After reviewing the current collateral, researching the area and looking at the homes available, we identified three key buyer profiles along with locations to target. We realigned the sentiment and proposition statement and created a messaging strategy to fit the audiences.

As purchasing a new home is such an emotive decision, Medicine Man set out to evolve the existing brand language and create content that would better resonate with each target audience. It was critical that the new marketing and creative direction encouraged buyers to be able to imagine themselves in the lifestyles depicted through the visual language, the campaigns needed to connect authentically with an honest and attainable feel.

Our team introduced a supporting hand written typeface and a complementary warmer yellow colour to give a more personal approach and used imagery to further elevate the story.

Our marketing strategy was two fold – firstly getting people onto the database, and secondly keeping potential buyers engaged with relevant content throughout the lifecycle of their journey. As part of this, we created a standalone website (with CMS) that became the main hub for not only telling the story and displaying availability but tracking the results of our marketing activity. Our campaigns consisted of a mix of traditional print adverting (inc ads, site signage and station media) and digital (PPC, display ads, Rightmove banners and e-shots) all supported by PR and social. Working closely with the sales teams, we were able to turn ideas around quickly and target specific tricky plots or push incentives.