Build to Rent (BTR) is all about the customer; delivering excellent spaces at good value, along with a comprehensive service to renters.
Brand plays a key role. It brings every element of an offer together as a cohesive experience for its customers and as an organising principle for your people.
Brand also offsets investment risk and generates value. According to Colliers International Rental Insights Survey, branded BTR schemes command a 25% premium over comparable buy-to-lets than their unbranded counterparts.
Here are the essential steps for establishing an effective branding proposition for a new BTR development.
These steps can be helpful for:
- Smaller companies without access to expert advice that wish to bootstrap their own brand strategy
- Companies wishing to commission expert advice around a branding or rebranding strategy
- Non-branding specialists wishing to understand where branding sits within the broader value proposition of their company, and how it relates to their role
Delivering successful BTR communities entails understanding your audience, reviewing key competitors and keeping that knowledge current