Definition Consulting

Positioning > Process > Profit

Case Study: Jackson-Stops & Staff

Positioning and Process for Jackson-Stops & Staff Estate Agents
www.jackson-stops.co.uk

jackson-stops

Task
Analyse how to improve perception as a national organisation.

Response / Solution
Be more national. Jackson-Stops & Staff has a unique structure and constitution, in which each region is owned and run independently, but the brand is owned collectively by its members. This structure lends itself brilliantly to the long-term nature of the estate agency business, but does not naturally encourage cooperation between regions or thinking at a national level.

After visiting and talking to staff at all of their offices (then much fewer in number), my basic response was that they should be more national. I proposed nearly a dozen measures by which they could do this, most of which involved linking services, coordinated statements and other actions which cost little or nothing to implement.

One of those ideas was that they should produce, twice a year, a smart, very corporate ‘UK Market Review’ and distribute that to as many within its target market and ‘opinion-formers’ as possible. I have edited and produced this every year since.
To see a copy of the latest UK Market Review, please click here.

Jackson-Stops & Staff was my first client. Since 1997 it has grown from having 18 offices to 40 and is now truly a national organisation. Having almost no central overheads, it is particularly well-placed to survive and improve market share in the current harsh market conditions.

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