PDF

Sales & Marketing
Conference 2022

Welcome

After such a long time it was great to come together and see so many of you at
the Sales & Marketing Conference in Windsor. I would like to thank everyone who
contributed on the day.

We looked back over the last few years since we were last together in 2019, we could
never have predicted a global pandemic and we have seen many other challenges along
the way.

The greatest challenge for us has been Covid, then the war in Ukraine and now
significant increases in the cost of living, meaning confidence particularly with our
target market has been low. But we continue with confidence, positivity, passion and
determination.

Even with all of the above factors, we are in a very strong position for the year ahead.
We are well equipped and have good, robust processes and systems in place.

The future is certainly very exciting for Churchill, and as we continue to grow it is
important that we maintain our high standards. This will include maintaining our five star
HBF Customer Satisfaction rating, increasing our reviews on Trustpilot and maintaining
our ‘excellent’ status, and ensuring our first class reputation continues.

And we will continue to listen to you, and your feedback from the conference will also
be taken on board for the future.

I am confident that each one of you within the team will be instrumental in hitting our
goals and ensuring we achieve our Growth Drive ’25 plans.

Here’s to a successful year!

Suzanne There is no I in Team

Suzanne Revell, A team achieves
Group Sales & Marketing Director more when everyone

contributes

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Growth Drive

What does Growth Drive ’25 look like for you? We are now in
a strong position to strive to achieve our targets for the year
ahead:

46 land exchanges 13 new site launches
(first occupations)

40 planning permissions 700 unit sales

28 new site construction Country wide presence
starts

Our target is to achieve
1200 sales by 2025. It’s
going to be a challenge,
but I have great faith that
we can do it if we come
together as a team and

believe.

And remember...

“Success is not final, failure is not fatal:
it is the courage to continue that counts”

- Winston Churchill

Thank you to everyone that participated in the Q&A.
Keep an eye out for the upcoming Q&A booklet.

3

Marketing recap RETIREMENT APARTMENTS FOR SALE

“It’s not just about us planning activity Rceodstuocef lyivoiunrg lRiveindgucceonycoeurrncsost ofRETIREMENT APARTMENTS *FTc&eOCrC’snlRSa.pCacqptWlSyoABlo.ulVAckAieM.osiioueaetLrsmoGrBsiEunyaksnreTSuewosEaLesshxyHn0buoiRsa@neiteOdrLe8LtvtrtxooogceeEecT0fpidnreonYdb0ayle,goas.uurocPcettnem0douta,ocoerrm2g.8eemu.fkd4e4akllL-itoib2vnfa6nse6iiynlne9elsseLgwtry4,oyv.,maG7nlifecyrdUoeoswo1vm5cnaihnh3RiCegcaNonhhrYtageuoidersrgc.acGhyWoCiUlbvliht1iea9uhllrpre5sncadaHohrvNtiblihmlnyidgdeaesdnnvteteonacclRaonaearcdcpnnoe*YtlwiumhvosOrheaMTaetwetUaeOnOssld£Ri,nmeyR2TouS0ptrRuEElceMvELT!ei&sAFIiStM…T,giEti’fst
individually, it’s about bringing everything concernsTalhilpvocesacoiwetnrsroovergeItasbevnmrrva,atarieebcsefrfemepCtrdaeeidioonlpycrrhlamstmcreoortbiunohmcuouayardtxaeacnnmneoemiarhnnedmyngnwniexohalretmwlarnpenoan.gdatsdeaenacuWeypeiycyunezislvnayst.bieciuneetltreiiaha£etfldlgtolemlon2y,Cnsspbfa,oeeaorat3hminaouyvln0ul2hcsslrmiteern0y,eiccndbcgm.†whoattodesopisohcudel3ltteivablnrocdrooinuhnafoysdgieamsgaveerton
together to form integrated campaigns for anfodsMurbmoFevrmeeinee*rby
better results.” LIMITOENDLYT!IME

