The challenge

Focus Agency Group often works to find solutions to challenges that the client is already aware of. However, at other times they’re called to help explore, identify gaps, troubleshoot and propose solutions to help clients increase their impact and improve their appeal to potential residents or buyers. This can be at a regional level, or focus on specific developments.

Developers might come to Focus Agency Group to find out why their schemes aren’t performing, while competitors are making more of an impact in a specific local market. This requires the team at Focus Agency Group to understand the local landscape and identify themes, features and facilities that make a difference to customers. Gaining this understanding is critical, as it can identify areas a client could improve upon, but also things they do well that they’re not promoting as well as they could.

The HomeViews solution

The team uses HomeViews Pro as an easy, effective way to find the strengths of new developments, then compare them with other developments in specific locations. They can use the extensive library of HomeViews reviews to see how residents expect to use amenity spaces in an area or development. This type of analysis also allows the team to propose amenities and facilities that are less common, but that can give clients a commercial advantage.

Insights like these have recently helped Focus Agency Group to develop more effective campaign messaging and media strategies for leading BTR developers and housing associations. By identifying popular features and trends, and spotting currently unexplored opportunities, they can be more effective at reaching each client’s target audience.

By focusing on key differentiators between their clients and competitors in their local area or market sector, and featuring these in their own business development proposals and promotional content, Focus Agency Group has also expanded its own inbound enquiries and new business contracts won.

The result

The HomeViews Pro data dashboard is making a positive impact on the way Focus Agency Group identifies opportunities and develops effective campaigns for its clients. As Nicole Eve, Managing Director – BTR at Focus Agency Group, explains:

“The depth and granularity of the review data is a powerful tool in client discussions and campaign development. In a strong and competitive market, it’s helping us to keep things fresh with our clients, capitalise on gaps in current offerings and communicate the unique offering our clients can provide to potential residents.”