Marketing Report: Evaluating Bricklane.com in the UK Market

This marketing report provides an in-depth analysis of Bricklane.com, a UK-based property investment company. It begins with an executive summary and introduction to the UK housing market, highlighting Bricklane's mission to offer fairer property deals. The report examines Bricklane's business model, including its online presence and fund offerings, like London funds and Regional Capitals. It applies the marketing mix (7 Ps) and PESTLE analysis to evaluate Bricklane's strategies, covering product, price, place, promotion, people, process, and physical evidence. The PESTLE analysis assesses the political, economic, social, technological, legal, and environmental factors impacting Bricklane's performance. The report highlights the company's strategies for customer acquisition and retention. The report concludes with recommendations to enhance productivity in the UK market.

MARKETING REPORT ABOUT
BRICKLANE.COM

EXECUTIVE SUMMARY
The housing market of UK has seen a tremendous change since 1996 and has evolved in an
industry contributing generously to the economy. Bricklane is a property based industry of UK
which is started by a team of young people who stays on rents in the year 2014. The aim of the
team members is to provide a fairer property deal to everyone in UK. The company has a
strategy to carry our a detailed value of the various properties on a monthly basis so as to give a
proper description to general public to invest in the best property which will yield higher returns.
Since Bricklane offers services through online portals it needs to create its web page in an
attracting manner so as to enhance customers experience and provide all essential information in
a user friendly manner. The customers, assistants, agents, support employees and team members
of Bricklane who bought and sold funds comes in this category of marketing tools. Marketing
involves team efforts in order to sell real estate funds or products.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The housing market of UK has seen a tremendous change since 1996 and has evolved in
an industry contributing generously to the economy. The report will incorporate impact of new
firms or start-ups in the UK market in all sectors and types of industries. The report will critically
focus on Bricklane which is a real estate industry providing aids in form of houses to people all
over the UK. The evolvement of technology and modern ways of living has boosted the
performance of new business firms tremendously. Thus, to understand the international market
and impact of globalization, an analysis of Bricklane and its performance needs to be evaluated.
Its current strategies as well as potential plans should be critically assessed in order to develop
products. Various recommendations needs to be developed so as to enhance its overall
productivity.
Bricklane is a property based industry of UK which was started by a team of young
people who stays on rent in the year 2014 (Encinas and et.al., 2018). The aim of the team
members is to provide a fairer property deal to everyone in UK. The business is owned and
operated by the team with diverse group culture and qualification aspects. The team has focused
on providing such products to general public and companies by raising investments globally.
Irrespective of the wealth of people Bricklane.com provides aids to each and everyone seeking
housing facility (Casey, Goodyear and Armour, 2016). Company has an expert group of people
advising on funds, merges and property acquisitions as well as creating portfolios for various
multinational companies such as ING, CBRE and LSL Peabody, etc. (Davis, 2017)
Bricklane has setup itself appropriately in the UK market enabling people to invest funds
in the UK property especially residential and earn returns from the housing market (Pietraszko
and Fong, 2015). Company has currently two types of products to be invested in based on
residential property which are London funds and Regional Capitals. Both these funds take in
monetary resources from the public and invests in high level properties (Tallon, 2008).
Company has a strategy to carry out a detailed value of the various properties on a
monthly basis so as to give a proper description to general public to invest in the best property
which will yield higher returns (Henderson and Romeo, 2015).
Another strategy followed by Bricklane is tax efficiency will inspires people to invest
more in the property sector using Bricklane.com website. The REIT has provided special
1

assistance to Regional Capital funds by imposing no corporate tax on revenue from property or
rent received (Encinas and et.al., 2018).
The partnership with Zoopla property is a strategical plan which backed up Bricklane.
With Zoopla, company has evolved tremendously and made available its products to a wide
range of people all over the UK (Henderson and Romeo, 2015).
Yet Bricklane has came up with a strategy to safeguard their customers which is one of
their prime responsibility (Walliss and Rahmann, 2016). The company uses 128-bit SSL
encrypted network to secure personal and vital data of customers.
Company needs to evaluate its marketing plan and strategies in contrast to the UK market
(Davis, 2017). Thus, applying the marketing mix theory to real estate business will help in
evaluating and formulating future strategies for Bricklane. By applying seven P's of the
marketing mix theory to selling property, realtor's can determine a brand’s offering and develop
a more effective property marketing strategy (A Fairer Property Market, 2018). These are:
(Source: A Fairer Property Market, 2018)
Product - It refers to as the offering a company made to customers. A real estate or
property business is a type of service industry which is created and enhanced by the providers.
Thus, Bricklane products are types of services rendered by the team to the general public for
2
Illustration 1: Marketing Mix