We really wanted to get across an important SEUHEXPRETKVAEETIRCEIINPEOGRCO‡ HFM•AACRWOINGMATETMEIENNURANCNLA•UCL2DEA4ER•SHE:OWAUSIRN•DCOALWOREDCLGLINEEEAM..NA. IANNNAGDG ER R E
message, which is about having an integrated MO
approach - Consistent communication is key.
a“mSnidonncceeoysmtasoshvmianRvygEeo,TrvIIe’RevdEreauMslclEaebNvdieTl”ldsA PA R T M E N TS F O R SA L [email protected] 6947NOOpWenSTEuLeLsIdNaGy - Saturday, 10am - 5pm• Eastbourne • East Grinstead • Littlehampton - FINAL 1 • Peacehaven - LAST 2*T&C’s apply. Visit our website to find out more. ‡On selected depvrDeeehlrtWoooibpywruwlmehueiTsnvymdeiahnmisnngreneigtzgseuoron.ietycnntt†aBohfganpaobaurdyposrfierelroaplwsdocsmuraamitioantvamcrnhnetnoalo‘edeSyauyni3szylomwssdtioniub,macagubyeymoiruponedsupltolureosldeotdnahccnosoeveaasaewmyinalsnnr.invvstcgFeuhseeiea?crniolzot.leajiuiioomnnpcsnyggp’ehsraraedcatoprolaveixgofnivieanremtesrg2(laetaoHsyndbtopoldeueuemnlscdyntienemhrog£onaya2hLtotoiI,’inmNtsud3ot,r0dee2dcae0n0osin1a†s4ysnc)cttcuoaooenssfdsttsoM. illstream Service Charge data.
Promotional messaging
UESpxEkteeRreiVpoIroCMfEcaoiCnmtHemnAauRnnGcaelEa|rIeNWaCsinL|dUoHDweEaCtSiln:egan‡ i|ngW|atLeor d|g2e4MHaonuagr eCrareline... and more VINGSOVERALL SA
The cost of living crisis isn’t going away EXPLAINED
anytime soon which is why we will continue
to push this message as well as our other HeaAdslhetyeLaoddge, RLEAMSATIN2ING
core benefits - low maintenance, safety and
security and the friendships and support on LCaaurrsehl aLlotodnge,
offer.
†BasedOocnep‘SrCinzlei.nacqgnulouplTt.hiuuuerCseikisteousaltsdeoio@bnaRn’ rreyeopcioo0gr-rtkal(8eHS.tcoe0Luaosoitn0g.duuLgrIN0kde, 2,a0814y4),an1d60ou9raSm4erv7ice-Ch5arpgemdatSa.a‡OnndsSeeleerclstseoddndoevLneolopdmgenets,. HudCshoenaLmodge,
And remember, with the increase of the cost TaSttteannhleaymLCoodrgnee, r
of living, we have a solution!
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By moving to a Churchill apartment,
Customers can save money. Here’s a reminder
on some of the ways they can save:

• Our heating systems are up to date and

energy efficient to help reduce costs

• All apartments are well insulated and fitted

with energy efficient appliances

• With our developments being close to local

amenities this helps reduce the need of a car

• Moving can lower Council Tax bills
• NO hidden costs or unexpected bills with

our easy to budget service charge!

Remember to spend time with your Customers
and go through their costs in detail. Use the
Savings Calculator which can be found on the
back of your service charge leaflets.

4

Sales Admin overview

An introduction to the team

Teresa Sarah Jane Katie Jane
aka Ray of sunshine aka Road Runner aka Secret weapon aka Calm amongst the chaos

“Our Superpower is that we may sometimes appear to be invisible but remain very
much in the background supporting you all.”

Regions COMPLETIONS HTBR CANCELLATIONS NEW SITES SET UP
SOUTH WEST 200 20 49 4
SOUTH EAST 163 16 45 2
91 5 24 2
MIDLANDS 68 4 22 0
EASTERN 21 4 4 0
NORTHERN 543 49 144 8

GROUP

July 2021 – June 2022

As you can see from the above table we achieved a total of 543 completions for the year,
and on the last day Sales Admin processed 34 exchanges and 83 completions in 1 day!

What we can help with...

Reservations - Updating COINS - Cancellations - Temp Holds
Price Matrix and Price Updates - Plot Incentives - Purchase Orders - GRN
Signed Authorities - Completion Statements - Exchanges - Completions

HTBR - Vouchers - Liaise with Moore Barlow - Prepare Letters
Update Sales Admin Page - Telephone Enquiries - Attending Meetings
Run Reports - Monthly Commission - Business Cards - Personal Alarms
Uniform - Float - Payment Requests - Helping at events - New Site Set Ups

Sales Admin are happy to help where we can, however we do not have all the answers.

Other places you can find information:

• Sales Admin Page • COINS • Site Bible
• Each other • CRL intranet • Churchill Hub
• Training Academy

Great things in business are never done by one
person, they’re done by a team of people.

