Reade Blog

Working in the property and construction sector, we need to maintain extremely high standards and ensure we adhere to health and safety regulations. We’re very pleased to say that we now have Gold membership status with Constructionline. The process of certification required validation checks using a pre-qualification questionnaire. Our credentials were assessed for environmental management, quality management, equal opportunities, modern slavery act adherence and anti-bribery and corruption policies. We were also assessed for SSIP and were ‘deemed to satisfy’ SSIP certificates for health and safety – something that all construction buyers look for in supplier selection. Existing clients also had to provide testimonials about the quality of our work. Please view our other accreditations here. For further information about our range of services for the property and construction industry, please get in touch on 01252 336000 or email enquiry@readesigns.com.

Over the years we’ve learnt a lot from our work in the property sector. We often get asked about the best site signage options to help new developments stand-out and the most effective ways to capture buyer interest from passing traffic. Head of key accounts, James Herbst, specialises in the property sector and here he identifies the six most effective types of signage and the things to consider for each option: 1.      Development site hoarding All building sites must have site hoarding to protect the site and the public. This is the best and most cost-effective form of advertising for the development. It provides a large space for advertising and is reasonably priced, compared to other types of advertising media. Printed ACM is the most popular means of installing graphics onto the hoarding structure and is also very effective in making the construction site more attractive – a big positive for local residents. There are several ways that hoarding graphics can be enhanced to accentuate certain messaging or branding, as well as provide night-time exposure too. This includes: Built-up 3D letters with LED internal illumination or halo illumination Lightboxes – either flush inlaid or surface mounted Reflective vinyl graphics Raised hoarding sections 3D or protruding elements Creative or unusual surface covering. Depending on budget, the site hoarding can be fully or partially clad. It’s vital to have a good understanding of the phasing of the development at design stage; taking a considered approach allows for flexibility with messaging or future project updates. 2.      Printed site banners Most developments will at some point have scaffold structures in place as the building progresses. The scaffold structure also provides a huge area for advertising or to mask the construction site. Printed banners can be fixed to the scaffold structure with a perimeter stand-off frame that will ensure an even, flat surface for a well-tensioned banner. Generally, a printed mesh PVC banner is the popular choice, but the readability is often compromised due to too much natural light from above or below. There are good, lightweight and solid PVC products that are better suited and don’t affect the wind-loading on the scaffold structure too much. It’s always a good idea to have discussions around banner requirements ahead of the scaffold structure being erected. We can then guide the scaffolder in designing the scaffold structure to be able to withstand the weight and wind-loading of the banner. The banner can be further enhanced with the addition of LED flood lights on projecting arms from the top and bottom. 3.      Site gates Due to the volume of traffic entering and exiting the site gates, branding on the gates can start to look tatty quite quickly. Hoarding contractors also often supply gates that are not designed to take the load of timber ply and printed ACM. Printed mesh banners are a good option in these instances, as this eliminates the weight concerns and is reasonably inexpensive to replace if it’s damaged by site traffic or becomes dirty. This ensures that the site entrances look neat for the duration of the build. 4.      Banners and flags These are a very effective and inexpensive way of branding a site. They are often used to direct people towards the sales and marketing suites, site entrances or strategically placed along the hoarding line at the rear. Lightweight aluminium poles are available off-the-shelf, which are already structurally calculated and are very easy to install, whether it’s being braced to the rear of the hoarding or planted into the ground with sleeves. It’s worthwhile getting the best quality flag as in windy and dusty conditions, the flags will need to be replaced from time to time. We recommend knitted polyester flags that are hemmed. The flags can drape, which gives a level of movement and animation as they blow in the wind. Alternatively, banner flags will ensure the flag retains its shape and that the logo and core marketing messages are always visible. There are several off-the-shelf options available in standard sizes and where there is a requirement for a larger banner or flag, bespoke steel-fixed arm banners can be produced. These are more expensive and harder to install due to the increased weight but are very effective and can be re-used on future developments. 5.      Gantry signs, totems and monoliths These signs are suited for sales and marketing suites and will usually be bespoke. Using this type of signage would very much depend on the timeline of the development and available budget. Printed ACM panels are a great low-cost option and these types of signs have steel or aluminium posts or frames, which can either be planted in the ground with sleeves or secured with post mix. For the larger signs, you may need a concrete foundation, including a ground cage. In all instances it’s advisable to ensure that there are structural drawings and engineer’s calculations in place to maintain the integrity of these signs. Sizing and positioning will be very much site specific and you should consider factors such as viewing distance and any obstructions like trees, lamp posts and landscaping. These signs can be enhanced with the addition of 3D elements, back-lit logos and text, feature lighting or even up-lighting and down-lighting with the use of LED spotlights. 6.      Façade and building signage This signage is used for marketing and sales suites and the client’s marketing team would generally have considered the inclusion of any external signage in the suite’s design. We can provide expertise regarding material specification that would best show off the brand. The choice of materials will completely depend on the design and could be anything from ACM and stainless steel to aluminium and acrylics. Once installed, Reade Signs provides a maintenance service throughout the lifecycle of the build and we also offer responsible recycling of signage materials too. If you’d like to find out more about what signage would have the biggest impact for your new property development, please get in touch with Joanna on

