No nonsense support, combined with commercial insights developed from extensive industry experience.
With nearly 30 years’ experience in new homes sales and marketing, Liana Canavan supports housebuilding businesses to improve sales performance, pricing strategy, customer experience, and overall commercial decision-making.
Having held a board-level sales role in the West of Scotland for over a decade, Liana brings hands-on operational experience as well as strategic oversight. Bringing expertise and experience, she supports developers to respond to market conditions, optimise sales rates, and de-risk development decisions.
Liana has worked across multiple housing market sectors, including SME, volume and premium housebuilding, supporting businesses with:
Liana works flexibly with housebuilders to meet their specific commercial needs, supporting short-term projects, providing longer-term strategic input as an extension of your team, or acting as a fractional Sales and Marketing Director on a full- or part-time basis. Firefly also delivers focused market research projects and insight-led reports to inform decision-making and drive growth.
Client
Turnberry Homes is a family-owned, west of Scotland developer known locally for quality homes and attractive developments.
Brief
The Firefly Consultancy was invited to join Turnberry Homes on a fractional basis. This included part-time sales and marketing support at a strategic level, while coordinating the launch of their Yoker Wharf development and overseeing all sales and marketing activity across the portfolio of developments.
Firefly was seen as a trusted partner within the Turnberry Homes business, bringing an understanding from a cross-section of larger-scale developers and sharing experience and expertise, while recognising the strengths of the Turnberry Homes brand and the knowledge within the business.
Development Review
Carried out an initial assessment of the proposed development at Yoker, looking at the development house type mix, pricing and marketing strategy and providing recommendations to maximise values, increase sales rates and expand market reach.
Development Launch
Supported the business in bringing their Yoker Wharf development to the market, overseeing the production of all brochure material, signage, and initial marketing collateral, sales office and showhome design and opening.
Review of Processes and Paperwork
Designed and implemented an efficient reporting structure, freeing up the sales team to focus on revenue-driving activity and ensuring the management team was updated on sales activities. Introduced regular cross-departmental meetings to improve communication and collaboration. Refined the marketing strategy and plan, ensuring it was clear, actionable, within budget and easy to execute for long-term success.
Business Strategy
Worked with the commercial team to inform the 5-year business plan, reviewing unit delivery over the timescale to ensure continuity of business growth and success.
Outcome
“Liana’s ability to step into the business at a senior level delivered tangible benefits during a period of absence. Working at the Board level with the Directors to deliver business objectives, and supporting the sales team on a day-to-day basis, Liana took on all aspects of launching a major new development and managing existing sites, in addition to reviewing and improving processes. I would like to thank Liana for her invaluable assistance and input."
Elaine Small, Managing Director, Turnberry Homes
