Anthology is a residential development company with a very particular ethos: to put communities and local knowledge at the heart of each and every building project. Amber Pointer is Anthology’s Head of Marketing. Working in the property industry for nearly 20 years, Amber is passionate about design, brand and innovation. She enjoys a challenge and likes to find solutions that will ensure Anthology stay ahead of the game by doing things differently. We asked Amber for her key marketing tips.
1. Develop a strategy that fits your business
“We focus on telling stories by identifying local heroes who we can build relationships with so they talk positively about Anthology and tell their story, which is far more authentic than sales adverts within the press.”
“Our approach to marketing focuses on building awareness, place making and storytelling. It is an approach that goes beyond the physical development and embraces all that goes into making successful places. We focus on an ‘enhanced neighbourhood’ rather than a ‘new development’, which can only be achieved through the support of the local communities.
The team spend a great deal of time working within the local communities as this is the foundation of our marketing strategy. We focus on telling stories by identifying local heroes who we can build relationships with so they talk positively about Anthology and tell their story, which is far more authentic than sales adverts within the press.”
2. Get the most out of social media
“Through social media, we have increased our website traffic and search ranking. These channels also help us to benchmark against competitors, share content faster and easier, geo-target content and build new and existing relationships.”
“We also build awareness through our social media channels (@AnthologyLondon) along with regular engagement within our local communities, our customers and stakeholders. Social platforms are helping to provide us with valuable data about our potential customers as well as a cost-effective way to reach them. Not only can we gain valuable insights, but we are also increasing brand awareness, loyalty and engagement. We can run targeted adverts with real-time results, generate higher converting leads and provide a rich customer experience.
Through social media, we have also increased our website traffic and search ranking. These channels help us to benchmark against competitors, share content faster and easier, geo-target content and build new and existing relationships.”
3. Create distinctive content
“Interesting and consistent content is key. Our messaging is not sales led. We focus on adding value for our audiences such as through our buyers’ guide and creating short films from people in the local community so potential buyers can get a feel for what it would be like to live in the area. We share this footage to tell our stories and bring them to life.
We have multi-platform engagement where we have witnessed a significant rise in Instagram and Twitter followers. We post content and push sponsored posts out through Facebook and recently obtained a sale at our development in Hoxton via this activity.”
4. Position yourself as a community partner
“We always put our local communities first; Londoners make this City one of the finest places to live in the world and we always work closely with the local communities where we build our homes.”
“We always put our local communities first; Londoners make this City one of the finest places to live in the world and we always work closely with the local communities where we build our homes. For instance, in Deptford, we have sponsored the annual Deptford X contemporary arts festival for the past 4 years – one of the area’s most exciting creative initiatives. In Hoxton, we are involved with a series of events with various local businesses as well as hosting the annual Big Lunch event in partnership with Hackney Council and CETRA (Colville Estate Tenant Residents Association).”
5. Make yourself an authority on your business
“The team has a wealth of experience creating residential developments in London. At the heart of our approach is enhancing neighbourhoods, celebrating the people, their stories and the culture that makes the city such an exciting place to live. Our Anthologists have vast experience in all areas of this dynamic industry, including construction, land acquisition, design, development, contracting and marketing. But above all, our people are committed to innovation and customer service and it’s these elements that underpin the company’s ethos. We all take pride in doing things a little differently.”
Anthology on Dot London
“Our Dot London domain name has provided us with an opportunity to associate ourselves directly with London. This aligns with our strategy to build homes exclusively in London, across Zones 2-5, as well as our ethos to create homes and enhance neighbourhoods that inspire real life stories of people who, like us, are passionate about London.”