Strategic sales and marketing advice

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Residential Edge is an independent property sales and marketing consultancy delivering bespoke and commercially driven advice to London’s residential developers.

At Residential Edge, the goal is simple – to understand each client’s development challenges, bring expertise to bear on the sales and marketing process and finally to create, tailor and deliver successful and resilient marketing campaigns.

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Finding the edge

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Residential Edge provides tailored solutions for all your sales and marketing needs. Each development project is unique, meaning that each sales & marketing campaign requires an innovative and individual approach. Services we offer include:

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1. Audit

Get a fresh perspective on your marketing materials and development proposition

residential edge analysis

2. Analysis

Ensure you understand your buyers. Who are they? What do they want?

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3. Benchmarking

Work to exceed your buyers’ expectations and challenge the competition

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4. Troubleshoot

Identify blocks in the sales’ process and plan for improvements

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5. Strategy

Build a resilient and bespoke sales & marketing campaign

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6. Relationship Management

Get the most out of your professional team

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7. Brand positioning

Ensure your marketing output is targeted at the right audience

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8. Project management

Create momentum to implement change and drive innovation

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9. Optimise Sales

Improve your sales pipeline and get it moving

For more information on up-to-date projects, follow me on    Facebook Page

Market commentary / Selling Strategies

Digital property marketing home selling tips

How Social Media is Changing Property Marketing

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Nearly every aspect of modern business has been disrupted by the extraordinary rise of social media.  Sales & marketing across all industries is in the throes of a digital revolution.…

Shoebox living: Should there be minimum space standards for housing?

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  Introduction to Space Standards for Housing: As the number of us who call this planet home continues to grow, those places we call home are shrinking. The UK has…
Off plan sales on new build apartment in London

What you need to know about off plan sales in the current market?

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In the last 10-15 years off plan sales of new build property in the UK have gone mainstream.  Previously limited to investors speculating on the property market, it is now…
New build London property landscaping in Rathbone Place

“Greening” Residential Developments – Landscaping Delivers Multiple Benefits

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The positive impact great landscaping has on property sales I recently attended a fantastic workshop at New London Architecture’s HQ on Store Street that brought together a team of experts to discuss…
e-mail and art of the sale

Has e-mail killed the art of the sale?

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Before the tech. revolution transformed estate agency in to the digital affair it is today, the phone was the most powerful tool in the agents’ tool kit. New instruction sheets…
Online estate agents digital sales & marketing

Why high street agents still have the edge over their online cousins

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When Sir Tim Berners Lee gifted everyone his invention of the World Wide Web 25 years ago, he could not have imagined its profound impact. Cost effective, lightning fast digital…
Real people behind statistics new build property in London

The real people behind the property statistics

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There are many organisations monitoring the vital statistics of the London property market that it is easy to forget what those numbers actually represent. Real people are disguised behind the…

EU impact on London’s built environment industry

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In this interview conducted by the New London Architecture I commented on the impact the EU had had on Britain's built environment industry. Content: "Firstly, membership of the EU has only…
high street estate agent

When bricks turn to clicks – the death of the high street estate agent

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Tough times ahead Last week Countrywide announced the closure of 59 local estate agency offices in its national network. Ostensibly this is an exercise to consolidate competing high street brands.…

Happiness and Wellbeing in the Built Environment

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Since the built environment has such a huge impact on people’s happiness and wellbeing, we need to focus on what constitutes a happy and healthy home.

These Q&A sessions with built environment professionals were designed to explore some of these issues and bring a happiness agenda to the development world of bricks and mortar.

Are you thinking of selling your property and worried about how the market conditions will affect the price?

Learn some trusted strategies. Click here for my e-book

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It’s a buyer’s market

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With transaction volumes down as much as 50% in certain areas of the capital and an oversupply of undifferentiated new build stock, buyers are spoiled for choice. More choice means:

  • Longer lead-times between viewing a property and deciding to buy.
  • More time and resources required at every stage of the sales process.
  • More time on the open market until all units are sold.

A challenging off-plan property market means you need a compelling aftersales vision for your development to assist with sales. Personality and brand vision can help buyers decide in favour of your scheme.

Buyer’s expectations

Buyer expectations are constantly shifting upwards: as a minimum buyers expect well-thought out services and facilities to be included in their asking prices. But in our sharing economy, buyers also want to feel part of a community with shared values and a residential vision.

Buyers expect an apartment to deliver not just bricks and mortar, but also an aspirational lifestyle to match.

More competition means every aspect of your marketing campaign must reassure the buyer that thought and consideration has gone in to the design and delivery of their new home.

Follow me on Twitter for updates on the market trends and analysis

Delivering difference

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A native Dubliner, I have been living in London since 1997 and working in prime central London property since 2000. I have enjoyed a very successful career in high-end property sales for leading London agencies Foxtons South Kensington, Savills’ Sloane Street and Carter Jonas’ Knightsbridge. In 2010, I made the transition from estate agency to development with a move to ‘golden post code’ developers Rigby & Rigby and then Northacre plc.

At Residential Edge, I have worked with visionary London developer Argent on Europe’s largest regeneration project at King’s Cross and with Lendlease on their exciting new scheme in Deptford. I have also assisted smaller niche developers with individual projects throughout London.

Sinéad Canning PhD

For more insight in to common sales & marketing mistakes, check out these additional videos on

As a new developer to the market, we needed an expert to review our marketing strategy and point out areas we had missed or hadn’t thought about. Sinead provided a depth of knowledge that gave us a far better understanding of the sales & marketing process, as well handling the agent selection process for us.

Vivant Homes

Sinéad’s depth of knowledge of London agency proved really valuable for Prime City. Her advice helped us instruct the right agent to sell our project. On top of that her understanding of what buyers look for in property helped us ensure that our marketing materials and brand proposition were on target.

Prime City Developments

Sinéad’s understanding of property marketing really helped Niche PRS define a marketing direction and brand vision for the future. We are really excited now to move ahead with refining our marketing messages further

Niche PRS

Sinéad introduced us to some new interior design companies we hadn’t worked with before. The result was three beautifully dressed show apartments by three different designers with a unique style tailored to each apartment. Sinéad's knowledge of the local market and further research provided an informed basis for appointing the most proactive agents for our development.


The most valuable aspect of working with Residential Edge for my business was the ‘Mystery Shop' service. I needed someone with an eye for detail and an objective point of view to objectively assess our sales & marketing campaign and help me identify the gaps. Sinead also has great experience in the London property market which was an added bonus.

Hoban Design

Sinead is articulate and engages well with the room, creating an interactive and friendly atmosphere. Her presentation is always well received because of her market insights and her depth of professional knowledge.

LendInvest Development Academy

Get in touch: Phone: 07739 413267 or

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