Residential Edge is an independent property sales and marketing consultancy delivering bespoke and commercially driven advice to London’s residential developers.
Strategic sales and marketing advice
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
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:
Get a fresh perspective on your marketing materials and development proposition
Ensure you understand your buyers. Who are they? What do they want?
Work to exceed your buyers’ expectations and challenge the competition
Identify blocks in the sales’ process and plan for improvements
Build a resilient and bespoke sales & marketing campaign
6. Relationship Management
Get the most out of your professional team
7. Brand positioning
Ensure your marketing output is targeted at the right audience
8. Project management
Create momentum to implement change and drive innovation
9. Optimise Sales
Improve your sales pipeline and get it moving
Market commentary / Selling Strategies
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.
It’s a buyer’s market
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 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
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
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 furtherNiche 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.MHA
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