Feature When refi tting on a budget it is essential
that the most is made of every penny spent and that each installation is just right. There are certain products and techniques that can quickly and not too expensively help change the appearance of an offi ce. Mike Simons has a few tips on how to achieve that wow factor by getting it just right, “The fashion of low level display (the last 10 years) allowing a view into the offi ce is changing to fi lling the windows with cables and light panels (what goes round comes round) so agents can more easily hide their interiors. Bright lighting of any type is also important. No good looking good if after dark you can’t be seen.” Gary Gosney points out that it is often the
simple or free things that can make all the diff erence. “Less is more, so open up the shop window and make sure it’s not full of stickers and mixed messages, these can easily be added to a pavement sign outside the offi ce. Once the window is clear, the correct lighting in your window will once again attract customers to the window. The sign above the shop front is the fi rst impression of the general public for your company, so if it’s tatty, out of date and falling apart then this will be the perception generation to the public so even if you do not have an expensive/ top spec sign, it should at least be in working order, clean and tidy.” It is very important for a refi t to eff ectively
allow for future proofi ng, meaning it can be adjusted to suit re-branding or expansion demands or just added to with extra funds.
Janice Fairfi eld says, “If you are looking at a refi t, it is important to have a clear idea of how you are going to use branding. You can keep this extremely simple by painted walls with logos to create a simple but a highly eff ective design. What we fi nd is that clients often sort out their colour schemes and leave the walls empty to start off with and then add interior displays, maps and internal digital signage at a later date.” Just because work is being done on a
budget does not mean that there should ever be compromise on vital components. If certain things are not done properly at the start a domino eff ect of problems can develop and haunt the offi ce with resultant expenditure, often far outweighing what it would have cost to get it right in the fi rst instance. Mike Simons explains, “In nearly all cases if an agent does just the minimum that’s all they ever do. The view being, if business is good they don’t need to do any more and if business is bad they can’t aff ord it. If agents want to lead the market they have to make a statement with their premises. Generally a ‘low rent’ appearance attracts low rents.”
“Clients often sort out their colour schemes and add interior displays, digital signage
and maps later.” Janice Fairfi eld Fairfi eld Displays
Fairfi eld Displays at Philip James and, inset, at the Property Shop.
CASE STUDIES
FAIRFIELD DESIGNS AND THE PROPERTY SHOP Background Fairfi eld worked with the Property Shop to develop a redesign that would fi t in with the agent’s new branding. The brief was to produce a design that interpreted Property Shop’s newly designed logo. The ultimate aim was to provide a strong and impactful introduction of the new branding that had been adopted by the business. The process In the fi rst instance Fairfi eld wanted to fi nd out the views of those people that really mattered and would ultimately decide upon its success – the customers. So market research was carried out on
Property Shop’s customers; they were presented with two designs with the one which proved the most popular being chosen and turned into a visual. The Fairfi eld consultant discussed a
number of ideas with the estate agent before taking away the information gathered and coming up with the design solution that would suit it best. The Outcome Clear acrylic hook on pockets were mounted onto walls; these allow maximum fl exibility when changing and updating properties. Dazzling LED Light Pockets were placed in the front windows alongside rotating pockets providing an easy clear view of the properties which are displayed. The client’s perspective Robin and Laura Seal, The Property Shop said, “Property Shop was about to celebrate a decade in the industry and we wanted to celebrate the occasion appropriately. We also wanted to create something that would take us into the next decade with a ‘bang’. Fairfi eld initially visited us on site. The
actual installation was very fast – in fact all the new displays were installed in less than a day. We are really pleased with the fi nal product
and we have had numerous positive comments on the new bold design and the colour scheme. It is most encouraging that so many people have made a special eff ort just to pop in and let us know how good they think it looks.”
MPL INTERIORS AND ROBINSON RESIDENTIAL Background An average month might see as many as fi ve new start-up estate agents seeking the assistance of MPL for branding and design. MPL encourage clients to think of their own company name – something really personal – but after that it’s MPL’s job to understand the individuality and tastes of the owners and create a brand identity and design for the offi ce that captures everyone’s imagination and suits the target market and available budget. This is exactly what happened when Robinson Residential opened for business.
38 ● September 2012 ● TheNegotiator
www.thenegotiator.co.uk
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