Introduction
The property market in Australia is evolving, and a new asset class is emerging: Build to Rent (BTR). Unlike traditional property developments, BTR focuses on providing fully managed rental communities, creating opportunities for developers to build loyalty and long-term engagement with tenants.
Chris Laws, a brand strategist with extensive experience in property marketing, believes that the Build to Rent sector presents a unique branding challenge—and opportunity. In a market dominated by superficial campaign-focused branding, BTR offers developers the chance to create authentic, lifestyle-oriented brands that can be transferred across locations and resonate with renters over time.
Why Build to Rent Needs Strong Branding
Most property projects rely heavily on architectural appeal or sales-focused campaigns, often resulting in brands that disappear once the project is complete. Chris Laws emphasizes that Build to Rent is different: the brand isn’t just about selling—it’s about the lifestyle and experience that tenants will have.
Effective BTR branding requires:
- Positioning around lifestyle: Showcasing the experience tenants can expect, rather than just the physical property.
- Transferable identity: Creating a brand that can move across locations while maintaining recognition and loyalty.
- Cultural resonance: Designing the brand to connect with the values and aspirations of the target audience.
Lessons from Global Leaders
Looking internationally, companies like Get Living in the UK have set a benchmark for BTR branding. Their approach focuses on creating communities, providing exceptional service, and consistently delivering an engaging tenant experience.
Chris Laws notes that while some Australian developers have begun experimenting with BTR branding, there is still a massive opportunity for those who invest in:
- Strong brand storytelling
- Community-focused experiences
- Cohesive digital and physical brand presence
Avoiding Common Pitfalls
One of the biggest challenges in Build to Rent branding is the industry terminology itself. “Build to Rent” is a functional, technical term—not consumer-friendly or aspirational. According to Chris Laws, brands in this sector must:
- Avoid generic, transactional names.
- Create emotional and lifestyle-based messaging.
- Think beyond campaigns to long-term brand experience that encourages tenant loyalty.
How Chris Laws Approaches BTR Branding
Chris Laws applies a strategic framework to Build to Rent branding, combining:
- Audience Insight: Understanding what tenants want in a rental community.
- Brand Identity: Creating names, visuals, and messaging that reflect lifestyle and values.
- Experience Design: Ensuring the brand comes alive in both physical spaces and digital interactions.
This approach helps developers go beyond temporary campaigns, building brands that last and create meaningful connections with residents.
Conclusion
The Build to Rent sector is poised to redefine property marketing in Australia. With the right branding approach, developers can move from transactional offerings to community-driven experiences that build loyalty and long-term engagement.
Chris Laws believes that those who get the branding right today will lead the market tomorrow, creating BTR brands that tenants not only recognize—but genuinely want to be part of.