Business challenge
Housebuilder Comer Homes briefed Words etc to write an advert promoting Royal Connaught Park, its new luxury housing development in Bushey, Hertfordshire. In less than 30 well-chosen words, the advert had to communicate the homes’ key selling points. Namely, that they are built on a redeveloped historic site, are extremely luxurious and within easy reach of Central London.
Solution
The headline summarised the upmarket development’s overarching proposition – ‘Historic charm meets luxury living’. Next, a sub-heading spelt out the other main selling point: that they are ‘Just 18 minutes from Central London’. Then, underneath, bullet points pulled out several of the development’s most desirable features:
- Set in 100 acres of private parkland
- Gym and swimming pool
- 24-hour security
- Inclusive parking spaces
- Courtesy residents’ shuttle to station
Results
Comer Homes repeatedly used the advert successfully in its target publications including The Sunday Times’ Home supplement, Optima magazine, the JC newspaper and the JC New Homes & Interiors supplement. Each time the advert was run, it stimulated enquiries from prospective purchasers attracted by the homes’ upmarket image and proximity to the capital. This meant despite their considerable price tag, the luxury homes in this latest phase of the development have been selling strongly.
