The right move – a strategy targeting new homeowners

AGA Rangemaster has strongly positioned itself to take advantage of an upturn in the housing market by developing a 2013 strategy specifically targeting home movers.

Industry predictions are that the housing market will be in recovery mode over the coming 12 months after a tough few years. Leading estate agents Knight Frank suggest a rise of 2% this coming year, while Rightmove and Hamptons International both anticipate the outlook to be positive for both buyers and sellers.

Research has identified that new homeowners' first spending priority is the kitchen and that they spend more on their home in the first six months than in the following five years.

Built around a number of brand offers from across the Group, the new strategy will capitalise on this demand by offering new homeowners a trade-in of up to £2,000 on AGA cookers and 10% off all Fired Earth products. These will work alongside other promotional offers.

AGA Rangemaster has developed a new marketing campaign to support these offers, focusing on the value the Group's products bring to the home, with AGA adding style, comfort and warmth and Rangemaster adding performance and flexibility.

The campaign has already gone online, targeting those searching for a new home, and also forms part of a nationwide marketing initiative aimed at those settling in to their new home and almost certainly considering a new kitchen project.

AGA Rangemaster has also been working jointly with Hamptons International to take the brand message to the estate agent's clients.

Click here to view the campaign adverts.

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