McCarthy & Stone celebrates success at housebuilder awards

08 November 2017

McCarthy & Stone celebrated a successful evening at the annual Housebuilder Awards 2017, where the UK’s leading retirement housebuilder scooped Best Marketing Initiative for its Positive Retirement campaign.

Organised by Housebuilder Magazine in partnership with the National House-Building Council (NHBC) and Home Builders Federation (HBF), the annual awards recognise and reward excellence across a wide range of disciplines within the UK housebuilding industry.

Joint winners in the Best Marketing Initiative category, McCarthy & Stone was presented with the award for its Positive Retirement campaign, which – at the time – represented a step-change from the developer’s tried-and-tested marketing tactics.  The focus of the multi-channel activity was a 16-page supplement in The Telegraph, copy-written by Telegraph journalists, which delivered compelling paid-for content to the over 60s in an editorial style.

This approach enabled McCarthy & Stone to tell its story while also informing and advising the audience, and busting many myths around retirement living.  Case studies of McCarthy & Stone homeowners provided third-party endorsement, while also powerfully communicating key lifestyle benefits, and the inclusion of development-specific information provided a clear call to action.

The Positive Retirement content was also used across various marketing platforms, extending its audience reach and generating a wider awareness of the campaign.  It has been viewed through McCarthy & Stone’s social media channels more than 55,000 times, and 10,000 clicks to the website can be attributed in some way to the content and its resulting integrated activity.  Three CRM Email Campaigns prompted 40,000 opens (a 29% open rate), while Direct Mail campaigns resulted in a 14% conversion from initial response to sales lead.  Two apartment sales have also been attributed to Positive Retirement, demonstrating a clear business impact.

David Bridges, Group Sales & Marketing Director, commented on the company’s award success: “We are thrilled to have been named as winners in the Best Marketing Initiative category at the recent Housebuilder awards. This award recognises the time and dedication put into developing Positive Retirement as a content-led integrated campaign.

Positive Retirement exceeded our expectations in terms of the results that it generated, but it also helped to answer the many questions we know our potential homeowners have in a friendly and engaging manner.  As a market leader we have a responsibility to ensure there is a clear understanding of exactly what retirement living is and the ways in which it can support an independent, active and secure retirement.”

Click here to read our award winning Positive Move supplement

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