Posted:13-August-2009
Agency Express Franchise finds route to PR success
The value of PR to any franchise business, whether new or well established, cannot be over-estimated. Good PR generates exposure in the press and broadcast media, helping promote a business profile and build brand awareness – and, unlike traditional marketing, doesn’t cost a penny.
Agency Express (www.agencyexpress.co.uk), the UK’s largest ‘For Sale’ board franchise business, has recognised the benefits and is using previously ‘internal’ data to create a great news hook, winning column inches in both local and national media with their newly launched Property Activity Index.
The Index provides a national and regional picture of the housing market, based on the volume and activity of ‘For Sale’ boards, which reflect properties being put on the market, how long before they’re ‘sold’ and the length of time to completion.
Using the ‘real time’ data provided by franchisees across the country and working with Norfolk-based Kiss Marketing, Agency Express launched the Index in July and have already achieved significant exposure in the national media and trade press, helping strengthen their position as the UK’s leading ‘For Sale’ board provider. The benefits are double-edged - the coverage helps existing franchisees attract and win new business in their local area and also raises brand awareness of Agency Express across potential franchisees.
Stephen Watson, Managing Director, Agency Express, says they’ve been delighted at the positive reaction to the Index and believes it’s a great example of how a business can utilise internal information to generate external interest: “We record board movements and status as part of our day-to-day operations,” he explains “but only recently recognised the potential to generate positive PR out of it. Virtually every day, the papers are full of stories about the state of the housing market, based on traditional indexes from the big mortgage lenders and Land Registry. Because our information is based on ‘real time’ activity, it proves a unique insight into the housing market and the media have been quick to pick up on this. Packaging our information into the Property Activity Index has given us a distinctive edge that delivers benefits to both our core business and our franchisees.”
Agency Express was formed in 1998 specifically to provide a nationwide ‘For Sale’ board erection and management service for corporate and independent estate agencies via a network of franchisees. Today, one in four boards being erected and serviced by Agency Express franchisees.
‘For Sale’ boards can be seen on virtually every street in the UK and every one of these boards needs to be erected, changed to display ‘Sold’ and, finally, be removed at a time agreed
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