Four things to consider before you embrace influencer marketing

By Louise Jarvis, Account Manager

There’s no denying the rise and rise of influencer marketing, most social media feeds have been peppered with third-party advertisements and brand partnerships for a while now.

But are we becoming more cynical? Does an influencer’s credibility plummet once you realise that they’ve been paid to talk about the product or service they seemingly love? And if so, why bother in the first place?

Despite these concerns, if done properly, we think this is an area of digital marketing that can add a lot of value to your strategies, however there are a few things to consider if you want to add influencers to your toolkit:


  1. Research, research, research

If you’re serious about incorporating influencers as part of your marketing strategy, you’ll need to invest some time in researching who’s out there. Find out what they have to offer you: what is their content’s reach and what does their audience demographic look like?  Before approaching them, you’ll need to know why you want to work with them; in short, your brands need to be aligned. Does your messaging synchronise with their narrative? If the fit is wrong, it’s likely your campaign will be less effective, so take your time and make sure you’re connecting with the right people.

  1. Micro vs Macro

When people think influencers, they tend to think big – or macro. Look at Kylie Jenner for example, who has a whopping 130 million Instagram followers. But with a following so vast, how can you ensure you’re targeting the right people? Targeting influencers with a large following will also most definitely be expensive and you may not always reap the return you’re after.

Depending on what you’re marketing, it’s very much worth looking into micro influencers; these people tend to have a smaller but niche and trusting following. This makes it easier to assess whether you’re reaching the right people via their channels.

  1. A tailored approach

As with all PR, it’s important to tailor your approach. With however many hundreds of thousands of influencer profiles to choose from and a sea of content to compete with, you’ll need to think of a ‘big idea’. With the digital marketing landscape so regularly changing, you might not get the best results from merely imitating campaigns you’ve seen before. So, brainstorm and take risks. What type of content would your target audience like to see and spend their time consuming? Decide your objectives, pick your angle and run with a creative approach.

  1. Contracts

Once you’ve cemented your relationship as a brand and advertiser with your chosen influencer, it’s important to get it in writing and create some form of influencer contract. It’s key to ensure everyone involved knows what their role is within the partnership or campaign. Here’s just a few things to include:

  • The basics: names and parties involved, the date and a description of what the partnership should achieve
  • Timeframe: How long is your partnership going to last? Is it one campaign or longer term?
  • Output: What exactly do you want from them? Include details, for example, the exact number of social media posts or the length of a blog
  • Veto list: Write down anything you’d like them to refrain from saying and include brand guidelines
  • Payment terms: in what form will payment be made?


If you’d like to talk to PHM about a bespoke approach to your PR requirements, call us on 01483 561119 or email

The merriest of Christmas markets

Hark the herald angels sing; Christmas time is nearly here! And where better to get into the festive spirit than at a Christmas market. Amazingly, research has shown that Christmas decorations can subconsciously communicate warmth and friendliness, in which case, a festive fete must be the hallmark of a welcoming community. We’ve pulled together a selection of homes with great proximity to local Christmas markets, bringing residents tidings of comfort and joy, right through until Christmas Day.

Trinity Walk is a contemporary collection of new apartments and townhouses by Lovell Homes, just a mile from the new Crossrail station in Woolwich, and less than half a mile from Woolwich Sunday Market in Beresford Square. This newly-opened attraction already entertains local residents with live music and delicious street food, however, in the run up to Christmas, an on-site Santa’s grotto and seasonal stalls serve as festive additions to the line-up.

So Resi Sydenham is a stylish development offering one and two-bedroom shared ownership apartments in lower Sydenham, South East London. What’s more, residents are 17 minutes by direct train from the Christmas by the River market at London Bridge. This charming event kicked off in November and has brought plenty of festive cheer to the banks of the Thames, set against the iconic backdrop of the City of London.

Nestled in the leafy town of Twickenham – the home of English rugby – So Resi Twickenham is a beautifully designed collection of one and two-bedroom apartments, all of which are available through shared ownership. From the development, residents are also perfectly positioned to enjoy the Christmas festivities in nearby Kingston upon Thames – just under 20 minutes away by car. The town’s Christmas market is a great place to pick up seasonal gifts, crafts and produce… as well as warm up with a steaming cup of mulled wine!

