ICG has worked in the new build sector for over 20 years.
Make yourself at home with ICG
The home building sector is fiercely competitive, so how do you ensure your development stands out from neighbouring sites?
ICG is a strategic marketing agency with extensive experience across the home building sector, from bespoke apartments to exclusive developments and family homes.
We specialise in creating and delivering effective marketing campaigns that keep your development top of mind for your target audience.
Changing trends and customer behaviours
Whether you have a single site or multiple sites regionally and nationally, it has never been more important to create compelling marketing narratives that really plug into current trends and feelings.
From home-office spaces to environmentally-conscious heating, it is important to create customer communications that are relevant, engaging and informative.
As a dedicated marketing partner, we help home builders reach out to buyers from all demographics – understanding the challenges and barriers and how to overcome them.
In a rapidly changing economic environment, we help clients react quickly to changing market conditions such as interest rates, incentive schemes and updates to government regulations.
Emotive marketing materials that sell homes
With towns and villages competing for the same prospective homeowners, cutting through the noise to achieve ‘stand out’ is not always easy. A good marketing agency will work hard to understand your target audience and demographics, local and regional market conditions and competitors.
At ICG we support everything from top level marketing and brand strategies to show home launches and seasonal campaigns. Creating a consistent look and feel across all your customer touch points is vital.
Both in the physical and digital worlds, ICG steps through the keyhole to deliver emotive marketing materials that sell homes and engage with people from the very start of the customer journey.
We commission impactful photography, design aspirational literature and plan social content that educates and influences.
“It has never been more important to create compelling marketing narratives that really plug into current trends and feelings”
Julie Hackett – ICG
Enhance your digital presence
Reaching out to customers on Facebook for a last plot sale. Creating a seasonal Instagram campaign to celebrate Halloween or promoting virtual showhome tours via PPC advertising.
The opportunities in the digital world never stand still. Social channels continue to develop new functionalities that create exciting opportunities for engagement and conversions.
Websites are often the first port of call for fact-finding and to begin the long process of nurturing high spending customers. Delivering a strong user experience that is fully tracked, linked and packed with interesting and unique content will deliver a strong return on investment.
As your marketing partner, we can support digital marketing strategies; from Google search and display ads to creating animations, virtual tours, blog content and assets for third party sites such as Rightmove and Zoopla.
“How new homes are marketed has also been transformed, giving developers a multitude of ways to attract new buyers.”
Being part of the community
Developing strong community connections helps assimilate new build developments into existing communities.
Our work to support a leading house developer saw the team get involved with many community initiatives including a children’s Lego building competition at a local library and getting a new Parkrun off the starting blocks.
One of the highlights was the sponsorship of a local arts competition which coincided with one of the winners being featured on Sky Arts’ Landscape Artist of the Year.
Feedback and ideas from sales teams on the ground also led to involvement with music events, agricultural shows, Christmas carol concerts and youth football teams.
