1. A Commercial Approach To Sales & Marketing
Tim Seward
Director of Sales & Marketing
Latimer – part of Clarion Housing Group

2. Clarion Housing Group
Recently merged – Circle Housing & Affinity Sutton
Largest Housing Group in the UK
Target to build 50,000 new homes in the next 10 years
2,000 new shared ownership homes a year
1,000 private sale homes a year
National coverage
Challenge to set up a volume sales operation

3. Driving efficiency
Separating out our sales functions to be clear on responsibilities
Adopting realistic and commercial sales assumptions
Improving our front line customer contact
Improving our digital marketing platform
Using a sales CRM system to manage volume buyers and properties
After sales service key to our brand

4. Digital marketing platform
Ability to track all sales leads and ROI
Understanding how our customers are interacting with us online and personalise marketing
Interrogation of data to segment and target buyers
Automation of contact with customers
Self service offering - online viewing booking system
Use database to cross sell
Update multiple portals in one go

5. Sales CRM system Track every property and every buyer
Manage sales programme performance with easy reporting
Give each buyer their own account log in to manage their journey and view progress
Automate a lot of sales progression work
Keep sales on track with time management tools

6. Excellent customer service
Feed in at the very beginning to shape the design and specification to get the product right
Aligning our shared ownership customer journey with our private customer journey
Selling the lifestyle and product and less focus on all the hoops usually associated with shared ownership
Making our after sales service integral to the process