Building a Successful Build-to-Rent Brand

October 4, 2023

As build-to-rent starts to gain popularity in the Australian market, now is the time to start building your brand while there is little competition. 

If you're new to build-to-rent, before anything else, you need to establish the overarching identity for your Build-to-Rent community and value proposition that resonates with potential tenants. 

Once you've got your brand identity, you can commence your marketing activity. This should start at least six months before your project launch to build brand awareness with potential renters and help you win listings when your project is ready. 

Here's a simple guide to building a successful brand and value proposition to underpin your BTR communities. 

 

Define Your Brand Identity and Brand Name

First, you'll need to define the mission and vision of your BTR brand. What do you aim to provide your future tenants, and what sets you apart from other rental options? 

Identify the core values that guide your brand. These values should align with the aspirations and lifestyles of your target audience. 

Understand the personality of your brand. Are you friendly, modern, upscale, eco-conscious, or community-focused? Define the traits that represent your brand. 

Once you have all of these pieces, you can decide on your brand name. Choose one that is memorable, easy to spell, and reflective of the lifestyle you offer.

 

Understand Your Target Audience

Once you have a clear mission, vision and core values, you'll need to define your target audience. You can then conduct market research to gain a deeper understanding of your demographic, including psychographics, and lifestyle preferences. Having a clear picture of your target audience will help you create more tailored messages and marketing assets that will resonate with your audience. 

 

Develop a Unique Value Proposition (UVP)

Your UVP should help articulate the benefits of choosing one of your BTR communities to potential renters. When defining your UVP, be sure to consider what makes a brand stand out? Is it their locations, amenities, community, or something else?   

 

Branding and Visual Identity

Now that you understand your audience and the personality you want to convey, you can create your visual identity. This should include a logo, colour palette and typography. These elements should be reflected across all marketing assets, and can be carried through to your BTR communities. 

 

Create a Compelling Story

Build the narrative of  your BTR brand and share this on across your website, social media and marketing campaigns. This is your chance to highlight the journey, values, and vision behind your brand.

 

Establish an Online Presence

Build your brand website, where you can provide comprehensive information about who you are, and of your BTR communities. Be sure to include high-quality photos, virtual tours, floor plans, and pricing details where relevant. 

 

Build your Marketing Strategy

Now that you have all the key assets ready, you can start developing your marketing strategy. For new BTR brands, building awareness is key, as this will help you build credibility in market and help you secure leases for your properties faster. Focus on the lifestyle your BTR brand and the benefits potential renters will receive from leasing in one of your communities. Remember to include different channels and formats like display ads, social media and blog posts to showcase the benefits of living in your properties. 

 

Utilize Social Media

Don't forget about social media. This is a great way to build communities and reach a broader audience. Create and maintain active social media profiles for your overarching brand by sharing content and engaging with your audience. 

 

Community Engagement

Finally, community is key to the long-term success and leasing of your communities, both online and within your BTR properties. Encourage tenants to share their experiences and interact with each other through social media groups, events, and newsletters. 

 

For more information or to discuss how you can maximise realestate,com.au in your Build-to-Rent strategy, contact you realestate.com.au Account Partner. 

IN THIS ARTICLE:
New Homes Insights Rent Listing Developer Listing Marketing Build-to-Rent
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