CREATING AND LAUNCHING A LEADING PRS MARKET RESEARCH REPORT

Who they are

Sigma Capital Group plc is a private rented sector (PRS), residential and urban regeneration specialist with a focus on the delivery of large-scale housing schemes and a strong track record in delivering partner-led complex regeneration projects for Sigma market its PRS homes under the Simple Life brand.

1,366

PODCAST DOWNLOADS (AS OF NOVEMBER 2020)

122

REPORT DOWNLOADS FROM PAID LINKEDIN CAMPAIGN

30%

OF DOWNLOADS CAME FROM MDs AND CEOs

The project

Sigma Capital embarked upon its first market research project which examined the PRS housing market, delving deep into the minds and behaviours of its customers. The research was conducted through qualitative and quantitative research of 2000 participants and looked at everything from barriers to renting to where renters get their news from. Active Profile has been working with Sigma Capital group for more than 10 years. We were asked to take the in-depth data and create a large-scale, reader-friendly report, which summarised the data while also highlighting key facts and findings. In addition, Active Profile was asked to create a launch campaign to generate as much noise around the report as possible. Note: the research was conducted in 2019 – pre-COVID-19

Objectives

  • - Draft the market research report
  • - Align with a national media partner to launch the report
  • - Generate report downloads by key customers and stakeholders

“Active Profile’s support throughout the process of developing out the market research report has been invaluable. They understood what we needed from the outset and put the time and effort in to ensure that the report was an incisive snapshot of renter’s habits and in the UK in 2020. The team quickly adapted to the change in circumstances when the launch event had to be taken online due to COVID19 and presented us with several options, of which we decided on a launch podcast with Estates Gazette. Active Profile co-ordinated the entire process and made us all feel at ease when it came to recording our first ever podcast! We are really pleased with the result and the number of downloads the report has had to date.”

Vicky Hurcomb, Head of Marketing at Sigma Capital Group

The solution

Active Profile generated a 35-page research report, The Rental Experience: Setting the Standard, using Trinity McQueen’s data. A campaign was then created to launch the report, which included press releases, features, advertorials, paid social media and a launch event. Once the COVID-19 pandemic hit, plans around the campaign and launch event needed to be adapted quickly to make the event virtual.

Active Profile explored various options and along with Sigma, opted to launch the report with a podcast in partnership with Estates Gazette. Key industry players from Sigma, Homes England, Savills, Trinity McQueen and Ascend Properties sat around a virtual table, chaired by Estates Gazette’s editor Damian Wild, and discussed the findings of the report which was then published alongside print and online coverage.

The result

As well as the Estates Gazette podcast, which to date (November 2020) has been downloaded almost 1400 times, print and online coverage was secured in the national publication, alongside two pieces of advertorial copy. Place North West also published a thought piece about the findings, as did Build to Rent News. The press release about the report was published across other local media platforms and Sigma was invited by build-to-rent membership organisation, UKAA, to sponsor a News Buzz newsletter showcasing the report.

During a two month paid LinkedIn campaign devised and run by Active Profile, the report was downloaded a total of 122 times, many of those downloading were senior decision makers in key organisations like JLL, Cushman and Wakefield, Knight Frank and Manchester City Council.