The process of procuring, marketing and selling homes has its challenges, but in the UK a shortage of buyers isn’t one of them. Of course there are times when economic uncertainty leads to a lack of buyers, but the current challenge is to meet the ever-increasing demand for properties.
What an odd start to 2015; the development industry has already had to deal with a Twitterstorm. The excellent Redrow was the victim, after releasing what I thought was actually a rather good video to promote one of their new central London developments. Forget your prejudicies and movie link-ins, the tone was ‘aspirational’ and no doubt aimed to attract successful city executives as purchasers. Properly briefed and pretty sensible I’d have thought, given that it’s bonus time, though in retrospect perhaps the creative treatment wasn’t quite right, but we often see that in advertising.