by Pete Smith, Head of Sales and Marketing
I’m in a new role. Hurray for me! And I didn’t want this personal landmark to pass without comment. So here it is, my first blog post for PLG Consultants as the new Head of Sales and Marketing and one that I had to convince the management team to do. They didn’t say it outright, but I am sure they felt nervous about what I might write.
You see, the industry is a big departure for me so I thought it was worthy of documenting. It’s highly specialised, relationship-driven and complex to an outsider. It’s one where reputation is paramount so an approach that’s driven by the highest of standards is essential to preserve a market-leading position.
I’ve joined PLG Consultants. They (or I should say ‘we’) are market-leading – a highly skilled firm of disability property finders and architects… I’ll explain more, so stick with it. I’ll also get to the point of this article, promise!
PLG Consultants specialise in creating bespoke, accessible homes for individuals affected by life-changing injuries due to personal injury or clinical negligence. We offer a range of services, covering property finding, architectural design and home adaptation, all tailored to meet the very specific needs of each client. See, told you, very specialised and unless you’ve had the misfortune to experience serious personal injury, unlikely to be something you’ve encountered before. I know I hadn’t.
Offices in rural Leicestershire (handy for me – I’ve had worse commutes), Devon (bit of a stunner too so no complaints here) and London, plus a group of committed and friendly people who seem brilliant at what they do (turns out they are too).
It’s worth pausing here to understand the situation in which many of our clients find themselves. Imagine being injured so seriously, it’s life changing. It could be anything but it’s likely to be catastrophic – spinal, brain – the kind that will seriously impact the way you live today and in the future.
Many families in this situation find themselves in hospital, trying to get their heads around how life will be different from here on. At some point, with a patient well enough to be discharged and a hospital being pushed for space and needing their bed back, a family is caught in a terrifying situation of not knowing how they’re going to get through the next days, weeks or months. Their family member might be out of intensive care, but they still need help and support.
A multitude of people step in to help in this situation. They’re called multi-disciplinary teams, professionals from the legal and care sectors who are experienced and attuned to the needs of the families affected. Solicitors, case managers, Court of Protection deputies (in some circumstances), occupational therapists, physiotherapists, care staff… loads more too.
The people at PLG are one of those, brought in to help families take care of the property side. After all, when families are faced with the prospect of what to do next, property is very high on their list of concerns. Put yourself in that situation. If you could no longer walk due to the injuries you’d sustained in a collision, for example, would you be able to return to your current home? I know I would struggle, it’d be impossible even, without adaptation. Of course, it’s a huge concern, and one that we take pride in solving.
So, that’s a whistle stop tour of what I’ve stepped into. I’ve spent these first weeks just getting immersed. I’ve attended conferences at which we’re exhibiting, been thrown in the deep end talking to existing and prospective clients about what we do. I’ve gotten up and down the country, meeting colleagues, clients, supply partners, visiting project sites where work is in progress, meeting families to assist in them in looking at potential properties. I’ve attended conferences as a delegate too, listening intently at the intricacies of the legal side of complex clinical negligence and personal injury cases as laid out by barristers and top-level solicitors. I’ve met client families, given the hope and optimism of a great future because of the way all these professionals have come together, not least on our side, to deliver on what they want and need to restore their quality of life. It’s been a busy time and a steep learning curve but brilliant, emotional at times too.
I’ve also done a bit of the day job too, getting under the bonnet of the way marketing is operating here, thinking about things that we can do to enrich the mix of fuel we need to take our growth to new heights.
So, I wanted to pause here and reflect on the challenges I’ve encountered so far that I am seeking to overcome as quickly as I can.
- Understanding a Highly Niche, Sensitive Market
PLG operates in a very specialised space — property solutions for individuals with life-changing injuries, often linked to personal injury or clinical negligence claims.
My Challenge:
It’s a steep learning curve. Attempting to grasp the emotional, legal and clinical nuances quickly to position our services authentically and sensitively, without prior industry experience, has been an ongoing conversation with my colleagues (and myself). Prior to meeting PLG, I didn’t know the industry even existed. I was confident about my ability to pick it up, and how I could apply universal marketing principles to the challenge. But, knowing that PLG are a pioneer in this space too, having been one of the forerunners in delivering specialist property expertise, has added to the pressure of getting that understanding right. It’s something I am working on every day, talking to as many people as possible inside and outside the business. A particular shout out to the senior management team here, who’ve been great guides, especially with the broader industry expertise of people like Ian Cohen, a non-exec at PLG. - Learning Complex Stakeholder Dynamics
As I’ve mentioned, PLG markets to and works alongside a multitude of people. These people form the backbone of support for the families who are so impacted by the people affected by life-changing injuries.
My Challenge:
Understanding each stakeholder’s priorities, influence in the process and how best to communicate and position PLG’s services for them. It’s a very relationship-oriented industry. We have a reputation to preserve as a market-leading pioneer so it’s been fun working with our team on what we could be doing going forward to ensure we align our services with as many people as possible. It’s the bit I love the most, ideating what we can do now and not the future that ensure we continue to anticipate the needs of stakeholders. - Adapting to a Person-Centred, Empathetic Brand Voice
As you might expect, our tone is compassionate, empowering and human, reflecting the life-changing work that we do.
