Awards, Branding & strategy
Focus and Fresh Renting Shortlisted for ‘Best Build to Rent Partnership’ at the Love to Rent BTR Awards 2023
27/09/23
We’re pleased to announce that alongside Fresh Renting, have been shortlisted for ‘Best Build to Rent Partnership’ at the Love to Rent BTR Awards 2023.
Fresh partnered with the group to develop its desire for business growth in the BTR sector. Fresh required a partner to support in developing a build to rent brand for one of their clients for a development in Cardiff. Due to Fresh’s operational expertise, knowledge of the investment market and the demand for a property-led brand, Fresh explored a ‘white label’ concept. The decision to collaborate with Focus gave Fresh the ability to create a strong brand identity, tailored to the future resident, across a range of touch-points, in an efficient timeframe.
Our extensive 25+ years of working in the property sector, coupled with our expertise in brand building, and enhancing physical spaces through product and interior design, made the group a natural choice for Fresh. Most importantly, our business values align, meaning there is a shared common vision of placing the target audience at the forefront of any brand or marketing strategy to ensure a customer-centric approach.
One of the key hurdles that the partnership faced was the range of client strategies and the nuances of each asset or location, therefore there is an ongoing need for flexibility from both partners to allow for diversification and customisation of the white-label packages to ensure each client sees the required results and financial returns, while Fresh and the Focus Agency Group retain the efficiency and high quality services the partnership represents.
Despite these challenges, the partnership is a continued success and objectives are consistently achieved. Fresh’s many successful pitches to clients further reinforce the value delivered through this collaboration. By leveraging combined experience, expertise, and customer-focused strategies, we work closely to overcome any obstacles, achieve shared goals and foster meaningful growth in the BTR sector.
How does the partnership operate and why is this partnership unique?
The partnership operates through a well-defined and efficient process. Initially, Fresh will work with the group to customise the packages for the client if required, then once the project is secured, both partners meet to discuss a deeper understanding of the key areas (client, asset, chosen package, research, strategy, timeline, expected results etc.) Branding workshops are then scheduled with the client and both partners to ensure the brand development is a collaborative, engaging process for the client. The selected brand route is then refined and further developed alongside Fresh, before being approved by the client.
Depending on the package selected by the client, various assets including brochures, launch campaigns, signage (both permanent and temporary), digital media, CGIs, and digisuiteTM are created by Focus as needed. Fresh takes on the responsibility of managing the relationship with the client and the overall strategy, as well as overseeing all operational and mobilisation aspects of the project. Results and performance success is regularly discussed as a collaborative effort between Fresh and the group to ensure the continual optimisation of messaging, strategy and return for the client.
One of the most unique aspects of this partnership is the transparent white-label service offering to clients. By providing a comprehensive range of services, Focus is a single agency partner to Fresh for clients. This approach enhances efficiency and streamlines communication, as all aspects of the projects are managed under one roof by a consistent team on both sides. The partnership fosters a strong relationship where trust and teamwork are integral, resulting in a seamless collaborative working dynamic between Fresh and Focus.
Results
The partnership between Fresh and the Focus Agency Group yielded tangible results and demonstrated its impact across various sections. The financial success achieved through the partnership is exemplified by the performance of Fresh’s white-label sites, which clearly shows the positive outcomes from a business perspective. This success has benefited the partners by creating opportunities for both Fresh and the Focus Agency Group to diversify their market reach and contribute to their growth trajectory.
The commitment to ESG for both parties is clear through the development of Belong; a project that has been worked on by the partners alongside the white-labelling service. This initiative has played a pivotal role in supporting future residents by prioritising community engagement, fostering a sense of belonging in Fresh’s buildings, and supporting local businesses: the partnership has actively contributed to the social wellbeing and cohesion of these communities.
How will we develop the partnership in the future?
The development of the partnership has the potential for expansion and innovation.
By building upon the existing collaboration, we can provide enhanced support by identifying the optimal student accommodation and co-living spaces. This would happen through leveraging our expertise in interior design and offering staging and dressing ideas to create inviting and appealing living spaces. Using data-led insights ensures a match between interior design and furniture choices and preferences of the end user.
Considering the future, the partnership envisions continuing to work together on more sites and projects. By continuously learning and adapting to the unique requirements of different clients across projects, both Fresh and the group will be able to broaden our reach, creating a diverse portfolio of successful projects. Doing so shows a commitment to growth, dedication to delivering exceptional end results, and the desire to stay at the forefront of an evolving industry.
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