New Project Launch: Scargill Mann & Co
8th Mar 2021
Last year we began working on a brand evolution that could then be incorporated in the web design to provide users with a fresh experience when using the Scargill Mann & Co website.
Scargill Mann & Co are a Derby-based estate and letting agent that have over 25 years of history in the city and a well-established brand identity that many locals will recognise immediately. So when it came to the brand evolution we needed to create a historic, reputable, and trusted brand that existing customers would still connect with.
We began by completing an external brand review, assessing the position of the brand from a customer perspective both onsite and off-site. We explored the tone of voice being used across communications, including social media activity and the existing website which identified a number of key findings that we were able to present back to the client.
One of the key messages that we identified from our review was that Scargill Mann & Co had a ‘reputation for professionalism and they were a ‘trusted local agent providing expert advice and we ensured that this was portrayed in our suggested logomark that could be used during our brand evolution presentation.
As a reputable estate agent, we recognised the fact that the majority of users would be directed to the website from other sites including Rightmove, or for users that were specifically looking for the brand website. When it came to designing the new website we decided to build a bespoke search facility that the audience would feel like they already knew how to use, taking inspiration from Rightmove.
The new website also allows users to interact directly, selling a house starts with a valuation, so we decided that we would design and develop a simple but effective approach to requesting a valuation with a 3 stage approach that would provide the client with the property information that could then be used to inform the next steps for each of their potential customers to arrange the valuation process.
Scargill Mann & Co use industry-standard property software for the management of sales, lettings, and property management. As part of the development of the new website, it was important that it linked back to the client’s systems to ensure that the right properties were being displayed to the end-users. We worked with the software’s API links to ensure that the website would regularly update based on the content input into the CRM system.
Property is at the heart of the Scargill Mann & Co service. We decided that for the individual property listings we needed to showcase the properties and introduced a property hero image into the web design and build. Putting the property right at the centre of the listing and giving users the key facts that they would be looking for, including the price, the number of bedrooms, and the property type, and incorporating key calls to action throughout the listing page, encouraging visitors to book a viewing’ or exploring alternative property options that they may not have discovered.