Residently

Delivering ‘Home as a Service’

We love a challenge. Which is why, when new rental brand Residently came to us with a brief to launch them within the media, we jumped at the chance. Residently, a next generation, tech-driven rental brand, aims to transform the lives of tenants and landlords around the world, by digitising the process of finding, setting up and running a home. Founded by property experts and technology entrepreneurs, Residently sits within a unique sector of the online estate agency market, and it was up to us to generate a buzz surrounding their launch.

Our campaign gained huge traction within the property press, successfully positioning Residently as not only smooth operators within the PropTech sphere, but also as intellectual thought leaders. Our brief has grown alongside Residently, providing us with unlimited scope for creative and out-of-the-box campaigns (our favourites.)

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of the year's AVE achieved in first four months

in circulation

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articles achieved to date

The Client

Established in 2017 by property experts and technology entrepreneurs, Residently is a 21st-century property and technology company currently operating in London Zones 1 and 2.

The business, a next generation, tech-driven rental brand, aims to transform the lives of tenants and landlords around the world. With zero fees, guaranteed income for landlords and a fuss-free, flexible online set-up, Residently is digitising the process of finding, setting up and running a home so it is as simple as ordering a taxi or a takeaway.  Their mission is to become the global rental brand by delivering “Home as a Service”.

They Said

Residently asked us to build a campaign that grabbed the attention of both prospective landlords and prospective tenants, across a mixture of media, from nationals to trade publications and consumer to technology.

We quickly began shaping compelling news stories to target these markets, highlighting the financial benefits of using Residently through a stimulating infographic to target landlords and compiling an in-depth resident case study to promote the benefits of renting through them. As Spider’s first foray into PropTech, the brief required essential groundwork, with the team reaching out to property and business contacts to spark that initial conversation.

Challenge Accepted

With a new era of technology disrupting the property industry, We were tasked with promoting the brand’s USPs within the ever-crowded PropTech marketplace. Smaller start-up agencies often struggle to compete with their national counterparts, so it was essential to really drive home the key benefits of Residently to prospective landlords and tenants.

To do this, we took a three-pronged approach, using a series of spokesperson interviews, rental market focuses and case studies to build a comprehensive view of the brand and encourage brand loyalty.

We started by officially launching them to the media, which was accompanied by a series of one-to-one Q&A’s and podcasts. Once this news had broken, we were then able to carry out market-specific focuses to position Residently as experts within Zones 1 and 2, playing on the company’s technology background to our advantage. This activity was supported by thought-provoking proactive and reactive industry commentary, allowing us to position key spokespeople at the top tier of the property industry.

Job Done

Our integrated campaign, over the first 6 months, delivered:

  • Extensive coverage in major national, online and trade press, including The Times, Which, Prime Resi, Tech Talks and The Resident
  • Utilisation of data gathering to form a series of in-depth market releases, in-line with the brand’s long-term objectives
  • A resident case study to provide third-party endorsement

What We Learnt

Launching a new PropTech firm is no easy feat. We soon realised the press themselves still need educating on the ins and outs of online agencies, so we created a dedicated Messaging House to make this as easy as possible. As is with all new brand launches, we needed to create a constant stream of information to keep Residently at the forefront of conversation, carefully selecting which topics to speak up on, and which to avoid.

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