Winkworth, an established real estate agency franchise system, has appointed Oracle Group to manage its public relations and communications strategy. This collaboration extends across the company's entire UK and international operations. The appointment represents a strategic move by the London-based agent network to strengthen its national presence while maintaining its focus on the local expertise of its franchise offices.
Strengthening brand presence
Winkworth's decision to appoint Oracle Group underscores the growing importance of a coherent and comprehensive communications strategy in today's real estate market. The aim is to increase the Winkworth brand's visibility at a national level and highlight its core values – local market knowledge coupled with a broad network. Oracle Group is known for its expertise in real estate PR and was chosen to realise these ambitions.
The strategic direction envisages solidifying Winkworth's perception as a leading player in the UK real estate market. This includes communicating the successes and specific offerings of individual franchise offices, while simultaneously creating a unified brand image at a higher level. Oracle Group will help disseminate relevant messages through various channels to reach both potential clients and investors.
Focus on local expertise and network
A key component of Winkworth's strategy is the emphasis on local expertise provided by its multitude of independent franchise offices. Although the company is pursuing a national PR strategy, the individual strength and deep understanding of local markets by each branch is to remain paramount. Oracle Group will meet the challenge of finding a balance between central brand management and the appreciation of autonomous local units.
This dual approach enables Winkworth to leverage both the advantages of a strong national brand and the specific benefits of local embeddedness. The communication will aim to clarify the synergies between the overarching network and the individual offices to increase the credibility and attractiveness of the Winkworth brand. Oracle Group's engagement thus marks an important milestone in the further development of Winkworth's communications work.
