Project Title:

Researching office-based companies located within the Birmingham City Centre core to ascertain their property requirements and identify any specific interest for 37a Waterloo Street

Client:

KWB & Grenville Smith & Duncan on behalf of Gort Securities

Business Requirements

  • To market 37A Waterloo Street, a Grade II listed building located within the Birmingham City Centre core, directly to potential occupiers. Previously home to the Britannia Building Society, it has undergone major refurbishment transforming it into high quality office accommodation with excellent public caller access.
  • To research and create a customised database for ongoing use
  • To pre-qualify the selected companies and identify the relevant decision making contacts
  • To conduct telephone follow-up research

Project Outline

  • To obtain a good understanding of the property and the target market in terms of location, size and type of occupiers, and types of decision makers.
  • To source data to meet the specific requirements, combining external searches with our own unique in-house database.
  • To collate all the data into one unique database which, after being researched and validated, consisted of 126 companies and 150 decision makers.
  • To draft a letter for personalising to each contact, splitting the database between the two joint agents and then mailing with an accompanying brochure.
  • To conduct telephone research amongst the specific named property decision makers three days after the mailing has landed, to gain feedback on the brochure, ascertain their property requirements and identify any specific interest for Waterloo Street.

Project Outcome

  • All stages of the marketing activity have now been completed and the results reported to the agents and the developer.
  • The database is maintained within our in-house database for future direct marketing activities related to Waterloo Street.
  • The follow-up research generated a number of very worthwhile conversations, identifying seven local companies currently with property requirements, three in the early planning stage and four actively looking for property within the specified catchment area.

"What sets Carousel Marketing apart is their research-led approach towards direct marketing. They take the trouble to look at each property in detail and tailor their research and marketing activity to bring results."
Nigel Tripp, Partner, KWB