Manchester at UKREiiF Q&A: Introducing theEword

The Manchester Invest Partnership is centred around bringing together a wide range of property professionals from across the region at leading property events. Our partnership encompasses representatives from local authorities, architects, planners, developers, and investors, among others, helping us to spearhead collaboration and share a wealth of knowledge across the property sector.

Manchester is known for its collaborative attitude. We believe that by bringing the entire sector together, we can encourage new relationships, but also share a strong, holistic message around Greater Manchester’s property sector on the world stage.

theEword will be joining the Manchester Invest Partnership at UKREiiF for the first time this year. As a digital strategy agency specialising in property marketing, theEword uses market intelligence and data to deliver high-performing digital marketing campaigns.

We caught up with Nicky Scanlan, Head of Commercial Operations, ahead of UKREiiF 2025 to learn more about the agency, why this is the time to join the Manchester Invest Partnership and what her thoughts are on Greater Manchester’s property sector.

Can you explain a little bit about theEword and its business goals?

theEword has been around since 2006, as an independent digital agency in Manchester. We've worked with property clients since we started, but over the last ten years, we’ve honed our craft and knowledge; whether it's residential development, commercial assets or purpose-built student accommodation, we're committed to the property sector. It's where we think, learn and innovate exclusively. We work with property clients globally, and also closer to home here in the North West.

What makes theEword different?

We have a genuine passion for audience insight. Our discovery phase is comprehensive and has been developed and perfected over the last ten years. We invest significant effort at the beginning of each client relationship or campaign to thoroughly understand the target audience. This approach provides us with a clear and confident direction on which channels and messaging will effectively engage them. These insights drive the creation of high-performing campaigns that generate leads and ultimately sell homes for our clients.

Why have you decided to attend UKREiiF with the Manchester Invest Partnership?

We’re one of Manchester’s oldest independent digital agencies, and while we work with clients across the globe, our roots are firmly in Manchester, and the opportunity that the city and the Greater Manchester region presents to us is huge and continues to grow.

What are you most looking forward to at UKREiiF?

This will be my first UKREiiF, so I'm looking forward to all of it. The sheer scale of it appeals. I'm excited about having time away from my screen and chatting face to face with people, seeing friends, making new connections, and being fully immersed in it for a few days, then coming up for air on Thursday!

How important is collaboration across the property sector?

There are so many moving parts in property, and collaboration across the sector is essential. Bringing different experts to the table sparks new ideas and gets complex projects delivered. The smartest businesses build strong networks across the sector, knowing that sharing insights leads to better outcomes for everyone. Greater Manchester shows this brilliantly—this collaborative approach has supercharged regional growth in ways that wouldn't have happened if everyone was working in silos.

What is it about Greater Manchester’s property sector that excites you the most?

It feels like a perfect storm at the moment; ambition, investment and collaboration and big things are happening. The Old Trafford regeneration project is really exciting. The ambition is huge and, again, is a fantastic example of collaboration between private and public sector organisations. It will transform that part of the city, create thousands of new homes and neighbourhoods, benefit residents and businesses while creating another destination point for Greater Manchester.

Residential development is a key focus for theEword. What sort of opportunities and challenges do you see in the region’s residential sector?

Manchester’s residential sector presents a huge amount of opportunity. Development potential is substantial, with the city's growing population creating strong demand for housing across all price points. Build-to-rent remains a particularly hot area, with investors recognising Manchester's rental yields outperform many other UK cities, with thousands of young professionals seeking out this type of accommodation. We continue to improve our transport links to suburban areas like Stockport, where regeneration and investment continue to transform the town, making it an awesome place to live. I would not have said that ten years ago! The opportunities across the region are endless.

To learn more about theEword and its approach to property marketing, you can find representatives from the agency on the Manchester Stand, The Canary at UKREiiF.

Interested in joining us at our future place promotion events? Find out how to join our partnership.