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Fletcher Homes

Repositioning of a luxury local housing developer

For 70 years, Fletcher Homes has been building luxury new build homes across Shropshire, and the surrounding areas. Since their beginnings they have become a well-known, developer, providing modern and stylish homes and apartments.

As their strategic marketing partner, we have helped to evolve the Fletcher Homes brand, making this more in-line with the quality of their homes. We have developed a suite of development brands to make Fletcher Homes recognisable throughout all their locations, establishing brand values, USPs and a tone of voice which has been applied throughout all marketing materials, including sales brochures, website content and their social media channels.

Plan.

We immerse ourselves in your world.

As one of Shropshire’s biggest developers, it was essential for Fletcher Homes to have an online presence that reflected their impressive reputation. They needed a rebrand to evolve their logo and wordmark, mixed with a stylish palette. To enhance this and stay in line with this ever-increasingly competitive market, they needed to invest in high quality media to help sell their homes and have a wide range of sales and marketing assets to promote the developments both on and off-site. As each development is unique to the area in which it’s built, they also needed a suite of developments brands and associated materials.

Create.

We collaborate creatively.

Branding

We inherited the existing Fletcher Homes branding, which had ‘Fletcher’ within a box with ‘Homes’ set away from this which created a disjointed logo. The existing colour palette included royal blue and gold, which gave a regal feel to the brand, with a traditional typeface.

Fletcher Homes didn’t want to move too far away from this, as the brand was well established within Shropshire so instead, we completed an evolution of the logo. We adopted a more contemporary typeface, including ‘Homes’ within the same logo lockup for a stronger logo mark. We applied a more muted colour palette, sticking with a royal blue, to make the developer look more modern and allow the brand to compete with larger developers within this competitive industry. To complete the suite, we also developed an ‘Exclusive by’ logo, to be used for Fletcher Homes’ Exclusive by developments. This included less blue with an emphasis on white and gold, to symbolise the high-end, more luxurious homes available to buyers.

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Development Branding

When we first started working with Fletcher Homes, they did not have any brand identity for each of their developments across Shropshire.

Following the release of their Shrewsbury site, Berrington Meadows, we evolved development branding we had created years earlier, using the first letters from the development name to create a sub logo. This was enhanced with a light blue colour to define the developments.

In 2022 we evolved the development branding further, introducing a soft meadow inspired colour palette that compliments the Fletcher Homes blue perfectly. Each development logo includes the first letters, as previous, but are enhanced with a soft pop of colour and the implementation of either a flower or leaf, which weaves from the letter. This means each development brand logo is fully unique to the location and USPs of the homes. This icon is still ‘housed’ within a box, which sits under the main Fletcher Homes branding.

“Reech support us by providing a one-stop marketing agency. The rebrand for Fletchers was important and was well received by customers who have commented on how different we look and how we match our larger competitors.”
Petra Cadman Fletcher Homes
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Colour Palette

We developed a soft but impactful colour palette with complementary colours that are reflective of those you would find in the Shropshire landscapes. Each colour was also chosen to work well with the Fletcher Homes blue and Exclusive by gold hues, acting as an accent colour within a selected development.

Typography

We have captured a wide range of photography and videography for Fletcher Homes, showcasing the stunning interior and exterior of the homes.

Enhancing the impactful show home dressing Fletcher Homes are known for, potential buyers can experience the quality of the homes through photography, video capture and 3D Virtual Tours. All media is captured to multi-purpose, used within printed materials, on the Fletcher Homes website and as part of their social media strategy for organic and paid messaging.

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Print is widely used within the housing development market and sales brochures in particular are a great sales and brand recall tool.

We provide Fletcher Homes with the design, copy creation, and print of all sales brochures for each development, adapting each to meet the unique selling points of the specific development and adapting content and layout as buyer trends and business objectives change. We’ve also provided Fletchers with other printed materials, including publication adverts, sales particulars and materials used by sales partners and within their own Sales & Marketing Suite.

Development signage can often be the easiest and simplest way to market your housing development – if the branding and content is right!

For each development, we provide Fletchers with a range of signage, including apex boards and hoarding to attract passers-by. On-site, we design and provide external sitemaps, sales suite site maps and property signs. To help evolve the buying process and marketing of the homes, new developments have introduced the use of QR codes within the on-site signs. Co-branded signs are also provided for developments that are in collaboration with local Sales & Letting agencies.

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We have been supporting Fletcher Homes with their website for many years, with two new website launches during our partnership (so far!).

The website has been designed, built, and maintained in a way to effectively showcase the homes available from Fletchers. Implementing their photography, development branding and content, the website has been created in a way to convert enquiries – and reservations – whilst also highlighting the many locations in which the developer builds. We have implemented a range of digital marketing tools and media, including 3D media, house tour videos and an interactive map to make it easier for potential buyers to see where their nearest Fletcher Homes development is. Goal setting and tracking of contact and appointment request forms also allows us to provide the client with thorough KPI tracking and data for future strategy planning.