PR team: Third City
Timescale: September 2011
- To make In-Deed the most talked about new service in the UK property market
- To challenge the consumer 'inertia' that makes home-buyers default to the lawyer that their estate agent recommends
- To drive traffic to the site and boost Google search rankings for In-Deed.
STRATEGY AND PLAN
Third City worked with property experts including Phil Spencer to identify emerging trends. The team highlighted the growing number of sellers that accept an offer but subsequently decide to stay put - a trend that was termed 'gazanging'.
Research on 'gazanging' was seeded to key property bloggers and influencers and through Spencer's Twitter following. The full results were then released to the mass media fronted by Spencer, with consumers encouraged to discuss the issue under the #gazanging hash-tag.
MEASUREMENT AND EVALUATION
The story trended on Twitter, was retweeted by more than 650 people and appeared in newspapers including the Daily Mail, The Guardian, The Times and FT.
Google Analytics showed a thirty per cent uplift in traffic to In-Deed.net.