A Canterbury estate agency has transformed online criticism over parking into a viral marketing campaign after one of its vehicles was photographed on double yellow lines and shared on social media.
Charles Bainbridge Estate Agents’ vehicle was photographed in Castle Street, prompting over 200 comments on Facebook from motorists who accused the firm of inconsiderate parking. Some critics claimed the car was blocking access, while others noted the agency holds a Canterbury City Council permit allowing its vehicles to park on double yellow lines.
Social media response
Agency Director Andy Wicking reposted the photograph with the caption: “We’ll get closer to your asking price… than our staff can get to the kerb.” The post received over 500 likes and numerous comments, with responses ranging from “first class” and “brilliant comeback” to scepticism about whether the publicity would translate into business.
Wicking followed with a second post stating: “Parking skills: Negotiation skills: Guess which one we take seriously?” which generated further engagement. Comments described it as a “marketing win”, though one commenter questioned whether positive reactions would convert to actual clients.
Speaking to Kent Online, Wicking said: “What started as a wave of criticism was turned around with a bit of humour, perspective and calm — and the response to that shift was overwhelming.”
Charity commitment
The agency has committed to donating £500 to the Canterbury Umbrella Centre, a mental health charity, following the incident.
The case demonstrates how estate agencies are using social media to manage public relations challenges, though the commercial impact of such campaigns remains unclear. The incident highlights ongoing tensions around parking enforcement in city centres, particularly where businesses hold council permits that may not be widely understood by the public.