Rochford is a charming town centre, that has excellent parking and should be a magnet for visitors. However, it doesn't yet offer enough in the form of qualty independent shops, restaurants and other businesses to draw those visitors in.
Redesigning the town square to encourage more of a cafe-culture and attracting independent businesses offer something different to set up (by reducing business rates) would begin a snowball effect. Once several quality businesses are set up, more would want to come and Rochford would thrive.
Running regular pop-up events with quality businesses selling their wares would be another great opportunity for the town. Research what is done in Leigh, they get it right and these events are hugely successful.