5

Awards Achievement of budget 2022

LONG SERVICE AWARDS SOUTH WEST

20 Becky Savill • Chichester: Nikki Whyte & Genna

YEARS Millard

10 Liza Webb • East Wittering: Hilary van Hotson
• Truro: Susie Aldemir
YEARS
SOUTH EAST
Grada Kerwood Piera Brierley
• Dartford: Nikki Warren & Sara Eccles
5 Nikki Warren • Deal: Lorraine Newcombe
• Haywards Heath & Tonbridge:
YEARS
Lorraine Holden
Hilary van Hotson
• Leatherhead: Tara Weller
6 • Maidstone: Lorraine Holden &

Lorraine Newcombe

• Reigate: Sally Reid
• Sittingbourne: Karen Newcombe

MIDLANDS

• Aldridge: Felicity Roberts
• Cowbridge: Leanne Jones
• Ruddington: Lyndsey Arthur

EASTERN

• Berkhamsted: Jane Etherington

NORTHERN

• Ashbourne: Lisa Obertelli

Overachievement of budget
2022

• Market Harborough: Claire Appleby
• Penrith: Alison Nelson
• Sidmouth: Ann Price & Jacqui Beck
• Penzance: Sadie Barclay
• Fishponds: Leanne Jones & Ruth

Bevan

• Malmesbury: Nikki Cross, Yvonne

Orchard & Andrew Davidson

• Taunton: James De Caux, Yvonne

Orchard & Martin Weedon-Hare

• Cheltenham: Julie Bosman
• Yate: Nikki Cross

Most significant Grada Kerwood Customer Extras Nikki Warren
overachievement Award 2022
2022
SOUTH EAST:
Hythe: Nikki Warren
Grada Kerwood

Most Successful Help to Buy 2022

SOUTH WEST: Ann Price & Nikki Cross PR Award 2022

SOUTH EAST: Karen Newcombe SOUTH WEST:
Jo Ridehalgh
MIDLANDS: Caroline Cartwright Jo Ridehalgh

EASTERN: Richard Hurst

NORTHERN: Alison Nelson

Overall Special Recognition Award 2022
Help to Buy
Winner 2022 SOUTH WEST: Helen Welch

SOUTH WEST: Nikki Cross & Ann Price SOUTH EAST: Teresa Murphy
Nikki Cross
& Ann Price MIDLANDS: Leanne Jones

EASTERN: Lisa Obertelli

NORTHERN: Alison Nelson

Most Successful Home Exchange
2022

SOUTH WEST: Nikki Cross

SOUTH EAST: Nikki Warren

MIDLANDS: Julie Bosman

EASTERN: Carli Jack Winner’s
CERTIFICATE
NORTHERN: Alison Nelson
Most significant overachievement
Overall Home Carli Jack
Exchange Winner CongtroaatulllationsRaMchidelal nWdaslsh
2022 the winners!Congratulations

EASTERN: ChairmanSpaenndceCrhJie. fMEcxCeacurtthivye Officer
Carli Jack

Removals Recognition 2022

SOUTH WEST: Hilary van Hotson

SOUTH EAST: Lorraine Holden

MIDLANDS: Joanne Warrander

EASTERN: Stephen Arnold

NORTHERN: Alison Nelson Sales_Certificates_2021_Regional Team.indd 1

23/06/2022 12:47

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Regional Team of the Year
2022

THE NORTH

THE MIDLANDS

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Stratton & King
are re-branding

But why?

To align the sales and lettings department with the wider group
End-to-end service to all Churchill customers and clients

This is hugely important for us so that we can assist you in achieving GD25 and also,
the Churchill vision statement – the be the most successful housebuilder in the UK.

Other strategic factors that will be introduced

Refurbishment option
Lettings department for pre-owned apartments

Refurbishment option will enable us to create tailored solutions for every resale that
we deal with, whether it be a simple clearance and clean of the property, new carpets
and decoration or if needed, a complete refurbishment of the apartment.

This will assist in:
Maximising sales values
Reducing time on market
Ultimately, show our support as a company towards our Owners and their families.

Secondly, our Lettings department will:
Reduce the amount of drastic price reductions on future resales by providing an
alternative option
Generate income for families / owners to help cover costs of service charges and
outgoings

Our objectives:

• To increase resale values – supporting increased

new sales volumes

• To support GD25
• To offer a complete service to our clients
• To achieve a minimum of 50% market share
• To make Churchill apartments the most appealing

proposition when buying from new against our
competitors

• To assist all regions, dealing with Tail end units

9

Group Communications

Back by popular demand – our favourite music man Ian Payne was
back giving us a wonderful rendition of Sweet Caroline! But before
we got to our favourite part, lets look at how PR supports sales.

Showcases Drives Dispels Highlights our
great awareness of common credentials as an
the Churchill myths about award-winning,
examples of lifestyle and retirement
our happy its benefits family-run
living business
Owners

And on a local level…

Publicises your Share great photos of Help grow your
on-site events what’s happening at pre-launch database
your developments and generate enquiries

The difference between PR and advertising

PR coverage is not paid for, but also never guaranteed. Editors don’t generally like
anything too “salesy” – it has to be “news”.

