Launching Newham’s First Direct Shared Ownership Sales Delivery

Client: Newham Council

For the first time, the London Borough of Newham took direct control of selling shared ownership homes. Appointed to guide this landmark initiative, we provided expertise across sales, marketing, procurement, and customer experience—ensuring a smooth and successful launch.

Our Approach

Strategic Sales & Procurement Oversight

• Advised on unit layouts and specifications to enhance market appeal.
• Led the procurement process for solicitors and sales agents, ensuring a best-in-class team.
• Established clear policies and processes to streamline operations and support long-term efficiency.

Market Research & Positioning

• Conducted in-depth market analysis to refine pricing and positioning strategies.
• Benchmarked against competitor schemes to ensure Newham’s offer remained compelling.
• Provided insights on buyer demographics to tailor marketing and sales approaches.

Marketing & Sales Strategy Development

• Developed a robust marketing strategy, covering digital, print, and local engagement initiatives.
• Oversaw the creation of customer-focused sales materials, including brochures, FAQs, and buyer guides.
• Designed the end-to-end customer journey, ensuring a seamless and supportive buying experience.

Outcomes & Impact

• Successfully launched Newham’s first directly shared ownership schemes.
• Implemented policies and procedures that provided a replicable framework for future sales.
• Delivered a strong sales and marketing strategy that drove buyer interest and engagement.
• Created a structured, customer-centric process, setting a new standard for local authority-led home sales.

Impact

Our collaboration with the London Borough of Newham laid the foundation for future shared ownership sales, equipping the council with the strategies, processes, and market insights needed for long-term success. By combining operational expertise with a customer-first approach, we helped Newham take a major step forward in delivering affordable homeownership opportunities.

Boosting Private Sales & PRS Success for Medway

Client: Medway Development Company

 Medway Development Company needed strategic support to drive private sales, optimise their PRS (Private Rented Sector) scheme, and enhance their marketing approach. Facing challenges in demand generation, market positioning, and operational coordination, they turned to us to refine their strategy and deliver measurable improvements.

Our Approach

 Private Sales Strategy Overhaul

• Reviewed and restructured the sales agent strategy, identifying gaps and opportunities.
• Appointed a refreshed joint agent approach to expand market reach.
• Reassessed pricing to align with market trends and buyer demand.

Revamping the Marketing Suite

• Designed and implemented a refreshed, customer-focused marketing suite.
• Created an engaging space that showcased the development’s unique selling points.

Optimising the PRS Scheme

• Collaborated with the instructed agent to refine marketing strategies for better audience targeting.
• Streamlined handovers with the development team to ensure homes were tenant-ready.
• Assisted with tenant move-ins to enhance the resident experience from day one.

Implementation & Results

• The joint agent strategy increased enquiries and viewings, driving demand.
• The redesigned marketing suite improved buyer engagement and received positive stakeholder feedback.
• PRS scheme enhancements led to higher let rates and a smoother tenant onboarding process.

Impact

 By refining strategies, challenging conventional approaches, and improving operations, we helped Medway Development Company achieve stronger sales performance and a more efficient PRS process. Our work laid the groundwork for continued success and a more engaging customer experience.

ongoing success.

Seamless Integration: Managing the SBHG & Guinness Merger

Client: Shepherd Bush Housing Association & The Guinness Partnership

Merging housing associations presents both challenges and opportunities. When Shepherds Bush Housing Group (SBHG) joined The Guinness Partnership, we led the transition as Interim Head of Sales, ensuring a smooth process across staffing, scheme handovers, and digital integration. Our goal was to protect service continuity, retain key expertise, and build a foundation for future success.

Our Approach

 Bringing Teams Together

A merger is more than combining resources—it’s about uniting people. We focused on:

• Retaining Knowledge: Aligning roles across both organisations to keep essential expertise.
• Prioritising Customer Service: Preserving the strong reputations both SBHG and Guinness had built.
• Fostering Collaboration: Creating a shared culture while respecting each organisation’s values.

These efforts provided stability and clarity for staff and customers during the transition.

Smooth Property Handovers

Ensuring a seamless transfer of schemes required:

• Detailed Planning: Reviewing tenant relationships, management protocols, and compliance.
• Clear Communication: Keeping staff and residents informed to manage expectations.
• Service Continuity: Minimising disruption by carefully managing each step.

This meticulous approach reinforced trust in the newly merged organisation.

Digital Integration

Bringing two organisations together meant merging systems effectively:

• Unified Online Presence: Integrating SBHG into Guinness’s digital platform.
• Secure Data Handling: Ensuring GDPR compliance and system integrity.
• Streamlined Operations: Enabling teams to collaborate efficiently from day one.

By prioritising digital alignment, we created a seamless experience for staff and residents.

Impact

The SBHG and Guinness merger was a complex but well-executed transition. Through strategic planning, clear communication, and a people-first approach, we ensured minimal disruption, retained expertise, and built a stronger, unified organisation. This success demonstrates how thoughtful leadership can turn a merger into an opportunity for long-term growth.

Refreshing Leasehold Procedures

Client: Hexagon Housing Association

Hexagon Housing Association sought to enhance their leasehold processes, including resales, staircasing, right-to-acquire, and lease extensions. The goal was to streamline operations, improve inter-departmental communication, and ensure compliance with regulatory best practices.

We collaborated closely with Hexagon’s sales and neighbourhood teams to help strengthen inter-departmental communication, Align practices with industry standards and regulations and identify opportunities to modernise and simplify operations.