investing so as to receive returns later on (Pietraszko and Fong, 2015). The team members are
also providing people education regarding market updates and local property sales data.
Bricklane needs to evaluate its product performance on a regular basis and discard non
performing funds (Coën, Lefebvre and Simon, 2018).
Another point to be kept in mind is to conduct a research about the target market and
their needs and wants and then design the product accordingly. Such a strategy will help in
gaining higher funds to be invested.
Price - It refers to the amount which customers pay for a particular product. The
Bricklane has two types of products which has different prices and return percentage. Pricing of
property funds is essential in order to market them in an effective way (Encinas and et.al., 2018).
An efficient pricing strategy needs to be incorporated keeping in mind the buyer behaviour and
preferences.
The prices of property tends to fluctuate and thus is a major source of revenue for people
who has invested in property sector (Beracha, Hardin and Skiba, 2018). At Bricklane the current
return for five years is 4.2% and 2.5 % for their two products Regional Capitals and London
respectively. Examining sales cycles and price patterns will help in defining which area is
profitable so as to advise customers to invest in minimum amount in order to receive grater value
(Coën, Lefebvre and Simon, 2018).
Place or Positioning - It refers to a place where the customers can access the services or
buy the product of the company. Bricklane majorly operates through its personal website will all
necessary details and updates giving customers a clear information about its various services and
products (Encinas and et.al., 2018). Brand image is enhanced by the quality services and help
rendered by real estate officials. Since Bricklane offers services through online portals it needs to
create its web page in an attracting manner so as to enhance customers experience and provide
all essential information in a user friendly manner (Tallon, 2008). Key objective behind
establishing a leading real estate image is to position products in an effective an efficient manner.
Promotion - It is an essential marketing tool which will enhance the brand image of a
real estate through various techniques such as advertising, articles in newspapers and magazines
etc. (Henderson and Romeo, 2015). With globalization and digital technology, it is easier to
market and promote real estate products thereby increasing overall sales ratio. Bricklane has seen
around 84% of increase in total sales last year through promoting its products online using print
3

media. Use of social media and digital techniques has helped companies to evolve in a better
way accepting feedbacks and promoting products with proper details (Casey, Goodyear and
Armour, 2016).
People - The customers, assistants, agents, support employees and team members of
Bricklane who bought and sold funds comes in this category of marketing tools. Marketing
involves team efforts in order to sell real estate funds or products (Coën, Lefebvre and Simon,
2018). Through restructuring a healthy culture thereby providing training and development
facilities to employees so as to market product in an efficient manner which impacts on profits
and company's performance. Such services will help retain talented employees in the company
and thus, strengthen brand image (Davis, 2017). However, hiring the right candidate for the right
job is essential and Bricklane should focus on resources as they are vital for its overall success.
Process - The steps and procedures which are followed by a property dealer in order to
render services and deliver products according to the needs and desires of customers. The
process at real estate involves communication technique which is used by employees to convince
customers to invest in property products in an effective way (Casey, Goodyear and Armour,
2016). Quality and equal services is essential at Bricklane in order to win customer support. The
team members are continuously working towards enhancing services provided to people. The
ultimate goal is to provide the client with full transparency and an insight into how Bricklane
marketing system will help them (Davis, 2017).
Physical Evidence - Since real estate business is a type of service industry and
representation of product and services is vital so as to convey customers in an effective manner.
The ultimate objective is to satisfy customers in the best way possible. In order to correct
problem in an efficient way, team members at Bricklane needs to undergo a critical research
about the time, materials and expected return (How Bricklane.com works: Growing customers’
savings, 2016). The company promotes and advertise using social and print media needs to focus
on a target market and then design strategies to fulfil goals and objectives.
4

(Source: UK Residential Property Funds, 2017)
With globalization companies and management firms are expanding internationally in
order to expand growth market and profits. Bricklane do seem to have gained some ground over
the last year and a few weeks back they were named as one of the top 10 Fintech companies to
watch by the Financial Times having backed up by Zoopla (Encinas and et.al., 2018). The
company currently operates in Wales, Scotland, Northern Ireland, South East of England, The
South west of England, East and West of England and The Midlands. The analysis of
International market comprises of evaluating various factors which impacts the performance and
operations of real estate as well as the value generated by the property (Beracha, Hardin and
Skiba, 2018). The PESTLE analysis will help to identify the potential of the international market
so as to estimate the growth of property.
Political - The laws and regulations imposed by the UK government impact the growth
of the real estate market. Bricklane is affected by the changes in interest rate and bank loan rate
as it resists customers to invest and rather impel them to save for future (Casey, Goodyear and
Armour, 2016). The changes in government policies due to digital technology and globalization
has affected Bricklane thereby cutting down its overall profit margin. As Bricklane is engaged in
acquiring funds and investing it in housing sector which will earn revenue from tenants it needs
5
Illustration 2: PESTLE Analysis

