Spicerhaart x Synthesia

Industry context

In property, everything is local. A national headline about house prices means very little to someone deciding whether to sell their flat in Colchester or their cottage in Wales.

What they want to know is simpler: what's happening on my street, in my area, right now.

Estate agents who can answer that build trust. They become the local expert people turn to first. The hard part isn't the insight. It's the scale.

The challenge

Producing genuinely local content — for every area, for every branch, every single month — would usually mean cameras, studios, presenters, and a production line that never stops. For a group with 250 branches across seven brands, that quickly runs into the thousands of videos. Most teams simply can't get there. Spicerhaart decided to try.

The solution

From the start, Spicerhaart used Synthesia to turn local market data into finished video, automatically.

"We wanted every branch to be able to produce their own content, but they're busy doing their actual job — selling houses. This bridges the gap. We give them something local to post every month, and they don't have to lift a finger." — Charli May

First, the team built avatars that actually look like Spicerhaart. Rather than reach for stock, they hired three actors and filmed them as Studio Avatars in the branded uniforms of all seven brands. This helped them stay hyperlocal enough to build trust, scale video production and improve the longevity of the content.

Then they connected it to their data. Here's the workflow the team runs every month:

• Alice writes one master script with the data fields left blank, each tagged with a simple ID
• The dev team scrapes real-time property data reports for the latest local market data
• That data is matched to the right area, branch, and brand, then fed into Synthesia through the API
• Synthesia generates every video automatically — the right avatar, the right brand, the right numbers

No studio. No monthly reshoots. No production line that never stops. Just hundreds of local updates, generated in minutes.

"Without Synthesia, we'd have to get actors into a studio every month. Doing it in-house now takes minutes." — Alice Martin-Hobbs

Nailing every place name

Pronunciation was mission-critical, because hyperlocal only works when the local details are perfect. Nothing breaks trust with a local audience faster than an estate agent who cannot say the name of their own town.

And Spicerhaart's patch is full of tricky ones, from Welsh village names to regional places that catch out even the locals. At the volume the team produces, with the same names recurring month after month, correcting pronunciations by hand was time-consuming.

"Now I can just say a place name into Synthesia and it gets it right. For the volume of videos we produce, that's been game-changing." — Charli May

The glossary is the hero. Fix a name once by simply recording the correct pronunciation, and it stays fixed, with no more editing the same words every month.

The same power, turned inward

What started as a way to reach customers quickly became a way to reach colleagues, too.

The team now uses Studio Avatars, including a CEO Avatar, to send personalised recognition videos to employees who have gone above and beyond.

Alice also builds training videos for Nexus, Spicerhaart's call centre — covering how to speak to customers, how to answer questions, and how to handle new launches when customers call in.

The results

With Synthesia, Spicerhaart scaled local video without scaling the cost, the effort, or the headcount.

Hundreds of videos a month, with 1,000+ within reach.  Rolled out across all branches and seven brands, the same workflow unlocks more than 1,000 videos a month, without adding a single day of filming.

Minutes instead of monthly shoots. A script that once implied a studio, a crew, and a day of filming now becomes finished video in minutes, with no recurring production costs.

Contributes to booked valuations. The videos exist to do one job: make each branch the trusted local voice in its market, and turn that trust into valuations. 

"Booked valuations are the main thing we go after in my department, and these videos contribute to this goal by increasing brand awareness, authoritativeness, and trustworthiness "
— Charli May

What's next

Spicerhaart is on a mission to become video first. Weekly ideation sessions are already running, and the team is looking at where video goes next.  For Charli, that open-ended feeling is the whole point.

"The biggest unlock is the power to create. Whatever you can imagine, you can do it now with Synthesia." — Charli May

And every month, that imagination reaches a little further — one hyperlocal video, in every area, for every branch.