The days of the deals-on-wheels style portacabin as a place for negotiations have well and truly vanished. And the property industry is leading the way in developing beautifully designed marketing and sales suites to create a customer experience that reflects a new housing or apartment development. Developers are essentially selling a lifestyle and to do this, they need to make their customers feel special. Marketing suites play an essential role in communicating the look and feel of a finished site; ensuring all touchpoints are spot-on by creating an immersive and interactive experience. They can also incorporate show apartments, 3D models, private meeting rooms, refreshment areas and closing rooms. An effective marketing suite makes potential buyers feel a connection to the development and its surrounding environment, as well as gaining trust in the developer and their service levels. We recently conducted our annual customer satisfaction survey; essential to us to ensure our reputation and service levels remain strong. Our customers include nationwide and local property developers, housing associations, construction companies and creative agencies. As part of the survey, we also asked them to share insights into the channels that achieved the most footfall to their marketing suites. Here are the top three results: Online and signage top the charts First – Website (29%)Second – External signage (24%)Joint Third – Hoarding and Social media (both 17%) The top spot isn’t entirely surprising, since we’re naturally used to interacting with digital technology for research and other practical purposes. Marketing focus is now, crucially, targeted at digital channels and making sure your website and social media channels are optimised and regularly updated is critical to maximise conversion rates. It’s also interesting (and of course pleasing to us!) that one of the oldest forms of marketing – signage – is still considered vital in prompting the desired audience action… getting people through the door of your selling space. It shows that offline brand touchpoints are just as important when creating a marketing strategy across multiple channels. If you’d like to find out more about creating a great customer journey, please visit our marketing suite page, our site signage page or our site hoarding page. If you’d like to discuss a project, please get in touch on 01252 336000 or email enquiry@readesigns.com.

Most new developments will require a dedicated marketing and sales space in which to engage with potential buyers. A marketing suite is your showroom – possibly even before you even have anything to show. We know that creating the perfect environment and optimising selling space is central to generating more leads for a new development, so we’ve put together our top five steps to creating a relaxed and comfortable environment for prospective buyers: 1. Start with the customer journey – during the planning phase, carefully consider how you’ll lead potential buyers through to your marketing suite. Elements like clear external signage and hoarding, the path around the site, inviting directional signage, a convenient car park, external lighting and landscaping can all be used to lead people in. Once inside, incorporate a reception and refreshment area with development models, interactive displays and brochures. When people are further along in the customer journey, they’ll want to view finishes, such as kitchens, carpets and tiles to get a taster of the style of the development and help them in their selection, so make sure you include space for this. Consider the route you’ll take to get people to the show house or apartment when it’s ready – this needs to be just as appealing to make sure they don’t feel like they’re stumbling through a building site. Finally, make sure you have an appropriate space in which final negotiations can take place. 2. Showcase the development’s brand – for a great first impression, the interior décor must be warm and comfortable – as well as an attractive and aspirational environment – to appeal directly to your demographic. Whether the finish of your marketing suite is luxury or affordable, or has quirky or traditional styling, will depend on the target audience. To maintain brand consistency, the choice of elements like furniture and technology should also reflect the development. 3. Tell your story – alongside your website, a marketing suite is a crucial tool in telling your development’s brand story. Make sure you do this with clarity and consistency. Intrigue the audience with informative wall graphics, interactive displays with CGI images, or a 3D development model to answer key considerations. You’ll need to communicate information like: the size of properties, how many are available, what the site plans look like, how far the nearest station is, what schools are in the area, the selling points of local amenities and restaurants, the development story, or the history of the area. 4. Function as well as form – marketing suites aren’t always the largest spaces, so don’t forget about practical considerations to working effectively. If your sales team has a good experience of working in the space, this will translate to buyers. Avoid clutter with built-in storage for bags or brochures. Think about formal and informal areas – you may need a relaxed seating area, as well as a private room for sales negotiation. Keep staff facilities, like the cloakroom, kitchen or toilet out of sight. You should also provide hi-vis jackets and hard hats and keep them in a tidy area. 5. Meticulous project management – working on a live construction site is not always easy, so excellent project management will be key to the success of your marketing suite build. Depending on the size and scope of the marketing suite and fit-out, from instruction to design, survey, artwork, production and installation can take anything from three weeks to six months. A good project manager will build strong relationships with the site and construction teams and maintain clear channels of communication. This will be a public space within a building site, so make sure you work with a company that adheres to strict health and safety guidance for peace of mind. Finally, it’s important to choose a consultative partner you can trust to find practical and cost-effective solutions to any issues that occur – rather than promise you they won’t happen in the first place. Reade Signs project manages the design and build of marketing suites to help customers visualise their new home. We do this for leading housing associations and property development companies – both one-off projects or nationwide roll-outs. Please visit our dedicated marketing suite page if you’d like to find out more. If you’d like to discuss a project, please call us on 01252 336000