to acquire huge lands and infrastructure which is surrounded by government taxes and trade
barriers (Pietraszko and Fong, 2015).
Economical - The rapid changes in technology and evolvement of digital techniques has
provided competitive advantage in the international market thereby growing demand for
investment purposes in property segment (Walliss and Rahmann, 2016). The rapid increase in IT
sector has also opened new ways for development. Rising middle class with increasing income
levels and rapid urbanization causing the current real estate boom in the UK which has enhanced
Bricklane brand image. Though high rate of inflation has curbed investment in real estate sector
as consumers are investing money in essential products (Encinas and et.al., 2018). The fiscal
policies and exchange rate has impacted the international market for Bricklane.
Social - The population growth has increased tremendously which has demanded more
need for housing property thereby impelling Bricklane to invest more and more in housing sector
so that every one has a housing facility in UK. The change in tastes and preferences of
consumers and growing need for proper health has also provided strategic opportunity to real
estate business (Coën, Lefebvre and Simon, 2018). Construction housing according to
demographics also play a vital role in uplifting overall brand image of Bricklane. The company
needs to plan for land by negotiating with government so as to provide housing facility to each
and every person in UK thereby generating rents and providing profits to customers who has
invested in property sector (Walliss and Rahmann, 2016).
Technological - Technological advancement could be witnessed at each and every
second and it impacts the housing company thereby allowing people to buy and sell using
internet technology. Globalization has come with its impact and now many companies in the UK
have embraced internet marketing and e-commerce (Beracha, Hardin and Skiba, 2018). Thus,
international markets are prone to newer technologies and innovation which cater to the needs of
customers by impelling them to invest in foreign markets thereby gaining an extra penny due to
fluctuations in exchange rate. Quick and new ways of constructing will help Bricklane to expand
fast at a high speed so as to provide housing facility to people thereby earning revenue.
Legal - In order to expand in the UK market, Bricklane needs to follow certain legal
regulations imposed by government on real estate industry(Coën, Lefebvre and Simon, 2018).
The safety and security of people and their personal information needs to be secured by using
proper network and encryption channels (Walliss and Rahmann,2016). The government has
6

evolved various laws and acts which Bricklane needs to implement relating to building
construction and improvement acts. The manner in which a Bricklane operates in terms of rule of
law and how it copes up with the legal requirements of the UK is very vital as it limits conflicts
and enhances success of the company (Tallon, 2008).
Environmental - The international environment faced by Bricklane is full of competition
from various real estate industry which has higher returns and lower rate of investment. Both
internal and external environment of UK affects Bricklane and its performance (Tallon, 2008).
Additionally, the construction practices followed by Bricklane was against the environmental
policies formed by UK government which has cost a huge amount to the company since its
inception. The ministry of UK is taking actions to ensure that such constructions don’t happen in
the future and as far as possible the current constructions are put on hold (Beracha, Hardin and
Skiba, 2018).
(Source: UK Residential Property Funds, 2017)
An analysis of entry methods in the UK market is arranged in a structured way that
makes possible the entry of new products, technology and services (Brick Lane, 2016). A market
entry mode is a significant method for the delivering of a company’s product, technology, and
human and financial resources into a foreign market. Thus, entry of new real estate firms is easy
in UK markets and has a huge potential as well to grow with the market. There are many entry
7
Illustration 3: International Marketing

