How we built excitement in new housing

The Royal Arsenal in Woolwich, London once carried out armaments manufacture, ammunition proofing, and explosives research for the British armed forces. Since its closure, the Governor’s house and walled grounds opposite had been used for various, most recently as office space. Acquired by ASRA Housing Group, plans were successfully approved to convert the house into apartments and to build 13 mews houses within the grounds.

Our inspiration for the development’s brand was taken from the Georgian leaded windows above the door to the Governor’s House. We wanted something that tipped its hat to the site’s heritage and history. The fanlight worked perfectly. It smacked of quality, as well as legacy.

Our sales and marketing campaign included the creation of a partitioned website, divided between apartments for rent and houses for sale, complemented by marketing literature detailing the specification of properties. We negotiated with Tesco to allow us to promote the development in store, using branded pop-up banners, flags and flyers. We worked with the local press to cover the story of the development and first people to move in.

The result was that all properties sold off plan, with all apartments rented within one week of availability. Job’s a good ‘un.

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