uplift in website traffic
innovative sales events
sales targets met
Berkeley Homes tasked Kallaway to support its major regeneration and placemaking scheme Oval Village, Vauxhall and Eden Grove in Staines-upon-Thames.
For Oval Village our campaign created demand for off-plan sales before construction began. By focusing on the architectural significance of the famous Victorian Oval Cricket Ground Gas Works, we secured national press coverage that reached 21m people and drove increased traffic to the scheme’s sales website by 147%.
Eden Grove in Staines-upon-Thames was a different challenge: In construction when the country was suddenly gripped by a global pandemic our goal was to position the development as an up-and-coming area in which to buy or invest. This was against a backdrop of uncertainty and concern around the London property market and media titles not prioritising property coverage.
To overcome this we undertook audience development research to identify the behaviours, attitudes and purchase motivations of Berkeley Homes’ target customers and the best ways to reach them given the national prominence.
Then we created and ran a series of online briefings for potential property owners and investors to learn more about Eden Grove and Staines-upon-Thames. We secured respected property journalist, Anne Ashworth, to chair the events as well as expert commentary from relevant local organisations such as the Staines-upon-Thames BID, the local council and RightMove. These experts provided local and market context that helped potential buyers choose Eden Grove.