Brand humanisation campaign to place the people behind the business at the front of its promotion, building awareness and trust in their market.
In The Market
GHE (Global House Estates) is a London and Hong Kong-based estate agency specialising in the south and central London property markets. We’ve worked with them for over a decade, seeing them grow and expand into an overseas market and pivot during the pandemic, springing back strongly in its wake.
Over the years we have written two websites, brochures, exhibition materials, marketing emails, LinkedIn profiles, leaflets, their entire standard letter portfolio, and most recently we’ve been working on humanising their brand to manage the perception their landlord, vendor, tenant and buyer audiences have of their organisation.
We have gone about this through staff bios on online directories, LinkedIn profiles and, most importantly, long-form articles introducing the backstories for individuals from the team. These are 700 to 1,100 word pieces written about their lives, how they started out in the industry, challenges they’ve faced along the way and so on. Each required information gathering, staff interviews, writing, editing and proofreading.
Estate agency is a highly competitive market with a generally poor public reputation. We wanted everyone else to see what we already knew, after working with this company for so long, that they are an absolutely lovely bunch – dedicated, skilled and effective at what they do. By focusing on promoting individual stories the aim has been to build greater intrinsic trust in the agency.
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