Broadland Housing

Broadland Housing is one of the largest housing associations in the East of England. Its Canary Quay development was a relatively unusual blend of private buyer and public tenant homes, and we worked with them to identify a name, create the brand identity, marketing assets, and social media approach that found and converted prospects: including the website design and build.

Website

Simple and very effective, the Canary Quay website was intentionally designed to ensure clarity and ease when locating multiple apartment types across the scheme. 

The site itself started simply as a modern, high-quality brochure site. We blended the distinctive graphic elements of the visual identity with immersive mixed-reality CGIs and drone footage to create a sense of the location and scale of the development.

Once the first phase was complete and residents had moved in, we were able to open a ‘Meet The Residents’ section of the site, for prospects to hear authentic testimonial from buyers just like them. This not only supported conversion by bringing more emotive content to the site, but also gave another set of assets and a destination for paid social activity.

Video 

Once units were occupied we acquired a rich stream of buyer testimonials to use in social content, targeted at lookalike audiences across social. 

Virtual Tour Portal 

In response to the pandemic we rapidly developed a virtual tours portal to enable prospects to ‘visit’ show apartments without leaving home. We used Matterport to bring to life a full 360˚ experience, that users can navigate around in their own time.

Marketing Suite

The design and creation of an environment for buyers to visit is vitally important to the customer journey. From ergonomic planning to information display and tactile digital interactions, we revolved the Canary Quay marketing suite around the user and the sales agent. 

Social 

We’ve managed both paid and organic activity, targeting audiences to deliver qualified leads direct to the client.

“This was a great project, that allowed us to really leverage our knowledge of the social housing market and deliver an identity and assets that really stood out from the crowd, and positioned Canary Quay optimally to convert open market sales, affordable rent occupancy and shared ownership tenures,” says Steve Wisker, Senior Account Director.

As early as pre-launch, 720 leads were generated via paid campaign, with everything from photography and video to signage and brochures produced on time, and budget. 

“Borne is one of the most responsive agencies we work with, we have so much confidence in them, the advice and delivery is superb,” says Andrew Savage, Executive Development Director, Broadland Housing.