Creating a desirable and memorable positioning.
How do you compete against the PLCs, when you’re a small housebuilder and completely outspent?
You do it by focusing on what makes you different; and how that differentiates you against the PLCs; then articulating that simply and memorably.
So, if you build properties that are different site-by-site and further offer substantial opportunities to personalise those properties, focus on that. It’s certainly not the offer of a national housebuilder and crucially is exactly what individual purchasers want.
So the notion of a housebuilder, creating like an artist, producing individual creations, fitted perfectly for Cartwright. And so, the ’art’ of housebuilding is now owned by Cartwright.
Simple. Motivating. Memorable