New business launch with Select Property
Industry: Property
Services delivered: Project management | Campaign Strategy | Copywriting |Website content | Content creation
Select Property, a respected developer, investor partner, and manager of residential properties in key UK cities, launched a brand new lettings arm, Select Residential, in April 2024.
Where every ‘tenant’ is a resident
Select Property is a leading developer of build to rent apartments and has a proven track record of building and managing high-quality apartments for investors across their Affinity Living and Prestige Collection brands. They're known for creating vibrant communities with excellent amenities, resulting in happy tenants and strong returns for their investors.
To provide a seamless experience for both tenants and investors, Select Property launched Select Residential, completing their service offerings. Alongside this exciting launch, they introduced Three60, a stunning new residential development in Manchester, to the lettings market.
Why SELECT chose to work with me
“Launching a new business while managing ongoing marketing activities can be a lot to handle. Simultaneously we had a gap in marketing team resource. Having Emma Marketing on board provided the extra support we needed to stay focused during the launch. Emma's extensive experience was invaluable, and her contributions to the campaign were instrumental in its success."
Hannah Rockliffe-Wrigley, Global Marketing Director
Marketing campaign delivery experience
To ensure a smooth launch during a busy six-week window, Select Property sought additional marketing support. They needed someone who could not only handle day-to-day tasks but also provide strategic campaign insights.
Campaign assets
Marketing strategy for launch success
Select Residential had a comprehensive digital marketing strategy in place to generate brand awareness, attract potential tenants, and fill their Three60, Affinity Living, and Prestige Collection apartments. I collaborated with their team to implement a multi-channel digital marketing campaign focused on targeted audience engagement and creating a smooth customer journey.
Our Approach:
Building brand awareness
Social media advertising: Partnering with a social media specialist, we launched targeted campaigns on Facebook and Instagram. We crafted engaging ad copy and sourced high-quality images that showcased the apartments and the amazing lifestyle Select offers.
Website development: We created a temporary microsite for launch and a permanent website to follow. I helped by reviewing content, structure, and user interface (UI) elements to ensure a user-friendly and informative experience for visitors.
Driving Traffic and Leads
Pay-Per-Click (PPC) advertising: We optimised PPC campaigns by analysing relevant keywords and crafting targeted ad copy. This ensured Select Residential ads reached the right audience searching for similar apartments in the area.
SEO and content marketing: We created blog content to boost SEO and reviewed website content to target relevant keywords. The blog content was written to resonate with the target audience and provide valuable information about the local area, amenities, and the perks of renting with Select Residential.
Email marketing: I developed an exciting email campaign for the Affinity database, targeting potential tenants on the waiting list and generating a buzz around the launch. The email introduced Three60 and highlighted these stunning new apartments.
Showcasing Properties
Microsite: The dedicated microsite showcased Select Residential and the apartments in detail whilst a more comprehensive site was in development. This included writing compelling copy that highlighted key features and amenities, alongside collaborating with the team on creative branding elements.
Rightmove Listings: I optimised listings for apartments on Rightmove. My work included crafting descriptions and specifications, compiling high-quality photos, CGIs, virtual tours and floor plans. We also created a Select Residential microsite on Rightmove, emphasising the unique advantages of using them as a letting agent.
Want to work with me?
Laying the Foundation for Future Growth
Customer Relationship Management (CRM): I provided support during early discussions between Select Residential and Hubspot, a CRM platform. This ensured a smooth integration to manage leads and customer relationships effectively.
Results: Filling apartments and building a strong online presence
Through this comprehensive digital marketing strategy, I assisted Select Residential in establishing a strong online presence, attracting potential tenants, and ultimately filling their apartments. The targeted campaigns and engaging content effectively connected with the target audience, generating leads and securing lettings for Three60.
This project demonstrates the power of a well-rounded digital marketing strategy for launching a new business in the residential lettings sector. By focusing on building brand awareness, driving traffic, and showcasing properties, I played a supportive role in helping Select Residential successfully establish themselves in the market.