Impact:

• Implemented updated leasehold procedures across all departments, leading to:

• Enhanced communication and collaboration between teams.
• Improved customer experiences through streamlined processes.
• Increased revenue from shared ownership sales via virtual staircasing events.

This comprehensive procedure refresh not only optimised Hexagon’s internal operations but also provided leaseholders with clearer, more accessible information, fostering a stronger sense of community and trust.

Sales & Aftercare Team Implementation

Client: Be West (Shepherds Bush Housing Group)

We were asked with launching SBHG shared ownership programme, we successfully delivered £9.4 million in initial tranche sales, selling 107 shared ownership units. Our approach ensured the rapid and effective introduction of the new sales brand, “Be West,” along with a fully functional sales website—all within just six weeks.

Recognising the importance of a seamless customer journey, we established an in-house sales and aftercare team from scratch. This ensured that buyers received expert guidance from initial enquiry through to completion and beyond, significantly improving the overall customer experience.

Our efforts were not only commercially successful but also industry-recognised. Be West secured both a First-Time Buyer Award and an Evening Standard Award for Best Shared Ownership Apartment—achievements earned within just one year.

Impact:

• Set up and managed an in-house sales and aftercare team from the ground up
• Delivered £9.4 million in initial sales, selling 107 shared ownership units
• Launched the Be West brand and sales website within six weeks
• Developed a full Customer Journey framework, covering sales and aftercare
• Secured industry recognition through multiple prestigious awards

By integrating strong branding, streamlined processes, and customer-centric aftercare, we positioned Be West as a competitive and trusted provider within the shared ownership market.

New Build Sales Strategy & Branding

Client: Islington Council

Islington Council sought to refine its new build sales programme, ensuring a commercially competitive approach while maintaining alignment with governance requirements. Our role was to develop a robust resource strategy, balancing external sales services with in-house recruitment to optimise performance.

A key focus was overseeing and managing an underperforming sales agent, implementing a revised strategy to drive results. This included introducing off-plan sales for the first time, streamlining the customer buying process, and ensuring a seamless journey from initial enquiry to completion.

In addition, we led the development of the ‘In Islington’ brand, carefully positioning the council within a sensitive political landscape while enhancing its reputation as a trusted and commercially viable provider of new homes.

Impact:

• Restructured the sales strategy, leading to improved sales rate performance ad sold existing stock homes
• Successfully launched off-plan sales and this let to setting a new precedent for Islington
• Designed and implemented an enhanced customer buying process
• Developed and established the ‘In Islington’ brand alongside a new sales fully functional website

Our strategic interventions ensured that Islington Council was equipped with the tools, processes, and branding necessary to successfully sell homes while maintaining its core values and governance standards.

Aftercare Process Review

Client: Westminster City Council

Westminster City Council engaged us to review and enhance their after-sales care process, focusing on improving the customer journey from exchange through completion and the warranty period. Our six-month consultancy aimed to refine procedures, enhance brand perception, and identify cost-saving opportunities.

Through a comprehensive audit, we highlighted areas for improvement within existing Employer’s Agents (EAs) and Employer’s Requirements (ERs). We provided a detailed report with strategic recommendations, ensuring a more seamless aftercare service for purchasers. Additionally, we presented our findings to the board of directors, outlining key changes to optimise the customer experience.

Impact:

• Delivered a comprehensive aftercare review and strategic recommendations and presented to the senior management team
• Identified gaps in EA and ER processes, leading to a service overhaul
• Streamlined workflows, reducing pressure on the Aftercare Manager
• Enhanced the customer journey, influencing future development tenders

Westminster City Council commented:
“The work you have delivered here has been really valuable for us, and I have no doubt that as this is progressed, we will identify specific workstreams and areas of expertise that we don’t have internally and where we would find your future engagement very helpful.”

Sales & Marketing Support

Client: CHS Group

Cambridge Housing Society Group, a leading housing association in Cambridgeshire, engaged us to oversee their sales and marketing function for shared ownership and outright market sale homes. Additionally, we managed their market rent portfolio, ensuring financial surplus targets were met while supporting their development pipeline.

During a period of staff transition, we provided stability by updating sales processes, progressing existing sales, reviewing agent agreements, and recruiting a permanent sales team. Our strategic four-tiered marketing approach—covering brand positioning, digital presence, visual storytelling, and community engagement—helped CHS Group differentiate itself in a competitive market.

Impact:

• Successfully navigated a staff transition while maintaining sales momentum
• Improved sales processes and strengthened agent partnerships
• Recruited and onboarded a dedicated sales team
• Exceeded sales targets and optimised the market rent portfolio

National Shared Ownership Campaign – Campaign Director

Client: Keaze

As Campaign Director for the National Shared Ownership Campaign, we were responsible for securing provider contributions, driving engagement and overseeing the delivery of marketing assets to enhance brand awareness.

Through strategic outreach and individual meetings, we successfully promoted the campaign to national housing providers, securing funding to expand its reach and educate audiences on the benefits of shared ownership. We also led and managed monthly steering group meetings, ensuring strategic alignment and collaboration among stakeholders.

Impact:

• Secured provider buy-in and funding to scale campaign reach amongst several Housing Associations 
• Developed and executed a strategic marketing approach to boost awareness with the public 
• Led stakeholder engagement through structured steering group leadership meetings