Moving Radian SMART to the next level

Brand Positioning, Branding, Campaigns, Copywriting, Design, Digital, Social, Website

Building a brand that people wanted to live in

In the hyper-competitive housing space, standing out isn’t easy. And it’s not enough. A brand needs to inspire, appeal, and engage. But above all else it needs to deliver real results.

When Radian came to us, its SMART private rent brand wasn’t performing. Now, in the run-up to the launch of a new site in Berry Court, Bournemouth, the company needed to rethink its approach – and start seeing results – on a tight schedule.

The targets were wide-reaching, including:

  • Increase Berry Court leads from 200 to 1400+
  • Grow traffic to the SMART website
  • Generate more viewings and expressions of interest
  • Raise the profile of the SMART brand and its offering

A comprehensive brand refresh and through the line campaign
While SMART had a lot to offer its tenants, that was difficult to see in all the clutter of confused messaging and inconsistent tone of voice. Our first step was to rethink the brand proposition, simplifying core messages and creating a more engaging, inspiring way to tell SMART’s story.

But this was just the start.

Delivering the results SMART needed would mean a sprawling through the line campaign that put Berry Court – and the new SMART brand – in the spotlight.

Working closely with our media planning agency, we devised a strategy that would maximise exposure while keeping costs controlled. From site hoardings and sales collateral to press ads, social media campaigns, SMS messaging, and a website redesign, we looked at everything.

As a result, we turned a confusing proposition into something simple, consistent and irresistible: Berry Court is the perfect property, in the perfect location, from the perfect landlord. Why wouldn’t you want to live here?

Increasing visibility, interest, and let properties

Since the campaign launched, we’ve delivered:

  • 1589 leads – an increase of 303%
  • Over 210 viewings
  • A website traffic increase of 1038%
  • An increase in expressions of interest by 3035%

The impact of it all? 91 out of 112 properties let in just three months – and a brand that’s ready to continue in the next stage of its growth.

Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level
Moving Radian SMART to the next level