Foxtons Company: Promotional Mix and Marketing Strategies Report

This report provides a comprehensive analysis of Foxtons, a real estate agency based in London, and its marketing strategies. It begins with an overview of the company and its services, followed by a detailed examination of its promotional mix, including advertising, public relations, sales promotion, events, personal selling, direct marketing, and social media marketing. The report explores Foxtons' use of Facebook, Instagram, and other platforms for advertising and customer engagement. Furthermore, the report delves into the AIDA model (Awareness, Interest, Desire, Action) and communication models employed by Foxtons, illustrating how the company applies these strategies to attract and retain customers. The report also evaluates the effectiveness of Foxtons' marketing efforts, providing insights into how the company builds brand awareness and manages customer relationships. The report concludes by summarizing the key findings and offering insights into the importance of marketing in the real estate business.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
Background and Overview of Foxtons Company.......................................................................3
MAIN BODY..................................................................................................................................3
Task 1...............................................................................................................................................3
Promotional Mix and Activity of Company Foxtons..................................................................3
Task 2...............................................................................................................................................8
AIDA Model of Marketing..........................................................................................................8
Communication Model of Marketing........................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Background and Overview of Foxtons Company
Marketing is a tool through which every company communicate its value and strength to
its customers. In present era, marketing is not as expensive as before because now everyone is
using it for their business expansion and growth. So, in order to further understand marketing
importance and its implementation & existence in the business the report will cover all the
promotion mix or portfolio of Foxtons company. Foxtons is a real estate agency located in
London offering the service related to residential property sales and letting services. Currently
they have around 50 branches all over UK. The report will discuss the advertisement techniques
followed by the company in order to communicate with its customers and make strong relations
with them. The report will also cover the sales promotion, events, personal selling, direct
marketing, interactive marketing and direct marketing methods and portfolio adopted and
managed by the company (Conklin, Hyde and Parente, 2019).
Further, the report will also state the platform the company used in order to launch various
social media campaigns and word of mouth marketing. The report also state AIDA and
communication model uses by the company and apply the same in the business to increase the
customer base. For this, the report will also evaluate the effectiveness of promotion mix and
portfolio used by the company in the form of social media platforms likes, shares, comments etc.
With this example the report will help the other company and make them realize the importance
of marketing in the business.
MAIN BODY
Task 1
Promotional Mix and Activity of Company Foxtons
Advertisement

It is defined as a communication tool with the help of which any company can
communicate their products and services to their customers along with build the brand awareness
among them. The Foxtons uses the Facebook platform to launch advertising campaigns with the
largest creative agency name M&S Saatchi. With this the company shows strong sales records
after the campaigns goes viral. The company in order to attach with large number of existing and
new customers also launches its various ads such as “Sell your home in London through
Foxtons” on the Instagram, YouTube, Twitter, Pinterest platforms etc. The targeted audience of
the company is UK public. Foxtons before launching any ads first set the goals and objectives,
they expect from such an advertisement (Gornostaeva, Alekhina and Lazareva, 2017). The
company posted various ads with the pictures of latest and modern design homes on their
websites to receive the heavy traffic. Along with that the company also uses the traditional
newspapers ads in order to attract the old groups of people as they use it more. The message of
such an ads or campaign is proving the high-quality homes to the customers as per the internal
design set by them.
Public Relation and Publicity

Publicity is an attention given to anyone and anything in order to either improve its
existence and discourage its work. This is known as publicity campaigns. Foxtons is a company
having a strong brand image in the eye of the UK public because of the product awareness news
spread by the BBC news. Whenever the public need to buy or sell any house they must go for
Foxton agency because they provide them best deal and also charge less commission as
compared to other estate agency in UK. The company uses BBC media for improving public
relation because public have belief on this media that they always provide true information to
them (Cooper and Burrow, 2019). Before selecting any media, the company always make sure
that they read all the new published and show by such media on their newspaper and channel
respectively. Along with positive comment the various press that releases the fake information
regarding the company that they offer less quality houses at high price and also charges high
commission. But because of all time activeness of the company on social media, they convert
this challenge into the opportunity for building public relations.
Sales Promotion
Sales promotion is the technique or can say investment through which the company can
offer their products at low price than the normal price to the customers in order to boost sales of
company. For example; Foxtons uses the discounts tactic at the time whenever they start selling
homes and flats in new buildings in order to attract more and more customers. The company also
uses the prize competition tactic with the help of which more people participate in the
competitions in order to win prize. Company tries to make sure that the first prize involves high
cash amount or may be luxurious items and vehicles. But on the other hand, they also put
condition of home purchase (Riefa and Willett, 2018). As nowadays every individual wants that
they have their own house so the Foxtons company in order to fulfil their needs provides them
EMI facilities. By doing this and adopting sales promotion techniques the company reduces its
risk and make more profit as compared to time when they do not use SP. It is also helpful for
retaining existing customers.
Events and Experience

