Identifying Build to Rent audiences in Birmingham and Leicester

Challenge 

With two new developments underway in Leicester (the first of its type) and Birmingham (high levels of competition), Long Harbour wanted to understand their audiences to give a foundation for all future marketing activity, to check amenity offer and as well as to validate demand and anticipated rental values.

Furthermore, in an increasingly crowded marketplace, we were asked to help differentiate and uniquely position their Build to Rent product.

Response

Applying both quantitative and qualitative research methods including data gathering, analysis and social listening, together with time spent on the ground surveying in Leicester and Birmingham, a thorough investigation of demand for Build to Rent was undertaken.

The findings detailed the shape and size of the markets and most importantly, were interpreted into human-led insight in the form of Participant Profiles, outlining audience demographics, likes/dislikes, needs, wants and desires. These were used to inform the marketing, lettings and routes to market strategies, to ensure desired let-up targets for the scheme were achieved.

The insights were then used to inform a further piece of Brand Strategy work to ensure that their Build to Rent offer – Way of Life – was uniquely positioned with key differentiating factors.

Impact

Long Harbour’s internal marketing team used the findings to create targeted marketing plans and the management team were able to provide evidence to investors on the demand for the product in both Birmingham and Leicester.

In addition, the positioning work helped Way of Life to uniquely be brought to life.