modes to enter UK market in order to expand business globally thereby increasing competition
(UK Residential Property Funds, 2017). These are:
Strategic Alliances - It helps in competing in the international market by building
relationship with others thereby gaining competitive advantage. Strategic Alliances in real estate
business will help Bricklane to establish relations with partners providing complementary
services such as partnership with Zoopla or combine its work with other firm working at the
similar level (How Bricklane.com works: Growing customers’ savings, 2016). The crucial aspect
related to strategic alliance in order to enter foreign market is risk sharing, asset protection,
resource pooling, and the ability to react quickly to market changes.
Joint Venture – It is another form of entry mode into international market and has vast
potential to help the business grow especially property based business (Henderson and Romeo,
2015). It helps in sharing both ownership and control which impact the firm to achieve
competitive advantage in the international market. The benefits of joint ventures are access to
financial resources, pooled research efforts, product development and wider distribution
channels.
Global marketing is a vast concept helps in increasing economies of scale of big
companies (Coën, Lefebvre and Simon, 2018). The various recommendations for Bricklane to
enter international markets are:
 Bricklane should consider both international as well as domestic market and implement
policies accordingly. Each segment should be strategically divided in order to design
policies and procedures keeping in mind the target group (Casey, Goodyear and Armour,
2016). Being an investment firm, Bricklane needs to design products according to the
market conditions in which it operates and thus cannot have same structure for global and
domestic segment.
 It is vital to understand local market needs and culture which will base the global market
structure of a real estate firm like Bricklane. The team members at Bricklane needs to
evaluate customer needs and behaviours as well as marketing condition locally so as to
position itself in the international market abruptly (Beracha, Hardin and Skiba, 2018).
Thus in order to operate in international market, Bricklane needs to understand the
culture and preferences of customers their so as to evolve products and prices
accordingly.
8

 With technology the company has evolved tremendously and it is recommended to use
internet based technology to promote products and use social media to advertise plans
(Coën, Lefebvre and Simon, 2018). The digital technology has helped Bricklane to devise
strategies to capture international market. With such technology feedback could be
reviewed and strategies could be formed so as to meet legal challenges in order to operate
in international market (Encinas and et.al., 2018).
 It is recommended to have effective communication as it will enhance performance of
company both globally and domestically. Open communication network is essential in
building relationship as well as nurturing them. Thus, one of the biggest benefits of
operating globally with a local presence is the opportunity it provides to develop a deeper
understanding of the markets in which your company operates and its potential. It enables
you to prioritise and optimise your efforts and budgets effectively (Casey, Goodyear and
Armour, 2016).
CONCLUSION
The essay concludes the impact of new firms in the UK market and the importance of real
estate business which will provide housing facility to people of UK. The Bricklane was
incorporated by a team of members which has keen interest on developing a housing society for
everyone providing them shelter. It uses funds invested by people to provide housing facility to
other people of UK. The amount though invested earns revenue at a fixed percentage as well as
an extra income though fluctuations in the value of property. The Bricklane has positioned its
brand in UK as a sector providing housing space to all and wants to expand globally so as to
enhance its operations. The Bricklane operates through its personal website allowing people to
buy and sell funds at any point of time. Majorly two funds are operating in the Leeds,
Manchester and Birmingham. The essay also incorporates various recommendations for
operating in international market as various property business could give a tough competition.
9

REFERENCES
Books and Journals
Beracha, E., Hardin, W. G. and Skiba, H. M., 2018. Real Estate Market Segmentation: Hotels as
Exemplar. The Journal of Real Estate Finance and Economics. pp.1-22.
Casey, A., Goodyear, A. V. and Armour, M. K., 2016. Digital Technologies and Learning in
Physical Education: Pedagogical cases. Routledge.
Coën, A., Lefebvre, B. and Simon, A., 2018. International money supply and real estate risk
premium: The case of the London office market. Journal of International Money and
Finance.
Davis, N., 2017. Digital Technologies and Change in Education: The Arena Framework.
Routledge.
Encinas, F. and et.al., 2018. Sustainability Attributes in Real Estate Development: Private
Perspectives on Advancing Energy Regulation in a Liberalized Market. Sustainability.
10(1). p.146.
Henderson, M. and Romeo, G., 2015. Teaching and Digital Technologies: Big Issues and
Critical Questions. Cambridge University Press.
Pietraszko, M. J. and Fong, S., 2015. Advances in Digital Technologies: Proceedings of the 6th
International Conference on Applications of Digital Information and Web Technologies
2015. IOS Press.
Tallon, L., 2008. Digital Technologies and the Museum Experience: Handheld Guides and Other
Media. Rowman Altamira.
Walliss, J. and Rahmann, H., 2016. Landscape Architecture and Digital Technologies: Re-
conceptualising design and making. Routledge.
Online
A Fairer Property Market. 2018. [Online]. Available through: <https://bricklane.com/about>
Brick Lane. 2016 [Online]. Available through: <http://www.bricklanedc.com/work-1/>
How Bricklane.com works: Growing customers’ savings. 2016. [Online]. Available through:
<https://medium.com/bricklane/how-bricklane-com-works-growing-customers-savings-
f6b4474c2045>
10

UK Residential Property Funds. 2017. [Pdf]. Available through:
<https://hartleypensions.com/wp-content/uploads/2017/09/sipp_information_pack-
191017.pdf>
11