When established family-owned estate agents Follwells needed to propel their business in a competitive climate. We were convinced that an integrated marketing campaign and brand revolution would secure their business objectives.
The business was built on word of mouth and a reputation for quality service and attention to detail. With a change of ownership came an opportunity to develop. So Follwells came to Starbots to future-proof the business. Which resulted in a new visual identity, including logo, for sale signs, brochures, flyers, infographics, online content, and stationary. As well as a new marketing approach.
Understanding their business objectives helped Starbots to take a 360-degree view of how design, marketing and digital could make an impact. Revolutionising their brand was just the start and, from internal communications and digital activity, through to the customer journey, Starbots have worked with the team to support their growth in market share.
Visual identity and Customer journey
We analysed Follwells entire customer journey. Begining with the moment a prospective client engages with Follwells through to completion. From this, we engineered the way the brand needed to be communicated. Both visually and verbally. The key was making every touch point of the brand reinforce the leading service the estate agent is known for.
The new brand quickly established the new look and feel of Follwells. With the new visual identity positively contributing to the identity and experience of the brand by their customers. Ensuring brand consistent across key customer activity and campaigns. Which continues to be developed with each new campaign.
Content within email campaigns, social media, and the website was also important. The brands messaging, tone of voice and style of content helped to keep the conversation fresh with existing and prospective clients. All of which helps to position Follwells as friendly, expert and first-choice within the property market.
Follwells new identity rolled out perfectly, immediately supporting their business development strategy. And crucially the new look didn’t alienate their existing customer base at the expense of a new audience. Rather the brand revolution clearly set themselves apart from local and national brands.
Our attention to detail has ensured that the brand and associated shifts in tone, messaging and style, have filtered across the full range of materials and channels. Including internal updates, advertising, stakeholder communications and the physical identity of their offices.
We are happy to report that the business continues to go from strength to strength. Bucking both local and national sales trends.
“As a team they offer so much more than just creative design, taking a holistic approach to consider how one single design element of sales collateral fits with our strategy, message and customer journey.”
Tom Follwell - Managing Director, Follwells Independent Estate Agents