Gleeson Homes, Phoenix Meadows

Gleeson Homes launches brand refresh

Gleeson Homes, the leading high-quality affordable housebuilder, is delighted to announce the launch of its brand refresh, as part of its strategic focus on broadening its customer proposition and appealing to an expanding customer base.

Following extensive work with external agencies, including leading creative agency Focus Agency Group, and Hudson Sandler, its retained PR and Corporate Communications agency, Gleeson is now implementing new brand assets across a number of ‘live’ developments and all new future sites, including its signage, point of sale and wider marketing materials and a new positioning message of ‘Right where you belong’.

The refresh sees the use of more neutral and refined colours, a refreshed tone of voice and new imagery, all enabling Gleeson to expand the appeal of its homes to a much broader range of buyers with maximum effect.

Over the last decade, Gleeson’s core customer focus has been first-time buyers, a market historically underserved by housebuilders. While this market remains a key focus for Gleeson, the business continues to see increased interest from other areas of the market, including existing homeowners who may have previously bought from a more expensive developer but have been attracted by Gleeson’s high-quality and affordable product offering. For example, of Gleeson reservations in the last six months, 20% were buyers aged over 55 years old, representing a 10% increase from the prior year.

As part of these efforts, Gleeson is also investing in the performance of its marketing and sales teams, who interact with customers on a day-to-day basis, to ensure strong and consistent implementation of the new branding and enhanced offering This has included re-launching a customer-focused training programme, led by Gleeson’s recently appointed Sales and Product Trainer and Systems Trainer. This initiative will provide continuous learning and training for the sales teams, and is currently being rolled out across all of Gleeson’s regions.

“Having recently launched our refreshed product elevations, we believe that this branding refresh provides yet another way for us to appeal to an even wider demographic of customers. Our value offering remains a key differentiator for us in the market, and we are already seeing the benefits of our new strategic initiatives from recent months. We look forward to using this to continue in our mission to provide affordable and high-quality homes for those who need them across the UK.”

Mark Knight, Chief Executive at Gleeson Homes

“We are delighted with our new branding and positioning, which will resonate with both internal and external audiences. We have a new look and feel for the business, which elevates who we are and what we do. There has been a lot of change within the market in recent months, but this gives us a clear image and focus which will underpin our sales and marketing strategy going forward.”

Amanda Parkinson, Marketing Director at Gleeson Homes