The recent decline in the UK housing market has been well documented. But at Clear, we’re big believers in being proactive, rather than reactive. You can either sit on the sidelines watching a situation unfold, or take control of events and start bucking the trend. Which is precisely what happened at the CALA Homes Hexagon development in Huddersfield. The first phase of detached homes at Hexagon proved a huge success, but then the recession started to bite and UK housing sales hit something of a brick wall. Leaving CALA, like other house builders, with lots of apartments to sell. Unlike other house builders however, we took a lateral view of things, formulating an innovative strategy to capture a bigger share of the market. Directly targeting first time buyers, we introduced a new sub-brand ‘Fusion at Hexagon’, incentivising buyers with a helpful First Start package, reducing prices and selecting a whole range of new first time buyer-friendly
media channels. The resulting ‘Launch Pad’ campaign sparked massive renewed interest. Sales really took off, leaping more than 50% in the launch period, and a few weeks later only six apartments remained. Which proves the point that to stand out in a crowded housing market, you have to produce work that’s truly outstanding.