LEGO CAMPAIGN

How iamproperty Became the Missing Piece in Estate Agents’ Growth Strategy

Delivering a 10,500% campaign ROI

iamproperty, one of the UKs leading PropTech pioneers needed our help to drive qualified leads and conversions from their estate agent audience. The property marketing space is saturated and noisy. Traditional tactics were blending into digital clutter, and standard communications were failing to cut through. iamproperty needed a way to make estate agents feel seen, valued, and directly spoken to amidst a flurry of uninspired outreach.

 

Observatory: mapping their tribe

We gathered insight via focus groups, surveys, and partnerships to understand estate agents’ professional identity and frustrations.

Next we tapped into culture and discovered agents responded strongly to nostalgia, identity, and recognition, particularly via tangible experiences. We also noted that the idea of construction and building was deeply resonant, aligning PropTech with agents building their own businesses.

The insight:  Estate agents didn’t want to be just another prospect – they wanted to feel like the hero of the story. Agents would connect with a campaign that recognised them as individual business-builders, but also demonstrated how iamproperty could be the “one crucial piece” missing in their success.

Orbit & Originality: finding the cultural relevance

Who better than Lego as a partner for this campaign? We leaned into the Lego ‘building’ metaphor to align with agent’s role in their business growth. Creating a hyper personalised campaign concept that not only put the agent at the centre of the story, but also gave them a mini Lego character that looked just like them!

Campaign Hook: The tagline, “Have you ever tried to build something but find you’re missing that one piece?”

Outreach & Omniverse: taking personalisation to a new level

We devised a multi-channel approach, starting with Direct Mail, then shifting to a digital personalisation programme with multiple touch points.

We turned target audience estate agents into Lego-style figures using AI (sourced from their LinkedIn profile pictures), creating custom keyrings delivered in bespoke packs. Each kit positioned iamproperty as the “missing piece” in the agents’ business.

The pack also included illustrated Lego characters of each of the iamproperty sales team members for each region, creating instant personal connection. These figures appeared not only in the physical pack but also in follow-up content – including bespoke video messages, email headers, and proposal templates.

We positioned iamproperty not just as a service, but as a strategic partner completing agents’ business ecosystem.

 

Offectiveness™

Won Campaign of the year at NEMA 2023

10,500% ROI – The most successful sales campaign to date for iamproperty

 

Agents said that the campaign felt “like nothing they’d received before.” The direct mail approach was memorable, personal, and fun!

This campaign was more than a conversion engine –  it reshaped iamproperty’s identity in the minds of agents.