As part of our ongoing partnership with Miller Homes, R&Co has worked on a series of influencer marketing campaigns to support the house builder’s developments in the East and West Midlands and the Southern regions.
As experts in social media for property firms and house developers, we used our understanding of the influencer marketplace to develop a creative marketing campaign.
Our team identified up-and-coming creators who could each put their own creative spin on the brief from the client; promote Miller Homes as high-quality house builders to audiences beyond the reach of their owned social channels.
We tapped into national and international events, regional champions and trending topics to build influencer campaigns that would resonate with Miller Homes’ target audience.
Read on for examples of our influencer marketing campaign and the results we achieved.
National Picnic Week
For our first influencer marketing example, let’s take a look at National Picnic Week.
For this popular June event, we worked with family-focused influencer Laura Hignett (@Horsham_Families) from the Sussex region to promote the Miller Homes Minverva Heights development in Chichester.
With a new primary school being built as part of the development, young families were the primary target audience for Miller Homes at this site, so tapping into Laura’s community of local families was the reason we tactically chose to partner with her.
Our brief to Laura was to showcase local picnic spots near to the Minerva Heights development, but also to feature the showhome within her content.
Laura used the showhome kitchen to prepare the contents for the picnic with her daughter, adopting the trend for snack boxes to add relevancy and support the content being picked up by the Instagram algorithm.
The bite-sized content really whet the appetite of Laura’s followers, delivering strong engagement.
Key result: 4.3k+ Reel plays
Rachel Anna Home
It’s a property marketer’s ideal scenario when a client’s customer is also an influencer. We had the opportunity to maximise Rachel Evans (@RachelAnna_Home) as a brand ambassador through an ongoing series of collaborations.
After first partnering with her in 2023, we revisited Rachel Anna Home in summer 2024 for a new influencer marketing campaign with Miller Homes.
Our social media team tasked her with creating a pair of Reels to showcase focus homes and developments across the West Midlands region.
Rachel’s content always drives high levels of engagement, resulting in a successful campaign.
As a true brand advocate, we also worked with Rachel on a Miller Group marketing campaign to mark its national 90th Birthday campaign.
Key result: 20.3k+ Reel plays
World Wellbeing Week
To promote the Miller Homes Rectory Gardens development in Sutton Coldfield during World Wellbeing Week, we partnered with local yoga instructor and content creator Sian Siekierski (@Sian_Yogafinity). With Sutton Coldfield being an affluent area, Sian’s largely female audience who enjoy their leisure time was a perfect fit.
In order to produce content that would align with Sian’s audience but also showcase the Miller Homes development, we tasked Sian with creating a series of Reels throughout World Wellbeing Week where she demonstrated different yoga exercises that could be done at home.
We brainstormed with Sian ahead of the filming day so she could best advise which exercises her audience would be interested in.
This enabled us to create a series of content, rather than a standalone Reel, which helped to build credibility with her audience and allowed us to showcase multiple areas within the home, including the bedroom, lounge and kitchen.
Check out part one above, followed by part two and part three on Sian’s Instagram.
Key result: 7.5k+ Reel plays
Newark Foodie Finds
Our challenge when promoting the Miller Homes at Middlebeck development was that there was no existing showhome or sales office available to film in and very little brand presence on site.
Our approach to this challenge was to focus instead on how an influencer marketing campaign could promote the local area and showcase the perks of living in Middlebeck, which is closely situated to the Nottinghamshire town of Newark.
Our influencer research led us to discover Meeko the Foodie, a Nottingham-based food content creator with a distinctive, energetic style and a clear passion for creative content that really champions the Nottingham region.
We worked with Meeko on a two-part collaboration. First, he first explored the town of Newark and gave his first impressions, then he followed up with a mini review of the best foodie spots in the area, including the new cafe at the heart of the Middlebeck development.
Both parts of his video ended with a call to action to sign up for updates about the upcoming development on the Miller Homes website.
Meeko’s content performed very well and drove high levels engagement – comments on the posts showed people were excited to discover more about Newark as a destination, demonstrating that the content had changed perceptions and successfully driven interest in the location.
Key result: 13.1k+ Reel plays
How to create an influencer marketing campaign for house builders
Are you wondering how to create an influencer campaign that delivers real results?
For house builders like our client Miller Homes, partnering with influencers for marketing campaigns can be highly beneficial in boosting brand visibility and credibility.
While influencers with a strong presence in interior design can showcase new builds to an engaged audience, widening the remit beyond home-based content can broaden the reach of the property developer’s brand to new audiences.
We recommend carefully considering who the target audience is for a development, as this helps to shape the influencer marketing strategy and identify who to work with and what content they should deliver.
Always think creatively and tap into the mindset of your potential customer – future home owners – to plan effective influencer partnerships.
Key questions to keep in mind when planning your influencer marketing strategy:
- Who are your customers?
- Where do they spend their time online?
- What are their interests outside of property?
- How can you engage with them in a creative way?
Our top three influencer marketing tips
- Keep an open brief – let the influencer use their style, after all they know their audience and the type of content that their followers will engage with
- Collaboration with brand account – utilise influencer content on your own channels to showcase your products in a new, creative way.
- Use tracking links in Stories – these will help to support commercial targets by demonstrating how much traffic has been driven to the client’s website
Get support with your own influencer marketing campaigns, or check out our PR, SEO and social media case studies for more examples.
To find out how we can successfully deliver a campaign for your business, contact us.