When we get it right the results are worth the effort!

We have recently started working with an agency called
Whistle PR to support our regional PR activity.

Help us to help you!

We’re always keen to hear about interesting events or Owners with a story

to tell. Each month our ‘PR Star’ winners receive Love2Shop Vouchers!

Prizes are awarded based on the strength

of the story, not media coverage generated. tDsooesnnut’tpdfpiororergctetttht,[email protected]

10

Training Academy overview

“Different ways to set and achieve our goals”

It’s important that we set ourselves learning goals
and behavioural goals if we want to achieve the final
outcome or end goal.
We need to think about what we need to learn:

• Do I need more knowledge of a particular subject
• Do I need a behavioural goal

How will I do that?

“How to achieve goals?”

We can achieve our goals by simply communicating and having a clear picture of where
we need to go.
Another is to measure our goals so that we can see the reality of what we’re achieving
as opposed to what we think we achieved.
When we are learning something new, it’s really important that we set learning and
behavioural goals, not just outcome goals! This will increase chances of getting to the
outcome.

“Working together”

It’s important to acknowledge and respect that everyone has a part to play and brings
something to the table

“Making it happen”

Now we know more about setting and achieving goals, how do we make this happen?

Top tips:

• Writing it down
• Sharing our goal with each other
• Monitoring our goals
• Being consistent and continuing to do what we know works

Training Academy

O u r H e r i t a g e • Yo u r F u t u re

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During the regional Q&A we had some fantastic
advice from our Regional Sales & Marketing
Directors, let’s see what they had to say...

Midlands – Success & best practice
Kate Riley and Rachel Walsh

“Its all about the P’s - Prior Planning Prevents
Properly Poor Performance”

Processes, procedures and policies are there for a reason, they have been tried and
tested and it’s important to know what you need to do and be given the tools to do so.

Processes are there so we know what is expected of us and it works! That is why when
we follow and adhere to them, we are successful as everyone is working in the same
direction.

Midlands success:

1. Experienced team 5. All look after each other like a family
2. Together for a long time 6. All have each other’s back
3. Good culture 7. Humour
4. All want success

You’re the ones that can make a difference!

We can’t do it without all playing a part in the team.

Presentations, Personalities, Prospects and Positivity are all important. You can make a
difference and it is all down to you, everyone needs to be doing it in a way that works.

Team work, Relationships and Attitude are all important, and when they come
together amazing things can happen.

Home Exchange
Jo Russell

“In July 2021 – June 2022, we have done the most business
ever on HX being 47.5% of all Group Sales”

This is a great achievement as this has been done without increasing the average
incentive. This is running at a similar level to the last 3 years and, in fact, on average
has reduced around £750 per HX completion compared to our last pre-covid year
performance.
The stats also show that 65% of all HX sales were converted early either from Temp
Hold or within 2 weeks of reservation. This has contributed to keeping incentive levels
down, as invariably, it costs Churchill more money to step into sales as a last resort.

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Eastern – Relationships with Owners
Jacqui Egan

“It is only the Owners who can communicate their
experiences of the lifestyle we are promoting.”

Having spoken to Owners recently there is a sense of pride towards the Churchill
brand and to reinforce this going forward, we are now taking the opportunity of
inviting our Owner Ambassadors to pre-marketing events of new developments, to
share their relatable stories to potential new Owners. There is nothing more powerful
than an enriched Customer Journey.

South East - Help to Buy Retirement
Jacqui Cheney

“Help to Buy retirement helps the customer move into their
dream home and also helps the region to manage their
incentive levels more effectively”

It’s important to introduce HTBR at a really early stage in the customer journey – talk
about HTBR as you would HX/SME and ensure that it is introduced in the qualifying stage.

South West – Networking
Zoe Bonnington

“Its important to ensure that you are getting agents on board
early and ensure that you are building up a relationship”

To ensure that the relationship is successful you need to identify what kind of
relationship you have.

There are also ways that we can ensure that the relationship is successful.

1. Ensuring they understand what we 7. Review them constantly – if they’re not
offer working out, find a new agent

2. Engage with them on a regular basis 8. Identify where your sales are coming
from and get an agent in that area
3. They need to come to site
9. Find the right kind of communication
4. We want them at our events style and check in with how things are
going – phone / email / visit
5. Buy into what we do
10. Take a genuine interest in them helps
6. Get them to come and take pictures with the relationships side of things
of the site

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