My Challenge:
Balancing marketing activity with sensitive storytelling. That means avoiding anything that might appear opportunistic or detached from the very real situations clients face. It’s about showcasing the work we do, but telling stories with compassion, giving families a chance to express the impact of the work we do without pushing too hard (not everyone is comfortable in front of a camera) and while we might adore facets of projects we’ve finished, it doesn’t mean we can shout about it all the time. There are way more projects we don’t talk about than the ones we do. But that’s okay, we know and so do the families involved. It’s an ongoing learning for me, ensuring that I am as up to speed as everyone else in the business. - Mastering a Broad, Bespoke Service Offering
From property finding to architectural design and adaptations — the services PLG offer are multi-layered and individualised for every client. It’s as personalised as it can be, of course it has to be very specific to the wants and needs of the individuals involved.
My Challenge:
Quickly getting to grips with how these services differ, how they interlink and how to clearly and consistently communicate their value to various audiences has been a key part of the learning curve. Our value proposition is clear, but the nuances of our diverse audience ensure we must be mindful of who we’re talking to. My job is to make things simple and specific for our prospective and existing clients to understand so it’s a work in progress. - Working Within a Legal and Ethical Framework
Given the connection to legal claims and vulnerable individuals, marketing activity needs to be carefully aligned with compliance and ethical guidelines.
My Challenge:
Learning the dos and don’ts of marketing in a sector where client privacy, dignity, and legal proceedings are central considerations. I said it earlier, we can’t talk about every client we work with, we can’t shout about every project we complete. Some families are vulnerable, some are just reluctant – their confidentiality and privacy are paramount. As our marketing evolves into new channels and content, we have to stay vigilant and sensitive to the needs of the clients we serve. - Maintaining Credibility in a Trusted, Referral-Based Industry
Much of PLG’s business comes through professional recommendations and word-of-mouth within a tight-knit industry. Referrals are, of course, hard-earned through years of delivering to the highest of standards.
My Challenge:
A central tenet to the way we operate is how we tell our story more broadly, through more channels, reach new people while obviously maintaining the relationships we have today. Leveraging the fantastic relationships we have today is the best place to start, we can understand how our clients interact with us now and in the future to be as relevant as possible.
Anyway, I promised there’s a point to this article. In fact, I think there are quite a few. For a start, it’s been a great way for me to journal my first month (almost) here at PLG. For anyone new coming into this sector, like me, I hope it’s been useful. Second, it’s been great to reflect on the market and the challenges any business like ours faces in continuing to be successful. That ones for the marketers out there in particular who, like me, take our profession seriously. But most importantly, it gives me a chance to reflect on why it is I think we have been so successful and why the industry we serve continues to trust in what we do:
- Personalised, Person-Centred Approach
At PLG, I think we prioritise a deep understanding of each client’s specific needs. We collaborate closely with clients and their support networks to develop individual property solutions that promote independence and well-being. It’s a fundamental of what we do – understand the broad network of people supporting client families and work with them to figure out the priorities. - Collaborative Multidisciplinary Engagement
We work alongside a range of professionals, including solicitors, deputies, case managers, occupational therapists and care providers. This collaborative approach demands comprehensive support and effective communication throughout the property adaptation process. We’re really driven in delivering on those, so no one is left unaware of what we’re doing, when we’re doing it and why it matters. - Comprehensive Property Services
We offer end-to-end services, managing every stage of the property journey. These include property finding for rent and for purchase (I’ve realised what a tough brief it is working as disability property finders in establishing the right fit, building relationships with estate agents, landlords and vendors, helping them understand the need and why they should work with us)); disability property assessments and reports; and specialist disability architectural services for adaptations or ground-up creation of accessible homes. This holistic approach ensures that clients receive expert support at every stage, from locating suitable properties to finalising customised adaptations. - Award-Winning Architectural Services
We’re RIBA Chartered Architects and deliver award-winning designs that are both functional and aesthetic. The PLG Architect team have deep experience of working on adapted home solutions, so nothing gets overlooked in the consideration of clinical needs and lifestyle, both now and, just as importantly, in the future. The homes we create are not just functional but beautiful spaces to be lived in and enjoyed. - Commitment to Transparency
PLG is dedicated to delivering home environments where clients can thrive. A key aspect of that is the transparent approach we take. We’re clear, straightforward and pragmatic about what we can do, the costs involved and the timeline we expect. Our clients know what to expect and take reassurance from our track record in delivering on what we promise.
So, that’s it. I’m always refining and looking for the 1% improvements that make us better and better so I fully expect things to evolve and change. Our industry doesn’t stand still so neither can we. I’m looking forward to coming back to this in the future, reflecting on what I’ve described here and explaining how it’s moved forward. If you’re impatient to know more or want me to expand on any points I’ve made here, just email me via pete@plg.uk or connect with me on LinkedIn.
