Marketing Toolkit for SEGRO Properties

Using the red ‘Find a property’ navigation button, potential customers can navigate to find an appropriate property in the location and within their required size bracket using the available filters.

Within the site, all available properties will be featured with their own listing page, accessed via an estate page, featured property widgets and through the property search.

Each estate and availability listing has the capability to show:

• Description (text content), tables, graphics and rich text formatting options
• Image galleries (two variants)
• Interactive maps
• Contact forms 
• Downloads 
• Video
• Virtual tours
• Search engine optimisation and AI search optimisation

Asset purpose: Awareness

Asset availability: Property listings are available within 1 working day of instruction from SEGRO property teams.

Asset use recommendation: Sharing online listings to qualified leads will allow access to full details and allow user behaviour to be tracked across the website.

2pp templated brochures containing the following information are created as standard for all standing stock properties:

• Imagery
• Sq ft and availability details
• Map and location details
• Property specification
• Contact details (including estate page web URL)

2pp brochures may be expanded to 4pp brochures in instances where an extensive standing stock refurbishment has been undertaken or combining 2 available units in a single offering. All brochure conversions to be agreed by a SEGRO marcoms colleague before actioned.

All templated brochures content population and amends are managed by J2 with SEGRO marcoms oversight.

New development brochures are quoted on a case-by-case basis due to varying requirements. SEGRO marcoms to be engaged and involved in any new project brochures, working directly with SEGRO property teams and scheme retained agents.

Asset purpose: Awareness

Asset availability: 2 working days from instruction on standing stock materials. All bespoke projects will be quoted on an individual basis.

Asset use recommendation: To be available for download on the respective online listings. Can be shared directly with prospective customers if online link not appropriate to use.

Professional photography is arranged predominantly via SEGRO marcoms team.

If preferred, your in house marketing teams can support by arranging alternative professional photography for use across collateral.

Interim iPhone shots can be used for individual marketing but will not be included in SEGRO marketing brochures or online listings for consistency of quality.

All images are available on the SEGRO media library. If you require access to your estate folder, please contact Chiedza.chikanza@segro.com.

Asset availability: Images instructed by SEGRO will be available within 7 working days from instruction.

Asset use recommendation: Please ensure imagery shared has been included on your own website and collateral for consistency. We encourage the use of sharing new photography of available properties in posts shared across social media e.g. LinkedIn.

Virtual Tours are available in browser via the website, and via our Meta Quest devices for a full immersive experience.

Virtual tours are arranged via the SEGRO marcoms team. These will be instructed when the property is in the form in which it will be taken by a customer e.g. post refurbishment.

To view an example of a virtual tour, click here

Asset purpose: To provide evidence and support a positive perception of the quality units available.

Asset availability: Available with 10 working days from formal instruction.

Asset use recommendation: These will be used in planned SEGRO HTML marketing. We encourage the use of virtual tours in posts shared across social media eg LinkedIn. Please post to your audiences once available.

Agents to receive property availability newsletters on a monthly basis under the name ‘The Loop’. Different availability (estates and individual properties) will rotate into the messaging, relevant to region.

Bespoke HTML messaging will be created around wider stories that include:

• News
• Customer stories / advocacy
• Key narratives e.g. sustainability, amenity, flexibility etc 

Asset purpose: Awareness

Asset availability: Monthly newsletters and case by case basis for wider HTMLs.

Asset use recommendation: Please share to your own data lists or qualified leads for a particular opportunity.

We encourage that agents post available properties, visits to estates and any attended events on social media in individual posts to your networks. Please use assets from the digital toolbox or your own photography and messaging, tagging in @SEGROPLC so that we can engage and support.

Please avoid posting news that includes new deal announcements or major development milestones.

Asset purpose: Awareness.

Asset availability:

Asset use recommendation: Engagement (liking, commenting, sharing) on SEGRO content. Please post availability across your own social channels.

Available onsite signage includes:

• Unit panatrims – including sq ft and retained agent contact details
• Estate marketing boards – including estate name, availability message (including sq ft range) and retained agent contact details
• Permanent estate signage – totems and wayfinding across the estate

Signage templates are in place. Any SEGRO colleague can instruct signage updates, so please get in touch with the appropriate asset manager to move requests forward.  

For larger schemes, where appropriate, further signage options include:

• Window vinyls
• External banners
• Hoarding
• Temporary marketing signage

These require a bespoke design and production process with SEGRO marcoms engagement.

Asset purpose: Awareness

Asset availability: Signage installation to be complete within 7 days from formal supplier instruction. Any outliers to this will be communicated within the instruction process.

This promotes the SEGRO brand and properties to potential customers at various stages along the decision making journey, from brand awareness to conversion. This is an ‘always on’ tactic that will consistently operate throughout the year and provide insights that we are able to share (please see marketing insights below for more information).

There is an opportunity to promote particular organic social posts with PPC, for example on particular videos where we can target very specific audiences. Opportunities to be discussed and planned on a case by case basis within regular estate marketing meetings amongst team.

Asset purpose: Awareness and perception

Asset availability: Individual post PPC to be discussed and planned when appropriate.

Asset use recommendation: N/A

Videos are uploaded to the estate page and the availability page. An example is SEGRO Park Coventry.  Click here to view the page and the video.

If you would like further information on any video content, please contact the Marketing team.