Urban Places

Urban Places / Urban Property Group

Changing attitudes and attracting investors for Build to Rent in Penrith.

  • Branding
  • Property Marketing

When it comes to Build to Rent (BTR), Urban Places is renowned for high quality apartments but, in Australia, the sector is relatively new. Engaging investors and communicating benefits to prospective tenants needed strong branding. Hoyne challenged the idea that renting is about affordability, positioning BTR as a lifestyle choice, offering flexibility, security and choice. The brand is characterful, aspirational and bold, its personality tapping into Urban Places’ distinctiveness. By demystifying the sector for investors and articulating lifestyle benefits to tenants, the company’s Highland project is now fully leased and a second site in Penrith is under development.