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WORK/Branding/Property Care

Bang’s Brand Truth™ research confirmed
that Housing Plus’ sector-leading property maintenance division could generate significant additional revenue for the Group
by selling its services to other providers.

The division was viewed as an internal Housing Plus service by the rest of the industry, and had no recognised name or identity, making new business extremely
hard to generate.

ROK, Lovell, Cannaught and Keepmoat Logos

Brand Truth™ revealed healthy market demand for Property Care to attack. However, the research also revealed a large number of existing suppliers were dominating tender opportunities.

Bang developed an ethical, socially responsible brand to compete directly
with the DLOs, and layered in technological savvy and efficiency that surpassed many larger commercial operators.

Property Care Logo

In a climate whereby customer perceptions
make or break contracts, Bang also ensured that the division’s sector leading 97%+ customer satisfaction rating was central to the new brand.

The ethical, supportive, straight talking brand name became ‘Property Care’.

Property Care employee holding a 97% satisfaction sign

With everyday customer contact, the ‘man and his van’ would be the gatekeepers to the brand’s success.

We developed an internal communications programme that engaged staff through workshops, consultation exercises, and experiential marketing activities generating 98.1% support for the new brand at launch.

Property Care branded Van

Property Care’s business continues to grow – and now provides maintenance and repair works for some of the Midlands’ leading housing providers, including Bushbury, Midland Heart and SSHA.

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