If you’re a property developer or an estate agent looking to maximise coverage for your homes in the press and on social media, don’t hesitate to get in touch with our team to discuss how we can help, on 01483 561119 or email

So Resi Wokingham

The magic number: three stunning So Resi shared ownership developments in Wokingham now available

Wokingham is one of the UK’s best places to live based on average employment levels, earnings and long life expectancy, according to the 2017 Halifax Quality of Life Survey. However, a great quality of life can come at a price. Average current house values in the area total £510,603 – £187,934 higher than the UK average of £322,669*.

Homebuyers hoping to purchase in this popular Berkshire town will therefore be pleased to know that So Resi is offering superb new shared ownership homes at three developments across Wokingham. So Resi Kentwood, So Resi Wokingham and Hatchwood Mill are delivering homes that boast high-quality design, superior specifications and great locations – all at very accessible prices.

So Resi Kentwood is a new collection of two and three-bedroom homes with generous private gardens and allocated parking on the outskirts of Wokingham. Each property delivers comfortable living spaces, contemporary kitchens and sleek bathrooms.

The homes are also great value; guide prices for a two-bedroom house start from £141,750 for a 35 per cent share (full market value £407,500).

The village-inspired development is ideal for young families, offering plenty of green space to play and relax. When So Resi Kentwood is complete, walking and cycle routes will weave through the development to the town centre and train station, just under two miles away, with train journeys of just nine minutes to Reading and 50 minutes to Paddington. When Crossrail opens at Reading station in 2019, passengers can travel through central London without changing trains.

So Resi Wokingham is part of the new Matthews Green Farm community, which enjoys an attractive semi-rural location on the outskirts of Wokingham. The development will incorporate a range of shops as well as a new primary school, landscaped open spaces and play areas.

Due to the development’s popularity, only 11 homes remain. A 40 per cent share of a two-bedroom apartment start from £132,000 (full market price £330,000). Prices for a three-bedroom home start at £176,000 for a 40% share of the full market price of £440,000.

There is a choice of traditional two-storey houses with three bedrooms or spacious four-bedroom townhouses which are arranged over three levels. Every house has a rear and front garden as well as a car port or garage.

Wokingham station is also less than two miles away and residents will enjoy being close to excellent sports facilities, including tennis courts, at Cantley Park.

Hatchwood Mill, close to the attractive village of Winnersh on the outskirts of Reading and Wokingham, is another great opportunity to get on the property ladder. The shared ownership properties comprise contemporary one and two-bedroom apartments, ideal for first-time buyers, and detached four-bedroom houses suitable for larger and growing families.

Only 13 homes remain. Prices start from £82,250 for a 35 per cent share of a one-bedroom apartment (full market price £235,000), £100,625 for a 35 per cent share of a two-bedroom apartment (full market price £287,500) and £177,625 for a 35 per cent of a four-bedroom house (full market price £507,500).

Each house has a private garden and all residents can enjoy the landscaped communal grounds and cycle routes. Allocated parking for the apartments and secure garage parking for the houses are provided.

Travelling by train to nearby towns and village is easy; journey times are six minutes to Wokingham and 12 minutes to Reading from nearby Winnersh railway station.

Find out how So Resi makes it easy to buy a new shared ownership home by calling 0208 607 0550 or visiting

*Prices sourced from Zoopla, correct as of 08.10.2018.



Guildford Vision Group launches campaign to find the best of the town centre

Our friends at Guildford Vision Group (GVG) have launched their ‘I love Guildford because…’ campaign, a survey and competition to find out exactly what Guildford’s residents, workers and visitors think of the town centre. As Guildford residents ourselves, we’re in full support of this great idea!

Get involved today and share your views on what you love best about the town; GVG will announce the results at their next public meeting on Tuesday 16th October.

Answers are welcome in a variety of ways, whether you wish to provide a written list of all your favourite things, you just have a preferred shop on the high street and you want to let us know, or you want to share your pictures and videos. Simply start your response with ‘I love Guildford because…’ and get in touch.

You can take part by visiting and leaving your comments, or by emailing us directly. You can also find us on Facebook (@guildfordvisiongroup), Twitter (@guildfordvision) and Instagram (@iloveguildford) if you’d like to share your videos and photos. Please submit your responses by Monday 1st October.

