Housing: Specialist

THE PARLIAMENTARY REVIEW Highlighting best practice

The Letting Game

The team at The Letting Game

Founder and Managing Director Jack Head

I n 2009, shortly after the economic crash, Jack Head, founder of The Letting Game, was made redundant from his job in recruitment. At that time, he had little hope of finding a new position quickly. However, it wasn’t long until he developed an idea. It seemed to him that, although construction and new housing were in for a long and slow decline, there would still be strong demand for renting. Understanding that people were now using the internet, rather than the high street, to find their next property, he knew a company would have an enormous advantage if it could deliver a high-quality service alongside an internet marketing model, offering a traditional lettings service without the costs of a high street shop. Jack elaborates on this idea here. Our approach Our aim was to win new customers, and then provide a high-quality service to retain them. Our ultimate goal was to improve standards within the industry. Our brand image was, and still is, very important to this strategy. We wanted to move away from the look and feel of a traditional high street letting agent, instead seeking to add some “Bristol” to our brand. We didn’t want to be viewed as a clichéd estate agent, and I’m proud that our initial brand positioning flows throughout the whole culture of the company to this day. There were challenges surrounding operating from an office location, but overcoming these challenges was key to how successful we’ve become. Our initial brand awareness is a great example of one of these difficulties: we had to find our

FACTS ABOUT The Letting Game » » Founder and Managing Director: Jack Head » » Established in 2009 » » Based in Bristol » » No. of employees: 16 » » Services: Residential lettings and property management » » Over 450 managed properties » » www.thelettinggame.co.uk

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