The Leasehold Advisory Service – LEASE – in common with many non-departmental public bodies (NDPBs), faced a future in which its funding from government to provide a public service – the provision of free advice to leaseholders – was due to cease after 2020.
Quadrant was invited by the management team to develop a sales and marketing strategy, programme and plan which would enable LEASE to replace its public sector funding with alternative income from professional organisations in the leaseholder market, thereby enabling it to continue to provide a free service to the 4.1 million leaseholders in England and Wales.
What did Quadrant do?
Initial analysis revealed opportunities and assets which could form the basis of several opportunities to grow sustainable income streams. We recommended and implemented a restructuring of LEASE’s offerings to present clear propositions to the range of professional organisations operating in the leasehold market.
We also identified an opportunity to build on LEASE’s unique and well-respected market position by seeking to establish commercial relationships with trade associations, allowing privileged access to thousands of members through their regulatory professional bodies.
Previously, LEASE had less in-house requirement for a marketing and sales capability, and a functioning marketing and sales ‘system’. Quadrant was retained beyond the initial engagement to design and implement these, prior to handover to a newly recruited sales and marketing manager.
What was the breakthrough for LEASE?
LEASE was going through the early stages of a fundamental change from a (largely) publicly funded organisation to one which was due to be funded from commercial revenues by 2020. We worked closely with the LEASE management team to build the basis on which this behavioural and attitudinal change could come about, and allow LEASE to continue to fulfil its core remit – the provision of free advice and guidance to leaseholders in England and Wales. A vital service, made sustainable by this collaborative work.