Sheffield housebuilder Gleeson Homes reveals plan to broaden its appeal beyond first time buyers

Working with creative agency Focus Agency Group, and PR firm Hudson Sandler, Gleeson has updated its signage, point of sale and wider marketing materials and a new positioning message of ‘right where you belong’ to appeal to a wider range of customers.

The updates include the use of more neutral and refined colours, a refreshed tone of voice and new imagery, the firm said.

Over the last decade, Gleeson’s core customer focus has been first-time buyers. 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.

For example, of Gleeson reservations in the last six months, 20 per cent were buyers aged over 55 years old, representing a 10 per cent increase from the prior year.

Gleeson is also investing in its marketing and sales teams with the re-launch of its customer-focused training programme.

Mark Knight, chief executive at Gleeson Homes, said: “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.”

Amanda Parkinson, marketing director at Gleeson Homes, added: “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.”