🏆 Concept / Spec Project — This is a self-initiated concept project created to demonstrate a full content and lead generation strategy. It was not commissioned by or produced in partnership with The Country House Department. All brand assets and statistics belong to thecountryhousedepartment.com.
The Country House Department is a premium independent estate agency founded by Andrew Russell and Ben Bentley, both formerly senior directors at national agencies. They built TCHD because they felt exceptional country homes were being sold short by the traditional estate agency model.
Project goal: Position TCHD as the premium, personal alternative to Knight Frank and Savills — and build a complete content funnel generating valuation enquiries from serious sellers.
The core challenge: Make a boutique agency feel authoritative and modern without losing the warmth and intimacy that makes them different.
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Before any asset was created, a full strategy was developed covering brand positioning, audience, content pillars, funnel and KPIs.
💡 Brand positioning: The quality and credibility of Knight Frank or Savills, delivered with the personal attention and transparency that large national agencies cannot offer.
Target audience: Affluent homeowners aged 45–70 across Oxfordshire, Berkshire, The Cotswolds and surrounding counties — considering selling a significant country property, unhurried, and sceptical of anything that feels like a sales pitch.
Four content pillars:
Funnel structure: Social → Blog → Landing Page → Email Sequence → Valuation Booking
KPIs set: