When the market moves, it’s imperative that you do too.
How branding and digital strategy helped Arnold & Baldwin triple survey instructions
Arnold & Baldwin (A&B), a leading RICS Chartered Surveyor, came to HeightOn to reposition their brand for today’s market. By building trust, streamlining lead generation and improving communication through creative digital marketing, we delivered:
478% ROI*
3× more survey instructions
75+ inbound leads a month
We’ve partnered with Arnold & Baldwin since 2009, helping them navigate a rapidly evolving property market and turn potential disruption into opportunity.
As well as launching A&B into a consumer market ready for their professionalism and expertise, the brand repositioning reinforced their status in the B2B space. Today, Arnold & Baldwin’s partners include FTSE250 estate agents Foxtons, Chestertons, Sotheby’s International Realty and Druce Global Estate Agents.
I’ve collaborated with Chris HeightOn and The HeightOn Agency for over a decade, and their impact on my property surveying business has been monumental.
The rebrand was not just aesthetically pleasing but strategically designed to resonate with our target audience. From our business stationery and marketing collateral to the specialist interior decor elements like wallpaper and window art in our new head office – every detail reflects our brand ethos and sets us apart in the market.
Their expertise doesn’t stop at branding; they have overhauled our website to make it a business-generating tool. They manage our digital marketing strategy including SEO and Google Ads, ensuring we stay ahead in search rankings & online advertising, which has been a major factor in tripling our client instructions over the past year”
Joe Arnold, CEO Arnold & Baldwin Chartered Surveyors
Arnold & Baldwin RICS Chartered Surveyors
Since 2009, Arnold & Baldwin (A&B) have evolved from a regional surveying practice in Caterham and Croydon into a recognised force across London and the South – trusted by residential and commercial clients alike.
Led by Joe Arnold RICS, they’ve established themselves as a respected UK property brand, working alongside some of the industry’s most prominent professional firms.
On the Challenge: Repositioning a surveyor brand in a changing market
Our brand challenge was to help Arnold & Baldwin negotiate a change in focus, vision and structure.
Arnold & Baldwin, a respected RICS Chartered Surveyor firm, recognised the need to evolve in a dynamic property market. They wanted to modernise their brand, attract more direct instructions from home buyers and sellers, and strengthen their digital presence, without losing their professional credibility or B2B legacy.
On the Horizon: our brand vision for change
The move towards the consumer market demanded more than just a new look, it called for a brand rethink. Our task was to develop a design and messaging strategy that opened the door to a new audience, while honouring the equity and expertise they’d spent years building. We brought clarity, consistency and confidence to a brand ready to make the shift.
On the Solution: branding, digital marketing & website systems built to scale
Because we offer a full suite of design and digital marketing services, we can craft the most cost-effective, impactful solution for surveyors – or any business that needs brand-building purpose.
On the Process: building a brand that buyers and referrers trust
Moving the existing brand forward began with a brand assessment and SEO report, highlighting the issues that would affect both immediate and long-term growth in this new market.
This review guided and inspired a new brand direction and identity that would do two things: shake up the market and resonate with B2C consumers.
Chris, our Brand & Digital Strategist, took time to deeply understand the business’s updated vision and values – carefully considering the strength of the brand in the commercial space and how to translate it effectively into the consumer market.
Our approach was to evolve the brand purpose, “Protecting Your Investment”, to make it meaningful to a consumer audience by building in the established values: “Honest, Approachable Experts.”
With both brand values and position statements defined, we crafted a new identity design and suite of marketing ideas & brand touchpoints.
That included a bespoke website design, development and tools that delivered record leads and sales exponentially in the first 8 months and an initial brand return on investment within 5 months.
The new brand is supported and enhanced by a complete suite of brand identity guidelines, touchpoints and surveyors marketing literature, underpinned by consumer and SEO focused content, image collections and photography.
On Scalability: website design for surveyors – turning survey referrals into repeatable growth
The real value of brand development lies in how it performs in the real world. That principle informs every piece of brand collateral – including your website.
At HeightOn, we design websites with purpose as well as functionality. For Arnold & Baldwin, whose brand centres on being ‘approachable experts’, this meant creating a platform that positions them as thought leaders – the go-to authority on all things property.
We brought that ethos to life by building a site that functions as a true knowledge hub: a vast, user-friendly resource filled with insights, guides, and how-to content. This not only empowers visitors to make informed decisions but also showcases Arnold & Baldwin’s services as clear, valuable products.
By productising services, we make benefits tangible – helping users understand exactly what they’re getting and at what cost. This clarity simplifies the lead generation process and increases conversion value.
The site is built for seamless interaction – minimising friction, building trust, and delivering solutions effortlessly. It’s also built for longevity. Our approach supports sustainable growth, with data showing a high rate of return visits and long-term customer engagement.
And that’s just on the surface.
Behind the scenes, we developed powerful digital tools – from lead capture and value tracking to CRM integration – to streamline internal workflows and amplify business performance.
Want to free up your team, streamline your sales funnel, and increase conversions? Our LeadSyncPro tool automates lead integration, centralises data management, and reduces sales-to-contact time by up to 80%.
With full tracking in place, Arnold & Baldwin now treat their website as a revenue-generating asset – measuring the volume and value of leads it delivers every day.
Common surveyor marketing challenges – and how to overcome them
Many RICS Chartered Surveyors face the same set of marketing hurdles – from building trust with first-time buyers to making their websites work harder. Here’s how to overcome them with practical, strategic changes that deliver results.
Want to see how these strategies work in practice?
Trust is the most valuable currency in property – and the hardest to earn if your messaging isn’t clear.
Common challenge: Buyers and sellers don’t fully understand the difference between a valuation and a survey – and may not see your service’s true value.
What to do:
Use buyer-focused messaging that explains what each survey type delivers – in real-world terms.
Make your reports visually digestible with summary sections, icons, and callouts.
Share clear content across your digital touchpoints – blog posts, FAQs, and explainer videos help demystify your value.
Marketing tips for first-time buyer audiences
First-time buyers are overwhelmed, under-informed, and searching for clarity.
Common challenge: Surveyors often write for peers or professionals – not for confused, cautious first-time buyers.
What to do:
Tailor your messaging to answer basic but crucial questions. What is a survey? Why does it matter? What happens next?
Strip jargon from your reports and marketing materials.
Offer quick-read summaries or checklists designed for buyers on the move.
Best website features for RICS surveyors
Your website should do more than showcase services – it should generate trust, leads, and conversions.
Common challenge: Websites often prioritise credentials over conversion. They’re built for compliance, not communication.
What to do:
Add clear CTAs like “Get a quote” or “Find the right survey” early on.
Include educational content such as survey comparisons or video explainers.
Make navigation intuitive and content scannable – clarity builds confidence.
“Chris and his team are our strategic partners. I have even referred them to my network, with the only condition being no direct competitors, because The HeightOn Agency is a business advantage I’d like to keep!
If you’re in the market for a brand and online overhaul, don’t look any further. With The HeightOn Agency, you’re not just getting a service; you’re gaining a partnership that will take your brand to new heights. And if you’re lucky, you might even end up sharing a snowboarding adventure with Chris, as I did. Truly a one-of-a-kind agency.”
Joe Arnold – CEO Arnold & Baldwin Chartered Surveyors