It gets better… in addition, GVG will be handing out prizes; a £100 gift voucher for Cosy Club will be awarded to two winners, one recognising the most unusual reason to love Guildford town centre, and the other rewarding GVG’s favourite photograph of the town centre.

We look forward to seeing all of your wonderful submissions! #iloveguildford

So Resi Wokingham

Don’t miss! The final phase of shared ownership homes is available at So Resi Wokingham

The final phase of homes at So Resi Wokingham has now been released for sale, representing the last opportunity for potential homebuyers to own a shared ownership home at this popular development in beautiful Berkshire. With something to suit a range of buyers, So Resi Wokingham comprises a collection of stylish one and two-bedroom apartments and three and four-bedroom houses, all completed to a superior specification and high-quality design.

Prices start from just £98,000 for a 40 per cent share (full market value £245,000) for a one-bedroom apartment. That means a buyer only has to find a minimum five per cent deposit of £4,900. Prices for a two-bedroom apartment start from £132,000 for a 40 per cent share (full market value £330,000), £159,250 for a 35 per cent share of a three-bedroom house (full market value £455,000) and £148,125 for a 25 per cent share of a four-bedroom house (full market value £592,500).

Through shared ownership, homebuyers pay straightforward monthly payments for the mortgage on the share they have purchased and a payment to So Resi on the rest. They also pay a service charge. Applicants for So Resi Wokingham are open to all, not just those living or working in the area, and all the homes are ready to move into.

Each home at So Resi Wokingham is finished to a high specification and benefits from spacious living areas and stylish fittings that add a touch of luxury. Every house has its own rear garden, while allocated parking is provided to all homes.

So Resi Wokingham, part of the Matthews Green Farm development, is ideally located for families; less than a mile away are The Emmbrook School, a well-regarded specialist maths and computer college for students aged 11 to 18, and Cantley Park with a wide range of sports facilities, including tennis.

For commuters, the mainline station is 1.8 miles away, with trains reaching Reading in nine minutes, Guildford in 28 minutes and London Waterloo in 68 minutes. When Crossrail opens at Reading station in 2019, passengers will be able to travel through central London without needing to change trains.

To find out how So Resi makes it easy to buy your new home, call 0208 607 0550 or visit

Lovell Homes donates £7,500 to Help for Heroes

Local developers in Woolwich support Help for Heroes with £7,500 donation

Lovell Homes donated £7,500 to Help for Heroes in a cheque presentation at its Woolwich development Trinity Walk, recognising the area’s strong military heritage and supporting the charity’s important work.

The donation was raised by Lovell Homes putting aside £50 for every home purchased at Trinity Walk to date, and was collected by James Burns of Help for Heroes and Major John Eldridge from Royal Artillery Barracks.

Students from nearby Welling School presented the donation, which was creatively symbolised as large individual numbers, decorated by the children with images inspired by the charity.

Trinity Walk, being delivered by partners Lovell Homes, PA Housing and the Royal Borough of Greenwich, is the first phase of a project which is transforming three ageing estates in Woolwich to create desirable yet affordable places for city living.

The development is part of the ongoing regeneration in Woolwich, which has already benefitted from new green areas and amenities. A further boost to the area will be the arrival of Crossrail later in 2018, which will provide quicker journeys into the centre of London. With 12 services an hour, passengers from Woolwich will be able to reach Canary Wharf in eight minutes, Liverpool Street in 14 minutes and Bond Street in just 22 minutes.


PHM’s three top tips this Social Media Day

With the ninth annual Social Media Day taking place on June 30th, celebrating social media’s influence on digital communication, we thought there was no better way to join in the fun than by sharing our three top tips for impactful and memorable campaigns over Facebook, Twitter, Instagram and more.

  1. Consider your objective

It sounds simple, but what are you trying to achieve by implementing a social media campaign? Whether it’s to generate sales leads or foster engagement with other users, you can only accurately create content and report on the success of any activity if you truly understand your goal. For example, there’s no point in creating posts that encourage users to visit a website, if you wanted that post to be shared with as many people as possible, as the content created to encourage leads to a website, might not be as interesting enough for users to want to share with others.

