Wigwam Homes
Relaunched: May 2025
A Synergy Forward brand
We made the strategic decision to expand our horizons and enter the residential sales market in 2025. This expansion was spearheaded by the acquisition of Wigwam Homes, a brand that already held a strong reputation within the local community. We didn't just acquire a business; we took on an established brand, a sales pipeline, and a talented team.
We knew this would be a learning curve, but there was huge potential. Operating a residential sales business was a new venture for us and our primary objective was to maintain the excellent reputation Wigwam Homes had cultivated over the years and to transform its operational structure to create a more efficient and profitable business.
To achieve this, we immediately set about a series of key changes. This included a top-to-bottom review of the business's operational framework to minimise unnecessary outgoings, the strategic integration of smart technology to enhance service and client experience, and a comprehensive brand modernisation to give Wigwam Homes a fresh, contemporary look. This case study details our journey to revitalise an already great brand and position it for a profitable future..
Challenge #1
Giving the Wigwam brand a makeover to set our stall out from the off
Before:
Our first challenge was to clean up the brand in a way that preserves its existing authority. We wanted to modernise the typefaces used, drop the 'homes' from 'Wigwam Homes', and introduce a new icon that could be used as a standalone brand asset. With any rebrand, there are a lot of considerations, but we knew a revamp was essential to take the brand where we wanted it to go.
Challenge #2:
Transform our pricing structure and set ourselves up for transparency
We identified a significant issue in the local property market: a lack of transparency in sales fees. Many agents either don't publicise their fees or are known to set them arbitrarily during an initial valuation. This "on the spot" pricing can lead to unfairness for customers and often stems from a strategy to win the listing at any cost.
To stand out, we decided to tackle this head-on by creating a clear, public, and fair pricing structure. We're not the cheapest, nor are we the most expensive - our focus is on complete transparency. By publishing our fees, we ensure every customer knows exactly what they're paying from the very beginning.
This commitment to transparency also extends to our valuations. A common tactic in the industry is to over-inflate a property’s value to win the listing, which often leads to the home sitting on the market for an extended period and eventually requiring a price reduction. Our approach is different. We provide a realistic, data-backed valuation that reflects the current market. While this might mean we don't win every potential listing, it ensures we only take on clients we can genuinely help. We'd rather provide an exceptional, honest service to a few customers than disappoint many.
Challenge #3:
Drive efficiency and reduce costs
To ensure the business was as efficient as possible, our third challenge was to significantly reduce unnecessary expenditures. We began by thoroughly reevaluating all software subscriptions and internal operations, looking for areas to streamline.
This led us to negotiate new contracts with several major platforms, securing better terms and reducing our overall costs. By getting these expenses under control, we were able to transform the business we acquired into a profitable and sustainable operation.
Challenge #4:
Research, test and implement a new CRM to optimise performance
Adopting a new CRM has transformed how Wigwam operates, directly translating into a superior experience for our clients, whether they are buying or selling. For sellers, the new platform we use provides transparency and control through their own dedicated portal and app.
They can track their property's performance in real-time, view detailed reports on marketing activity, and receive instant feedback from every viewing. This removes the frustration of waiting for updates from unresponsive agents, empowering sellers with the information needed to make informed decisions and build a trusting partnership with us.
For buyers, the CRM's intuitive features simplify a typically complex process. They can book and manage viewings 24/7, submit offers in a tap directly from their phone, and track the progress of their purchase on a clear, visual timeline. This level of on-demand self-service and transparent communication streamlines the journey to a new home, making the entire experience more convenient, efficient, and most importantly, more enjoyable.
We understand that adopting this new, modern approach to Estate Agency might not be for everyone, though. Which is why we still have a team of dedicated experts on hand and available to offer that personal touch when it matters most.