Reinventing renting with Australia's first premium build-to-rent brand
When GFM approached us to develop a brand and campaign strategy for Home, Australia's first premium build-to-rent brand – our challenges were clear.
We needed to educate Australians about a new way of living while creating a robust master brand with enough longevity to support place-specific project brands from launch to well into the future.
To accomplish this, we developed a framework encompassing brand architecture, place strategy and service design, as well as a go-to-market strategy and collateral to launch the Home master brand and first two projects: Home Southbank and Home Richmond.
Leading the market in build-to-rent
To introduce many Australians to the build-to-rent category, our brand strategy needed to strike a chord with those looking for a genuine change to the way they were living.
Our strategy positioned Home as a compelling alternative to the status quo, offering greater freedom, security and choice to would-be tenants unsatisfied with the compromises imposed by the current housing system.
Ultimately, we captured Home’s ethos and offer in two simple words. We were offering Australians ‘renting reinvented’.
Shaping a place that felt like Home
From the outset, we knew service delivery would be a significant point of difference for Home – something that would be key to creating a genuinely compelling alternative for the Australian market.
To bring this to life, we worked with Home to shape an experience philosophy and service design model informed by the world's greatest hotels. Combined with Home's world-class amenity offering, they created an environment unlike anything offered locally.
Crafting identities that spoke to place
As a brand with multiple locations – and more on the way – the identity we created for Home needed to support individual project brands that felt nuanced and considered. Through our treatment of imagery and art direction, we shaped place-specific identities true to the spirit of each location.
Our approach to Southbank was sophisticated and refined – reflective of the resident demographics and physical environment. Working with photographer James Geer, we captured activated spaces that brought our promise of renting reinvented to life.
When it came to Home Richmond – a project in a fast-moving, dynamic suburb – our imagery treatment reflected this energy through layering and motion. Working with photographer Charlie Hawks, we brought this dynamism and youthful exuberance to the campaign imagery.
Orchestrating an omnichannel launch
To take Home to market required a leasing campaign that would simultaneously deliver broad reach to educate Australians about the sector as well as drive quality leads for Home's team.
Using an omnichannel approach including paid social, out-of-home, radio and BVOD – we directed traffic to bespoke campaign landing pages for Home Southbank and Home Richmond. Ultimately, this approach was successful in helping Home occupy the position of leader in build-to-rent locally.
Our place-specific campaigns were equally effective, driving conversion rates of seven and five per cent for Southbank and Richmond, respectively.
Making ourselves at Home
As Home's locations began to fill with residents, we recognised an opportunity to give the brand an editorial voice.
Life at Home is a print and digital platform we created to showcase this new way of living. From health and wellness to recipes, art, culture and productivity, it explores modern ways of life that resonate with Home's globally-minded, future-facing audience.
By telling the stories of Home, we're able to shape and support the communities forming in each location – as well as create a piece of engaging print collateral that captures the spirit of the brand for would-be tenants.
Stories from Life at Home’s print journal are also distributed digitally, creating a regularly updated trove of content across web, eDMs and social channels. This approach ensures there’s regular opportunities for our audience to engage with – or discover – Home and their ambition to reinvent renting for Australians.