2. Remember that you are invisible

This one is especially relevant for when you are creating social media content for the first time. Don’t expect that people will come looking for you and you’ll naturally build your likes/followers over time. You need to get out there and make yourself known. Consider implementing a competition as a kick-starter for your campaign – one that is easy for users to enter and share with their friends and family. It makes for a low-cost brand awareness exercise that gets results.

3.  Know when to join in

This mostly applies to Twitter and Instagram, where hashtags are the main form of linking like-minded posts together. As there are so many, it can be tempting to use the most popular hashtags when starting a campaign but it’s worth thinking about the audience this is reaching. For instance, there may be a popular hashtag many industry professionals are using, but if you are trying to reach potential customers, it’s worth reconsidering your approach and choose hashtags that they regularly use or will be interested in to connect with them.

If you’d like to talk to PHM about how we can ensure your social media channels and campaigns are doing what they should – and take on the time commitments you can’t fit into your calendar –  call us on 01483 561119 or email

A walk in the park: the perfect properties to enjoy National Picnic Week

Spending time outdoors in green open spaces has a positive impact on your mood and wellbeing according to research carried out by Health & Place, so why not grab a blanket and fill up a picnic basket with your favourite treats and head down to a park for National Picnic Week (15th to 24th June).

For inspiration of where to visit, take a look at our clients’ impressive range of homes for sale that have the added luxury of being within close proximity to some glorious parkland – a feature at the top of the checklist for many homebuyers.

Wexham Green in Berkshire is sited in a peaceful area with a village atmosphere, surrounded by beautiful countryside and only 2.6 miles from the historic Grade II-listed parkland of Langley Park. The homes at Wexham Green are beautifully presented and blend traditional exterior features with comfortable high-quality interiors. Inside, these high-specification homes are designed for modern lifestyles, including fully-fitted Symphony kitchens with smart integrated appliances that are both practical and stylish. Each home has a rear garden and patio. The houses that feature garages have their own electric car charging point – an eco-friendly addition rarely found in individual homes.

So Resi Wokingham is a new collection of one and two-bedroom apartments and two to four-bedroom homes in Wokingham available to purchase through shared ownership. Setting new standards for affordable housing in terms of high-quality design, a superior specification and great semi-rural location, these homes are just over two miles away from Keephatch Park Nature Reserve, an impressive 22.4 acres of parkland. The homes are built to a high specification, with spacious living areas and stylish fittings adding a touch of luxury. Every house has its own private, enclosed rear garden and turfed front garden, while the apartments benefit from landscaped communal grounds. Allocated parking spaces are provided for all the homes.

Trinity Walk is a distinctive new neighbourhood of stylish one, two and three-bedroom apartments and three and four-bedroom townhouses, located just a mile from the new Crossrail station in Woolwich. Residents are less than three miles away from Greenwich Park, one of the largest single green spaces in South East London and boasting iconic views across the capital. The apartments at Trinity Walk are designed to offer a spacious open-plan layout. The specification is excellent throughout including Symphony kitchens with integrated appliances; in addition, each apartment enjoys a private outdoor space in the form of a balcony or terrace.

So Resi Sydenham, a stylish new collection of one and two-bedroom shared ownership apartments in lower Sydenham, South East London, is just two miles away from Sydenham Wells Park which features a playground, tennis courts and formal gardens. The apartments at the development are beautifully designed and light-filled. Each home features an open-plan living/kitchen area with full height windows and a door opening on to a private balcony overlooking the gardens. Sydenham, which neighbours Forest Hill and Crystal Palace, has a strong community feel with quirky independent cafés, bars and restaurants in its centre while the homes are just a few minutes’ walk to Lower Sydenham station for days further afield.

While you’re here, why not have a browse of our latest blogs and articles to keep up to date with what we’ve been up to in the property PR world.


Summer solstice: Glorious gardens galore

With summer solstice fast approaching (21st June), we’ve turned our attention to a range of beautiful homes located in London and Surrey which enjoy glorious private and communal gardens, ideal for making the most of the longest, and hopefully sunniest, day of the year…

So Resi Sydenham is a stylish new collection of one and two-bedroom shared ownership apartments in lower Sydenham, South East London, set around beautiful landscaped communal gardens. Beautifully designed and light-filled, each apartment features an open-plan living/kitchen area with full height windows and a door opening on to a private balcony overlooking the gardens below.  Lower Sydenham station, a few minutes’ walk away, has journey times of 17 minutes to London Bridge, less than half an hour to Waterloo, Bank and Canary Wharf and 33 minutes to Bond Street.

