About Chartwell Noble
Chartwell Noble Estate Agency is a specialist property agency focusing on upper quartile country properties, including farms, agricultural land, and equestrian estates, while also dealing with city properties.
Founded just over a year ago, the agency operates across central England, with a headquarters in Worcester and self-employed agents across the Cotswolds, Stourbridge, and Shropshire.
The Challenge
With ambitious plans for rapid national expansion, Founder Ross D’Aniello knew Chartwell Noble needed a technology solution that would support their growth while streamlining marketing operations. Having previously used a different tool at another agency, Ross found Spectre to be a much more user-friendly tool.
Ross initially sat a Spectre demo years before and was impressed by its potential. Upon launching Chartwell Noble, he revisited the platform and saw how it had evolved significantly into an all-in-one marketing suite—the perfect fit to help achieve their business goals.
A key requirement was finding a marketing tool that could integrate seamlessly with their CRM, Street.co.uk, allowing for a more streamlined way to generate and manage leads.
When Ross introduced Spectre to his business partners, who had never used this type of software before, they were immediately impressed: “I showed Stuart and George (my business partners) who had never seen anything like this before because they never had a demo as part of their previous job roles. They were like, ‘How are we not having this in our lives? This is just incredible.’”.
The Solution
For Ross and the team at Chartwell Noble, Spectre wasn’t just a marketing tool, it was the missing piece that streamlined their entire prospecting process. While they had previously solely-relied on traditional marketing methods like direct mail and struggled with manual data segmentation in Mailchimp for email marketing, Spectre provided a seamless, automated solution. More importantly, its integration with Street.co.uk CRM created a powerful ecosystem that transformed the way they managed and converted leads.
“I think the main reason we chose it was because of the ecosystem that it creates combined with Street.co.uk. Don’t get me wrong, I think Spectre on its own is brilliant… but the two platforms together? Nothing can beat it.”
Chartwell Noble leverages Spectre for a range of marketing activities, including direct mail, email marketing, and social media marketing. Most notably, Property Reports became a central pillar of their marketing strategy, which they have used to create sleek, high-impact marketing materials that impress their clients and differentiate their brand.
A key part of their strategy is designing flyers that aren’t overly sales-heavy but instead focus on providing value. The marketing materials they have designed through Spectre Property Reports feature market-leading data and a simple, elegant design with a QR code that either directs the audience to a personalised report or a bespoke webpage. Using Spectre’s Landing Pages feature, they’ve crafted a fully-branded digital experience that not only looks impressive but is also intuitive and user-friendly to create.
Ross particularly loves the flexibility and ease of use that Spectre Property Reports offer: “It’s a wonderful tool, and the template is almost like a paint-by-numbers—plain black and white before you put the paint on”.
Their attention to detail, combined with Spectre’s intuitive design, allows them to create a unique and polished final product.
“If you really want to get the best out of Spectre, you have to properly use it, involving tweaking and manipulating the design. And then all of a sudden, you've got something that's bespoke to you as a brand.”
When they first introduced these marketing materials to their partner agents, the response was incredible.“Any agent can have this with Spectre, but we worked so hard on making it look great, so ours stands out.” This ability to tailor and refine their marketing assets has given Chartwell Noble a competitive edge.
What makes these marketing materials so valuable is not just their sleek design but also how they streamline the lead generation process. The two-way sync between Street.co.uk and Spectre ensures that leads from property reports land directly into their CRM, making follow-ups effortless.
“Property Reports has exceeded our expectations of what we thought it could be”
Beyond lead generation, the Property Reports also serve as an essential tool for their partner agents to use at appointments. Used both for prospecting and as a compelling icebreaker, they offer much more than a standard Best Price Guide, further distinguishing Chartwell Noble from competitors.
“Spectre is a tool that’s available to anyone, but you can manipulate it to be unique to you. That’s what makes it so powerful.”
The Results
By integrating Spectre into their marketing strategy, Chartwell Noble has seen significant, measurable success. Within the first nine months of using Spectre’s full suite of marketing tools, Chartwell Noble has been steadily growing their leads by 25% every 3 months.
One clear example of Chartwell Noble’s success is a recent flyer campaign, powered by Spectre. After sending out flyers featuring QR codes linking to Spectre Property Reports, they saw a 5% conversion rate, massively outperforming the industry average conversion rate of 1%—all from properties valued at £1M or more.
“The results speak for themselves, particularly when compared to one of our competitors who has been known to spend up to £30,000 per month on their own flyers but sees less than 1% of the same returns.”
In contrast to this, Spectre has delivered far greater returns at a fraction of the cost, proving the efficiency of its targeted, automated approach.
In addition to direct mail, Chartwell Noble have prioritised email automations using Spectre Email. The ability to segment data automatically has removed the need for manual CSV exports and audience selection, streamlining the entire process.
Spectre’s intuitive design and automation capabilities have exceeded expectations, allowing the team to continuously refine and optimise their marketing efforts.
“Spectre gave us this wonderful tool and the template and it’s like paint by numbers - it just looks like a black and white canvas with some lines on it until you put the paint on. And that's what we've done. We’ve put the paint on and it's made something incredible - just look what it can be.”
Want to discover how Spectre’s powerful all-in-one marketing suite can maximise your ROI? Speak to our team today.
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