The upcoming event of the Foxtons group plc. for the quarter 1 of the year 2021 will be
conduct on 22/4/21 which include sales and revenue release. The company also launches various
sustainability development events in order to make their customers believe that they follow all
the provisions of use of natural resources. The company also follow the corporate social
responsibility in order to improve both the company’s growth and society satisfaction. The
purpose behind following the CSR by the company is to return back to the community
(Constantinou and Fenton, 2017). With the help of events the company provides positive value to
the society. For this purpose, Foxtons give donations to poor peoples, provide education benefits
to illiterate children etc. This helps the company in achieving its goals and objective of increment
in profitability and also provide the scope of business expansions all over the world.
Personal Selling
Personal selling is the technique and strategy with the help of which company improve its
sales of product and services. For example; Foxtons uses its sales force to sale the home after
meeting face-to-face with each customer. It is best suitable for the estate agency because every
customer needs special treatment while purchasing home or flat. With the help of point-of-sale

merchandising the company pay high attention to the customers and Foxton uses it to make them
feel special. Such an action encourages the retailers and estate agents to stock products and
services from a range. The company uses the AIDAS theory of personal selling and by doing this
understand their target customers and also identify their needs and preferences. The most crucial
benefit the company enjoy by using this two-way-communication is immediate feedback from
the customers regarding the quality and design of the houses (Rogerson and Selway, 2017).
Direct Marketing
The Foxtons company uses the direct marketing to connect with their ongoing clients via
use of internet. For this the company uses the social sites and their own websites along with the
direct mails to the clients. For posts, videos and mails the company use precise language and
format which is easily understandable for the customers. They also make sure that the design of
the images is clean and attractive which easily attract the customers mind and change the buying
perception of the customers from no to yes. In order to launch direct market campaigns, the
company always make sure that the buyers and sellers receive the sales-oriented contents along
with the relevant information keeping in mind the client’s perceptions can change easily. Any
content of the campaigns changes the mind of the clients for not purchase of house has been
avoided by the management of the Foxtons (Foxton and et.al., 2019). The company also make
sure that their sales force does not go too personal with the clients which make them
uncomfortable to share with the sales force. For this the company provides proper training and
development sessions to the employees of the company.
Social Media Marketing
Nowadays, around 97% of the real estate agents uses the Facebook platform, 59% uses LinkedIn
and 39% uses the Instagram to share their products and services and make a strong brand image.
Same the case with the Foxtons, they earlier use Facebook platform more to launch the social
media campaigns. But now in order to grab the opportunity and take the competitive advantage
in the market and also to become number one among their all competitors they also keep them
active on other platforms also. For this purpose, the company start a blog channel on the
Instagram to share the designs, tips, advice and discounts offer. As SM platforms provide the
feedback sections to all which help the clients in sharing their thoughts and also issues. And the
company uses this as opportunity and try to reply back as soon as possible to win the trust of
their clients (Livingstone, Fiorentino and Short, 2021).

Task 2
AIDA Model of Marketing
Meaning of Model
AIDA is a model used by the company in order to track the customers journey of
purchasing the products and services from the four steps. These four steps include awareness,
interest, desire and action and known as the best marketing model to understand the needs and
preferences of customers including their behaviour and buying pattern (Montazeribarforoushi,
Keshavarzsaleh and Ramsøy, 2017).
Ways through which Foxton apply AIDA model
Foxtons company uses this model of marketing in order to make their customers realize that
their quality and designs of the houses are way perfect then it seems. The company apply and
follow these four steps daily in order to plan the marketing communication strategy
(Pashootanizadeh and Khalilian, 2018). The customers of the company go from this stage of

buying process to reach at the final purchase decision of whether to purchase a house from the
Foxtons or not.
 Awareness: In this first stage, the company need to understand the perception of its
customers which include whether they like expensive product with high quality or they
like low-cost products irrespective of the quality. In the given case, Foxtons uses social
media platforms such as Facebook, Instagram etc to advertise its houses with images and
short videos and spread the brand awareness among the customers. For this company also
launches various brand awareness campaigns (Pashootanizadeh and Khalilian, 2018).
 Interest: In the second stage, the company make sure that whatever the images and
videos of the houses they share on the social media platforms must have valid and best
quality content. In order to know the feedback of the customers the company uses the
customer rating as a proof. In order to back up the reputation of the company, they use
the likes, shares and comments on the post and videos as a proof and attract the
customers by highlight them on social sites.
 Desire: In order to meet up the desire of the customers regarding the services related to
residential property, they make an emotional connection with them. For this they ask
them about their issues and problems and try to solve them via online chats. The another
step the Foxton company adopt to meet the customer desire is immediate response to all
the Twitter feeds and share their advices and tips to resolve the customers issues.
 Action: In this stage, the Foxtons company uses the all-social media platforms along with
their own websites in order to connect with their customers when they need to take any
purchase of residential property actions. The company also uses the email and inbound
phone calls to engage with the customers in case if they do not find social sites
comfortable to connect with them.
 Retention: For retaining the loyal customers with themselves, the Foxtons company uses
various discounts, flash sales and coupon offers for their customers. For this the company
also launches its offer on both online and offline platforms. Such as social sites for online
offer and newspapers and holdings for offline offers to encourage their customers
(Pashootanizadeh and Khalilian, 2018).
Evaluation of effectiveness

