'New Homes Released' was the message in our latest project with Malcolm Allan Housebuilders as they launched their new Blackhall South development in Inverurie.
Several key messages were part of the advertising campaign which was built around promoting 'Modern living in the heart of Inverurie'. The 4 core campaign messages were:
- The secluded parkland setting for the development, just a short distance from the town centre and local transport links.
- Homes from £235,000.
- LBTT paid on all homes.
- £3,000 flooring package included.
Located in the center of Inverurie, the visuals for the campaign focused on the easy access the development has to all the great amenities Inverurie has to offer. With just a short walk to the town center, strong transport links, Primary schools and an Academy within walking distance and Garioch Sports Centre located less than a 10 minute walk, it is no surprise that Blackhall South is highly sought after.
The campaign focusses on two different housetypes, the Alder and Rowan homes which are included in the initial release at the development. These spacioous 3-bedroom homes come in a choice of mid-terrace, end-terrace or semi-detached options.
Our campaign was digitally focussed, starting with an e-mailer that was sent to all those who had signed up for updates to the Blackhall South mailing list via the Malcolm Allan Website. The campaign had an impressive 70.2% open rate with 42.6% of recipients clicking to learn more about the homes via the website.
The social campaign was launched with a video which was followed by supporting posts about the Rowan and Alder house types. Each post linked
to the dedicated Blackhall South webpage, with a call to action to book
an appointment with the MA Sales team. Targeted paid Facebook ads were
also used to complement the organic activity across Facebook and
Instagram.
Outdoor advertising took the form of a billboard location at Inverurie Train Station.
Existing PPC (Pay-Per-Click) activity through Google Ads supported the campaign targeting anyone searching for new homes in and around Inverurie.
