. Acorn profiled data on 27 million households in the UK. Market leading, continuously evolving technology that is easy to use and focused on the franchise owner. A carbon neutral supply chain and flexibility for the agents to choose.
David Newton, Group IT and Marketing Director
Belvoir Group Plc.