Coffee replaces confrontation at Fenn Wright’s new-concept property shop designed by Puur

Fenn Wright, the East Anglia, North Essex, and South Suffolk estate agency, which lays claim to being one of the oldest in the UK, is today launching a new concept for its residential property shops. Designed by Puur as part of an overall brand and identity review which also encompasses literature, advertising, signage, vehicle livery, and merchandising, the new retail concept launches at Fenn Wright’s new seventh branch in Kesgrave, on the outskirts of Ipswich.

 

Fenn Wright’s new Kesgrave property shop, which will handle residential sales and lettings, is unlike any other outside London. It is the result of in-depth research by the firm’s marketing department in conjunction with Colchester-based branding, marketing and design consultancy, Puur.

 

The new concept does away with the old-style office where buyers or sellers are lured through the door by glossy pictures displayed in shop windows, and then confronted by a phalanx of agents behind desks, all eagerly inspecting the latest quarry.

 

Michael Rance, Puur’s founder and creative director, said: “We’ve been working with Fenn Wright for over 18 months now, helping the business to more closely align all its branding to its services. When we got to the actual environments, we conducted an audit of high street estate agents in Essex and Suffolk. Unsurprisingly, we mainly found that outside the M25 estate agencies are not very welcoming places. Our aim has been to bring the extremely personal process of buying or selling a house in line with Fenn Wright’s strong customer-focused attitude. To do this we created a much brighter contemporary environment. When twinned with other elements of the brand, this will deliver a much more relaxed and pleasant experience for buyers, sellers, and staff.”

 

The new Kesgrave shop is arranged as a series of light and airy spaces with curving walls, attractive showcases and comfy chairs where people can meet, sit, drink coffee, and chat about their needs. The negotiators’ desks and electronic equipment are tucked away out of general view – a far cry from the traditional layout of an estate agency.

  

Fenn Wright’s Managing Partner Alan Williams said: “There are people who question any decision to expand estate agency businesses given the current prominence of online property portals. It’s our view, though, that nothing beats the personal touch. We’ve heard a lot recently from people who’ve spent many hours trawling the internet and haven’t found a suitable property. Face-to-face, we’re able to build up a dialogue with buyers and better understand their most significant needs. A catch up on progress over a coffee also helps to build better connections with sellers. We hope our new-style property shop will prove an even more welcoming environment for buyers and sellers, and make their moving experience more relaxed and enjoyable.”

 

Over time, the concept will be rolled out across the estate agent’s six other branches, one in Ipswich Buttermarket and five more along the A12 corridor.

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