Don’t be square – think like London Square
How important is a launch party? Very important, declares Rebecca Littler, London Square’s sharp and innovative head of sales and marketing. As well as giving staff something to work towards, she believes an ongoing series of launches can help build momentum for a scheme. Well, the momentum was certainly
ramped up at the recent launch of London Square’s newest scheme on a two-acre site on Fulham’s Farm Lane. London Square has to be one of
the coolest property brands around, with its simple purpose to build a sense of community. Most of the schemes use the traditional notion of building round a communal garden square – an old concept, a bit like grammar schools, that we all wish had never gone out of fashion. Now with this ‘living on a square’ notion very much back in vogue, London Square’s launch of 40 smart, family-friendly townhouses designed by Assael Architecture round a communal courtyard (with ‘like gold- dust’ parking underneath) went down
so well that nearly half the homes are already reserved.
“There’s been a great deal of interest from residents in Kensington & Chelsea who want to move over to Fulham, as there’s nothing like this in the Royal Borough,” Littler explains. She says expats wanting a part-time base in the capital are also keen, as are investors and downsizers. Because so many people are buying the townhouses (starting at £2.6m) off-plan, Littler thought it vital to produce high-quality CGIs and a substantial hardback brochure. “The brochure’s a calling card for the brand,” she says. “A show home will be ready by May or June, so, meanwhile, they can have something to take home with them. We’re asking people to part with a lot of money, so they need a generous book to examine at their leisure.” She adds that a good brochure
makes it easier to look at plans too. “Often, they’re not very clear when you print them from an online source. And, besides, a lot of people don’t even own printers these days.”
London Square’s advertising split between print and digital is roughly 60/40, reckons Littler, while some publications are getting a print/digital double-hit. “For instance, we’ve advertised in the print version of The Sunday Times, along with the iPad edition. That’s something we wouldn’t have even thought about five years ago.”
The trick is to build up your brand, but still be flexible when it comes to each individual site. Littler looks at every scheme in a different way. London Square hosts a Facebook page, but has avoided tweeting. “I think we’ll do more social media in the future, but a lot depends on the actual site we’re promoting.” With more developments planned
next for Putney and Richmond that means more launches – and new ways to get the word out about London Square’s high-end products. With such a tightly defined and easy-to-understand brand that’s executed superbly, I’m sure there will be many more London Square launches to come.
Cheryl Markosky can be contacted at
cheryl@elginmedia.com 86| January 2014 showhouse
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