CASE STUDy

How we’re helping Anchor drive sales and change the conversation around later living

Anchor is England’s largest provider of specialist housing and care for those in later life. They’re committed to telling a better story around retirement and creating homes where people love living in later life. We’ve been working with Anchor for over five years to raise the profile of their developments and position later living as a positive, active choice.

Our approach

A targeted PR programme to shift the conversation from ‘retirement’ to ‘enjoying later living’, while raising awareness and driving sales across Anchor’s developments.

Show what enjoying later life in an Anchor home really looks like:
- Coordinating resident case studies (press releases and video) for national, local, online and social media.
- Local press activity around resident events, activities and campaigns.
- Case studies showing how Anchor’s Social Value Project supports residents’ wellbeing.
Build awareness of developments across local, trade and national press – with coverage around key milestones, stakeholder events, groundbreaking and topping outs at developments.
Drive sales across Anchor’s developments – with a combination of events including coffee mornings and seasonal festivities and media relations.

The results

Consistent coverage across national, local and trade press has promoted Anchor’s developments and helped to change the story around later living.

62 pieces of coverage in 2025, with an overall reach of over 113 million.
National features including a shared ownership piece and The Landings resident case study in The Daily Express, and a feature on downsizers at Pemberley Place in The Guardian.
Trade coverage coverage around key construction milestones.
And as part of a wider business social value report centred around a key development (The Wharf), confirmation that through their shared ownership and social rent offerings, Anchor is helping people out of temporary accommodation and into secure, long term homes in later life.

We have worked with the team at Building Relations for many years now and they are excellent. Very easy to work with, professional, reliable and a genuine extension of our in-house team. They have achieved great results including securing a range of media coverage, helped organise key events and interviewed resident case studies to get testimonials. The BR team is always proactive, sharing press requests and supporting with comment when required.

Derya Filiz
Head of External Communications at Anchor

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CASE STUDy

How we’re helping Anchor drive sales and change the conversation around later living

Our approach

The results

See some of our other work

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