Project:
Membership Acquisition

Sector:
Property Industry

Services:
Market Research, Interviews, Data Analysis, Design, Artwork, Media Buying.

The UK Association of Letting Agents (UKALA) is a trade association that represents the interests of letting and management agents in the UK, whilst also safeguarding the interests of both landlords and tenants.

Background

The UK Association of Letting Agents (UKALA) had been operating for a number of years prior to entering into a mutually beneficial business agreement with the National Landlords Association (NLA), the leading association for private-residential landlords in the UK.

With changes in the lettings industry, UKALA needed to keep pace and existing members were required to adopt a number of new processes and standards to adhere to their new code of practice of membership, including the essential addition of Client Money Protection which the association had not previously required members to hold.

Following the change there was a shift in the membership profile; some not renewing and other, newer members being attracted by the offering. However membership numbers were still somewhat short of the target, so some internal research was carried out.

Rubicon were invited in as consultants to assess the research findings, carry out additional external research, undertake a review of existing processes and present a proposal as to the way forward.

What we did

Collation and analysis of the available data enabled us to identify where bottlenecks were occurring and at which points in the process prospects were being lost. Carrying out external, targeted research with potential members reinforced these findings and also provided insight into how the promotional collateral was viewed.

To fully understand the procedures followed by all those involved we arranged interviews with everyone that took part in the prospecting and membership process. This provided invaluable insight that was then compared with the prospect experiences.

From this we prepared and presented a findings document that offered short term and long term proposals to enable UKALA to increase both enquiries and conversions.

In addition we simplified the promotional collateral (emails and print adverts) to focus on the core messaging and benefits, and created a media schedule to support this proposition.

Results and Benefits

As a result of our findings and presentation internal processes were further evaluated and many of the recommended changes have since been adopted. The CRM reporting and processes were updated to a single data core, with all responses and sales activities logged and follow up procedures and scheduled prompts automated. Membership initiatives were tested; regular communication with members was reinstated and the suite of marketing collateral was updated.

Within the first year, enquiries notably increased and membership increased by some 33%.

The Client’s View

“Since Rubicon supported UKALA, awareness, reputation and membership of UKALA has gone from strength to strength. This has included invitations to give evidence to Parliament, and raised profile among all agents.”

Meurig Lloyd – Member Services Manager, UKALA

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