With the daily use of hierarchical system of the AIDA model, the company can effectively
understand the behaviour and buying pattern of the customers. The aim of this advertising model
is to encourage the customers towards the company’s products and services. By applying this
model in the marketing strategy, the Foxtons company formulated the attract attention, maintain
interest and create desire of their customers towards the purchase and rent of residential property.
By this the company can easily improve the decision-making process of each customers without
putting much effort on them. This is also known as purchase funnel which help the company in
improving the overall sale of houses in a year and the company are also able to retain its loyal
customers with themselves (Gever and Olijo, 2017). With this model help the company modify
the design of the houses according to the customers needs and preferences. Because of various
brand awareness campaigns launch by the company is get successful as their presentation create
a sense of desire in the mind of the customers who wants to buy house but because of non-
availability of money they can’t. The company also provide them home loan facility by dealing
with different banks.
Communication Model of Marketing
Meaning of Model
Communication model of the marketing strategy help the company in conveying the
message to the ultimate customers. By following the interaction model of the communication
helps the company in removing the barriers of communication such as language barriers and
noises which disturb the message. This interaction model involves the seven steps which
includes message, sender, encoding, channel, decoding, receiver and feedback (O’Sullivan and
Carr, 2018). This model takes the physical and psychological noises which disturb the message
and may convey the convey the wrong message to the final customers.

Ways through which Foxton apply Communication model
In order to reach to the large number of customers and investors along with that also to deal with
banks, the Foxtons company uses the interaction communication model (Zhou, 2018). This
model involve:
 Message: This is the information which company want to convey with their customers.
For example; Foxtons company want to convey the discount offer information to their
customers so that they can attract large customers and win their loyalty. So here the
discount offers on houses rent and cost is message of the communication process.
 Sender: Sender of the communication process can be an individual, groups or
organizations that want to send their message to the ultimate customers. In the above
example it is clear that the Foxtons is the sender of the message regarding discount on
product and services (Zhou, 2018).

 Encoding: This is the third step of communication in which encoding is the system
which convert the thoughts and message of the sender into the symbols, pictures and
sounds.
 Channel: It is the medium through which the message of the sender is passes to the
receiver of the message. In this example the channel the Foxtons uses is social media
platforms, own website post and videos and sales workforce for face-to-face meetings.
 Decoding: It is the system which convert again the symbols, pictures and sounds of the
message to the thoughts and ideas in order to send it to the receiver of the message.
 Receiver: Receiver is the party which may be individual, organizations and group of
individuals and organizations that receives the message and can say that for whom the
sender convey the message. In the above example; the receiver of the Foxtons message is
their ultimate customers that buy or take it on rent the residential property of the
company (Zhou, 2018).
 Feedback: This is the final step of the communication process in which receiver give
feedback to the sender that they understand the message in same way in which sender
want to convey with them.
During the whole communication process the physical such as environmental factors and
psychological noises such as mental and emotional factors disturb the message and become very
challenging to avoid such noises.
Evaluation of effectiveness
With the help of interaction communication model, Foxtons increases its sales revenue as it is
simple and easy to adopt. The customers also get the chances to share their views with the
company as this communication model allow the feedback sections for the company’s
customers. This is suits for all types of communication whether it is personal, professional and
emotional. With this the company can also easily communicate with their suppliers and other
business associates (Chen and et.al., 2018). The company also professional communicates with
the investors in order to acquire the funds for the further expansion of the business to the other
cities of the UK and also to other country. This model help in meeting the two or more
individuals on a single platform having the similar interest such as for merger and acquisition
purpose. It also helps the company in building the virtual community and share their brand

awareness moves to the community and customers. This has helped the company in wider their
customer’s circle.
CONCLUSION
The report concludes the marketing strategy adopt by the Foxtons company which is a real
estate agency offers houses and flats at reasonable prices so that everyone can including middles
class can afford it. The report also concludes the promotion portfolio and mix of the company
which includes the advertisements, personal selling, events, sales promotion, public relation. The
report also concludes the concept and presence of direct marketing, interactive marketing, social
media marketing and word of mouth marketing in the promotion mix of the company. In the
same context, the report also concludes the two most important model and theory model is
followed by the company and i.e., AIDA model and communication model. The report also
states that with the help of these two models the company sell its houses personally to customers
and also hire workforce having best communication speaking strategy.

REFERENCES
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