The FIA
A multi-faceted website that takes all website visitors on a journey
The challenge
The Federation of Independent Agents is a network of independent estate agents that work together in order to thrive in a modern environment. And reflecting that modern mindset in the FIA’s brand and web presence was the challenge set for us.
The brand
The FIA required a brand identity that was completely different from anything in the Property Sector. In particular, it needed to stand out from all the other member and trade associations. It had to be contemporary, refined and convey trustworthiness and respect.
We went through a rigorous creative concept phase, designing multiple possible directions for the brand. Taking into account the feedback from the market research we did, we ended with a stunningly simple logo that oozed sophistication and really stands out from the crowd.
The website
The FIA needed two sides to their website – a shopfront to help communicate the value of membership, and a member-only portal providing content, products and other information. Both needed to be tied together with a strong brand visual identity.
In addition, this needed to be more than a “brochure website”. The FIA needed to be confident that it would work as a marketing asset, to bring more leads and members in.
Our approach
Our approach – as with all our projects – was to deeply understand the FIA’s target customer, and given our pedigree in property, this came quite readily!
What was vital, in both the shopfront website and inner portal, was a clear, seamless and intuitive experience for prospect and customer alike, so plenty of time and expertise was devoted to ensuring that happened.
The result
The result is a multi-faceted website that takes all website visitors on a journey from registering interest, through to joining the Federation and then to consumption of the content.
The site is fully integrated with email marketing software, enabling easy lead nurture and followup, helping the FIA to recruit more members.
Once converted, there’s an abundance of features for members including an approved supplier directory features a filtered search to help members easily discover suppliers, a member forum and a postcode lookup service to assist members in finding out if their area is available.
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