Guinness Homes wanted to move beyond traditional housing association marketing and show what life actually feels like in and around its developments. Pearl Comms developed a programme of property influencer partnerships and community engagement campaigns designed to showcase locations, connect with local audiences and build trust in Guinness Homes’ shared ownership and private sale offer.  

Activity has spanned sites in Brighton, Bristol, Leeds Docks, Alperton and more, combining photography and videography production with social media activations. Campaigns are built around real people, places and activities – from property influencers to local run clubs and food festivals – giving prospective buyers a richer, more authentic picture of each neighbourhood. Pearl Comms leads the full process, from research and talent and contract management, to creative concepting and evaluation, ensuring every partnership is rooted in a clear communications rationale and supports Guinness Homes’ wider brand and commercial goals.  

Guinness Homes operates across diverse locations and audiences, from young professionals in Brighton to families and first-time buyers elsewhere. Traditional property marketing can struggle to convey the lifestyle, community and amenities around each development. The challenge was to use influencer partnerships and community engagement campaigns to show, not just tell, what makes each place distinctive, without feeling generic or overly promotional.  

Working with influencers and local partners also brings practical considerations including brand fit, contract negotiation, content quality, compliance and consistent messaging across multiple sites. Guinness Homes needed a structured way to identify the right partners, manage relationships and turn collaborations into high-quality photography and videography production and social media activations that genuinely resonate with target buyers and communities.  

Pearl Comms built a strategic partnership framework for Guinness Homes, starting with research into relevant influencers, local groups and events for each development. This includes talent identification, vetting and contract negotiation, ensuring alignment with brand values and target audiences.   

Examples include property influencer partnerships with Rosie Flurry at McArthur’s Yard in Bristol, collaborating with Marley Dizney in Brighton, partnering with a run club at Leeds Docks, and engaging with Foodies Festival in Alperton, London. Each campaign is underpinned by a communications rationale, clear objectives, storyboard planning, scamps and post-launch evaluation. Pearl Comms oversees photography and videography production, social media activations and day-to-day talent and contract management, turning partnerships into cohesive, location-led storytelling that shows real people enjoying local spaces, businesses and amenities.  

The property influencer partnerships and community campaigns have given Guinness Homes a more human, relatable way to market its developments. Campaigns featuring property influencers, local clubs and events have produced rich photography, videography and social content that highlight not just the homes themselves, but the lifestyle around them – from harbourside living in Bristol to waterfront activity in Leeds Docks and food culture in Alperton. Our activities have helped the sales of Guinness’ homes.   

These assets support brand awareness, social engagement and sales conversations by giving prospective buyers a clearer sense of place and community. Internally, Guinness Homes benefits from a repeatable process for discovering, managing and evaluating partnerships, backed by Pearl Comms’ expertise in social media activations and talent and contract management. The work demonstrates how strategic influencer engagement, when rooted in strong communications thinking, can enhance housing association marketing and deepen connections with local communities.