Moving Radian SMART to the next level

Building a brand that people wanted to live in.

When Radian came to us, its SMART private rent brand wasn’t performing. 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.

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.

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.

The impact of it all? All properties let in just five months – and a brand that’s ready to continue in the next stage of its growth. Increasing visibility, interest, and let properties.

Since the campaign launched, we’ve delivered:

• +39% phone leads & +25% website leads
• 210 viewings led to 91 reservations, beating the 35% target by almost 10%
• Surpassed all KPI targets by 11%
• ROI on design investment within 6 weeks