Greenwich Peninsula

Background & Objectives

UK property is an immensely attractive option for Chinese investors whether based in China or the UK, with London considered low risk and yielding consistently good returns.

To capture the UK-based Chinese property buying market, it’s essential to target the audience with specific communications strategies. Producing suitable content and understanding their motivations is key to a successful connection with these buyers.

Greenwich Peninsula, the £8.4 billion urban regeneration project based in Zone 2, sought to promote its aspirational development – Upper Riverside.

To expand their vision of contemporary urban living the premium riverside apartments were specifically targeted at UK-based Chinese buyers.

They engaged our expertise to: 

• Build robust awareness of Greenwich Peninsula and the stunning Upper Riverside development to ultimately drive sales enquiries and convey the brand's message.
• Connect, engage and sell to UK-based Chinese, as buyers in China couldn't travel to the UK for purchasing decisions.
• Create a valuable marketing database of UK-based Chinese buyers for the future.

Our Strategy

Develop a multi-layered solution, designing an immersive and informative webinar to resonate with UK-based Chinese buyers.

• Partner with popular (hundreds of members) London-based Chinese expat organisation, specifically targeting their members - young professionals and entrepreneur.
• Utilise webinar to showcase Upper Riverside's lifestyle potential.
• Attract the target audience to the event using incentives such as 95% mortgages and UK mortgage FAQs.
• Promote leads for Greenwich Peninsula and prompt buyers to take the next step.

What We Did

Co-ordinated and delivered a property webinar event from planning and execution to lead follow up.

• Built and maintained relationships with Chinese expat community organisations. Our soft promotional approach via the group founders was less intrusive and boosted members' desire to participate and contribute.
• Showcased Upper Riverside's aspirational living spaces, perfectly designed for young residents.
• Provided free expert mortgage advice on how to secure a first home in London.
• Worked closely with Greenwich Peninsula's international sales manager and mortgage expert to create personal connections with the audience to ensure a memorable event.
• Leveraged the government's 95% mortgage scheme in marketing campaign planning and design of promotional copy and content to capture buyers' interest.
• Created a community to inspire potential buyers and handled sales enquiries to nurture leads following the webinar.
  
  

Results

The key to the success of this campaign was the direct knowledge sharing we promoted at the webinar event. A proven content hook that led to an excellent response.

• Built a community with 100+ WeChat group members who are UK-based Chinese buyers aged between 23 and 35, moslty first-time buyers with more than 50% turnout on the online event.