Creatively moving into different demographics!

Source: Margaret Canning, Belfast Telegraph

Creative, eye-catching and media-grabbing campaigns from Hagan Homes, which has built around 4,000 properties across Northern Ireland over the last 35 years, saw the homebuilder recognised for Best Property Marketing of the Year.

During the award period, Hagan Homes successfully delivered against business aims and objectives by supporting the sale of 425 housing units.

It also grew its social following into one of the highest among local developers, by tapping into popular culture to attract a younger target demographic and using clever strategies to attract downsizers to its developments.

Digital content was innovative, drawing on associations with TV reality series, Love Island and I’m A Celebrity… Get Me Out of Here, flashing straplines such as ‘I’m a First Time Buyer, Get me Out of Here’.

To maximise campaign impact, activity was supported by advertising, namely social media, billboards and adshels and dedicated landing pages on the Hagan Homes website to direct traffic and capture data.

Hagan Homes also sponsored NI’s first TikTok house with VAVA influence in June 2022 and became the first NI developer to actively support the development of content by TikTokers.

It supplied the home, reaching out to the first-time house buyer. That association alone grew Hagan Homes’ TikTok following by over 500%. Meanwhile, its website traffic has increased by 75% in a two-month period due to continuous marketing drives.

Judges said: “What made this entry stand out to the judges was the very clear vision, direction and imagination brought to the marketing campaigns, linked to a strong sense of community and social responsibility.”

James Hagan, chair and founder of Hagan Homes, said: “Our team has worked hard over the past three decades to ensure we not only give people living in Northern Ireland great homes, but we nurture the communities where we build.

“To be recognised for our work in marketing is a testament that we are successfully getting a message out to different demographics that getting on, moving up or down the property ladder can be done effortlessly with Hagan Homes.

“It is also recognition of the creativity of our team and the company’s agility to move with trends and embrace the digital era. We are not afraid to push the boundaries and are always striving to do something different and innovative in our marketing efforts.”

Best Property Marketing of the Year sponsored by Brian Barrett, Barrett Group.