Educational content hub for L&Q

When housing association L&Q needed to increase the number of qualified leads, we engineered a new website and registration process to better educate their customers.

The brief

Many of L&Qs enquiries were coming from people who either didn’t meet the eligibility requirements for shared ownership or simply wanted to know more about the scheme. Educating these customers was placing a burden on the sales team and increasing their overall response times.

L&Q needed to find a way of educating customers about the shared ownership process, and its strict eligibility requirements before they sent a sales enquiry.


The solution

We designed, built, and produced all of the content for a new website focused exclusively on L&Q’s shared ownership product. As well as showcasing the properties available under the shared ownership scheme, we included a series of videos focusing on each step of the process.

A new registration process allows L&Q to cater for two very different customer segments. Visitors who are simply looking to learn more about shared ownership can now register for specific email updates, rather than submitting a property sales enquiry. Not only does this open up additional lead capture opportunities, but reduces the number of ineligible customers submitting sales enquiries.

We also provide L&Q with regular website reports and quarterly reviews. This helps them to assess the effectiveness of the website, their marketing activity, and identify areas in which both can be continually optimised.

"Committing to a content marketing approach means we can have flexible and relevant content across all of our marketing channels.”

Olivia Scrimshaw – Marketing Director, L&Q


Viewers of educational content spent 4x longer on site, and converted 3x as often

A 460% year-on-year increase in qualified leads
Winner of the Best Digital Marketing Campaign at the Property Marketing Awards 2015

Step by Step Guide to Shared Ownership with L&Q


The website provides a step-by-step guide to shared ownership

Two emails created for L&Q's email subscribers

Educational emails are regularly sent to L&Q subscribers

Get in touch

Ready to take your Property videos to the next level?

[email protected]

020 3746 8034

Creative Works, Blackhorse Lane, London E17 6DS

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