In business for 35 years, and with 7,000 homes current under construction in London alone, Ballymore are leading the way when it comes to this soft-sell approach in property—breaking new ground when engaging with customers and communicating in ways which extend way beyond more traditional marketing channels. And it's working - as they report forward sales this year in excess of c.£2.6billion, the company is punctuating the London skyline with projects such as Goodluck Hope, Embassy Gardens and London City Island - titles with equally inspiring marketing campaigns.

This marketing route moves away from taglines, likes and pins and instead towards an aligning of ethos and values. This shift shows a change in direction not only from the inspirational to the aspirational but away from celebrity endorsement - a well trodden marketing path that’s becoming vacuous and trite to today’s consumer. 

So how do they do it? To begin with, the entire Ballymore consumer experience is considered and each interaction designed to embrace and fulfil aspirations. Showcasing projects in stand-alone, stand out marketing suites which double as spaces to host events and experiences customised to customer interests is a mark of the companies' "genuine desire to connect", says Jenny Steen, Sales Director at Ballymore.

The full version of this article appears in Issue No. 2 of ALHAUS magazine.

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