Spotlight on 1M Unbuilt Homes
TerraQuest
8 national press cuttings
17 trade press cuttings
The Challenge
To increase awareness of TerraQuest by leveraging Planning Portal, a joint venture between TerraQuest and the Ministry of Housing, Communities and Local Government, which facilitates 95% of planning submissions in England in partnership with all local authorities.
Our challenge was to capitalise on the goldmine of data held within Planning Portal to create insight above and beyond a monthly blog on its website.
The Idea
We identified an opportunity to position this unique data as ‘the earliest economic indicator’, bolstered by expert commentary and juicy analysis.
So, we introduced The Planning Portal Application Index – a quarterly report from the Planning Portal, powered by TerraQuest.
To amplify the reports, we would frame them around the burning news agenda. For example, the first report addressed housing targets in the run up to the general election.
Deeper analysis of the figures revealed that more than a million homes with planning permission had been left unbuilt since 2015. This was our story. Armed with this compelling angle, we relayed our story across national, regional, and top-tier trade media.
The Results
The attention-grabbing story delivered:
- 246 clicks to the PDF
- 236% increase in traffic to the report landing page (compared to the previous four months’ blog posts)
- 34 press cuttings, including titles such as The Telegraph, Property Week, and Planning
- 8 national
- 9 regional
- 17 trade
236%increase in traffice to the report landing page