Bramley House, in the picturesque hamlet of Farley Green, is truly an exceptional six-bedroom home that combines innovative technology, distinctive contemporary design and an enviable Surrey Hills location. Set over four floors and delivering 5,308 sq ft of luxury living space, Bramley House is set within 1.4 acres of stunning mature gardens designed by Chelsea Flower Show award-winning landscapers. The garden terrace features imported Italian trees that create a natural canopy, perfect for alfresco dining, while a brick-built chimenea and fireplace creates a wonderful outdoor entertaining area.

Rushetts is a charming 16th Century Grade II listed smoke bay house in Grafham set in beautiful grounds approaching two acres. The outdoor area features delightful private and landscaped gardens – in all about 2 acres – with a large wooden gazebo perfect for uninterrupted dining. There is also a swimming pool and variety of attractive patios and terraces perfect for entertaining friends and family.

Willowhayne is a five-bedroom house situated in a quiet location within the heart of the highly sought-after village of Wonersh; the home has an abundance of light, self-contained annexe and wonderfully landscaped gardens expertly created by an R.H.S award-winning garden designer. Residents can enjoy the outdoor seating area which sits under a mature vine and there is also a heated pool, hot tub and sauna set within the picturesque grounds. There is also an underground rainwater harvest tank to ensure the garden stays fully hydrated during the warmer months.

Aberfeldy Village, E14 is a thriving new community comprising a contemporary collection of high-specification apartments in a prime location in East India Docks, close to Canary Wharf. The homes are designed by award-winning architects Levitt Bernstein and there is a choice of suites, one and two-bedroom apartments, each with a large balcony or terrace. The landscaping at Aberfeldy Village includes private courtyards and a beautiful tree-lined linear park that creates a green spine through the heart of the development, with open lawns and a profusion of trees, shrubs and flowers providing a relaxing environment for residents.

While you’re here, why not have a browse of our latest blogs and articles to keep up to date with what we’ve been up to in the property PR world.

GDPR presents a real opportunity to harness the power of PR, and here’s why…

– By Nikki Ackerley, managing director of Property House Marketing


Are you a marketer? If so, you might have found yourself sifting through dozens of GDPR-related, panic-inducing emails from legal advisers and – as you attempt to understand exactly what is required of you – wondering what impact this new regulation will have on your marketing strategy come 25th May.

The rules

You’ll know by now that GDPR will bring in tighter rules for how businesses handle and store personal data – and how this processing is communicated – and you’ll definitely know that the financial penalties for non-compliance are severe. Key changes include the way that we market directly to consumers (generally, they will need to give us their permission before we contact them for marketing purposes – opting in, not out) and it needs to be really easy for people to request that their information is deleted.

However, while working out what is required might seem a little bit like wading through treacle, we don’t think you need to tear up your marketing plans and go back to the drawing board necessarily. We think that the regulations can present a real opportunity to harness the consumer data-free power of public relations.

Where does PR fit?

The clue is even in the name of the regulation – PR. The rules for contacting consumers will change the way you talk directly to your customers, but what if you were to contact them via a third party? Say, a journalist?

Business-to-business data regulation differs slightly. While processes must still be made clear and communicated simply, and the option to be forgotten made very easy, a ‘legitimate interest’ means that we can connect with our business contacts if what we’re sharing is reasonably believed to be something they want to see. This means we can continue to provide journalists with your content, resulting in media coverage read by your customers, without the need for consumer data.

Using social media achieves a similar outcome. As the broadcaster, you don’t need access to personal data to target your demographic and reach your audiences (although if personal information is exchanged, consent must be granted for marketing purposes). The rules around paid-for content are still undergoing some fine-tuning, but in the meantime, sharing content on a public platform is a great way to connect on a wide scale.

So, while GDPR will affect your marketing plans, we think it provides a great opportunity to think a little differently. PHM delivers PR and social media services to companies of all shapes and sizes; get in touch if you’d like to find out more. In the spirit of data regulation, you can also let us know if you’d like to be kept updated with all of PHM’s news by opting in to our mailing list.

This blog does not intend to provide, nor should it be taken as, legal advice.