ESPC
Brand Campaign

ESPC

Brand campaign

ESPC are one of Scotland’s leading property experts, with over 50 years in the game, and 120 member firms. The brand goes beyond search to help untangle the mysteries of home-buying – with hyper-local data, seasoned experts and super-friendly advice.

A new target, a new approach

ESPC had identified first-time buyers as a key audience for growth. Their long-term value was high, their existing brand awareness was low, and they had so much to gain from ESPC’s expertise and insight. To reach them we needed a fresh new brand campaign.

Making first-time buyers feel ready

Our first step was to get closer to the audience – with comprehensive desk research, visits to the ESPC property lounge, and discovery sessions, including in-person and online workshops and questionnaires. We were digging to find the pain points, the opportunities, and the parts where ESPC make the biggest difference.

We found that first-time buyers are older than they used to be – 33 on average. They’re typically in a couple, and both busy working hard, leaving little time to understand the jargon or handle the admin. They’re optimistic but anxious. They don’t know what they don’t know and they often lean on well-meant but out-of-date advice from family members who haven’t bought in decades. They could benefit from better advice much earlier than they think.

The whole process can feel overwhelmingly stressful. They don’t know the next step and they’re looking for a bit of emotional support and practical, digestible advice from a trusted local guide.

Listen to the radio ad below!

Own it.

Our punchy campaign idea aims to make first-time buyers feel confident. And to position ESPC as a partner not a portal – here to help people understand and handle the whole process.

Succinct and bold, the campaign was made to capture attention where the real decisions are made – in amongst those little moments of doubt on the commute and on the go.

We crafted and rolled-out an integrated campaign across social, display, bus sides and backs, train stations, radio, Spotify, billboards and even on fully recyclable takeaway coffee cups in local cafés.

All strategic, creative and art direction, writing, design, photography and management by StudioLR. Media by the magnificent Media Shop Scotland. Radio produced by the fine ears and fingers at Finiflex – voiced by the incredible talents of Tonia Strachan and Blanche Anderson. Models and stylist provided by the fantastic Colours Agency – Liam Fontaine, PJ Harper, Mailin Hurst, Hollie Thomas and Lucy-Isobel Bonner.

“Working with StudioLR on our first-time buyers brand campaign has been an absolute pleasure from start to finish. They truly nailed the brief – delivering a creative solution that not only captured our vision perfectly but also resonated widely, earning fantastic feedback from across the creative industry and beyond.

The team are incredibly organised, focused, and imaginative, and their level of account management is spot on. It’s been refreshing to work closely with the entire team and get to know everyone involved rather than just a few faces behind the scenes. We couldn’t have asked for better agency partners and are so pleased to have them by our side.”