Portfolio directory › Property and interiors
Copywriting for property and interiors clients by ProCopywriters members: websites, email, reports and more. Every piece links to the writer who wrote it.
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Regular copy for best-selling architecture magazine in the US. Act as London Editor and write with expert opinion on modern architecture.
Website copyWebsite copy for the interior design and architecture market. A project coordinated by the agency Finally.
Brochure
Ian McRae Logistics & Industrial Property Advisor - Over 45 years of Specialist, Award Winning Expertise, advising Corporate Clients to acquire & make money from property. Compère, Audio Book Narrator and Voiceover Artist
The energy saving spark in LED Furniture
To create a blog post about the innovations in LED furniture. The keywords requested were 'energy saving' and 'LED furniture' with a density of 3%. The blog had to be informative and fun.
This exploration of experiential learning was written for Muzo, a supplier of flexible furniture for educational environments.
Fully revised and updated in 2018, my 2014 award-winning book is now published in the US by Expert Business Press as part of their suite of Small Business guides for owner managers and entrepreneurs.
Architect's Datafile (ADF) is a high-quality monthly print and online magazine and is read by architects in practices across the UK. Alison was asked to write a 'single project' feature for a supplement to be published with the magazine. The feature was on current trends in contemporary motorway service station design in the UK. She wrote about Gloucester MSA in a positive architectural case study.
Press release
Sovereign Housing wanted to adopt a consistent tone of voice when dealing with its diverse range of audiences. It felt that too many of its resident communications were too formal and too full of jargon. I worked with Sovereign's in-house communication team to first create the Sovereign tone of voice then write the comprehensive guide. I also run training courses for Sovereign employees on how to use the tone of voice in internal and external documents.
Website copyI produced all the content for Hummberts' property website, working closely with the Head of Marketing and colleagues across the business.
Proposal documents for Tyler Mandic Ltd, Architects & Fine BuildersA complex and slightly unusual brief to write supporting documents for a luxury development of apartments and penthouses in SE London.
BrochureCathedral (now U+i) work with local people, local authorities and some of the UK’s most creative thinkers to transform overlooked scraps of the metropolis into thriving, accessible, mixed-use developments. I developed the concept for its 2014 annual review and then the text, making a virtue of Cathedral’s past frustration in describing itself and its activities. ‘Property developer’ was a misnomer and ‘agent of socio-economic change’ was a mouthful. The lack of an appropriate noun only underlined the newness and originality of the company’s approach. Inside, chapters were given headings such as ‘Call us contradictory’ and ‘Call us ambitious’. Writing to Cathedral CEO Richard Upton, Lord Herman Ouseley called the book ‘bold, brave and brilliant.’ So well-liked was it that the review gained a longer life, as Cathedral’s corporate brochure and manifesto.
BrochureCorstorphine & Wright is an award-winning architectural practice working across sectors from student and city living to offices and bluelight. It needed collateral that would stand out in a crowded market and showcase its USPs effectively. Gunning Marketing created 10 sector-specific brochures and, over a years-long relationship, went on to refine the practice's brand proposition and website copy, strengthening its market positioning.
ArticleTREND Group offer kitchen and bathroom refurbishments and operate as a franchise network. This was a give-away book for a franchisee conference, focusing on 70 ways to generate more leads. Ideas came from various parts of the business and external agencies, so the company needed a consistent editorial tone. The deadline was tight, with some ideas requiring extra content and others needing a different slant to avoid repetition. The client said afterwards: "We needed a copywriter with a marketing background or great knowledge in this area to help create a 100 page lead generation book. Fran made every effort to accommodate our extremely tight deadline, was very efficient in the completion of this project and was able to suggest additional content when copy-editing the articles. The book has a consistent tone throughout which is what we wanted, due to several people having written the articles. I wouldn’t hesitate to use Fran again or recommend her services and the book was well received at our franchise conference."
BrochureFull brochure content writing and editing external submissions. Created as a one-off to promote a new development in South Devon.
Press release
Creating the listings copy for a regional, independent estate agent in East Anglia
Website copyLead writer on a complete website revamp for Land Securities (Landsec), the UK's largest property company. The company owns many icons of the London skyline, as well as numerous shopping centres, retail parks and leisure destinations. As well as writing profiles of many of their showcase properties, I also wrote articles on investment, architect insights, sustainability, future trends and so on.
Article
eBooks and blog post articles written for Architects and built environment professionals
Product descriptions
BrochureAsked to write the copy for a 16 page brochure for a high-end property.
