More and more, we are getting used to living “by subscription”, where products and services are rented instead of owned. Monthly payments for music and streaming services have already become a normal part of life, and many people now even subscribe to food, flowers, or almost anything you can think of.
If we can subscribe to everyday comforts so easily, why not to our homes? What if there were already a way to access high-quality living spaces designed to meet — and even exceed — renters’ expectations?
If we can subscribe to everyday comforts so easily, why not to our homes? What if there were already a way to access high-quality living spaces designed to meet — and even exceed — renters’ expectations?
This is exactly what Build-to-Rent is about.
What is Build-to-Rent
The name speaks for itself: Build-to-Rent projects are typically owned and managed by professional companies, designed exclusively for long-term renting. The demand for this type of housing is rapidly growing worldwide:
Australia: 10,000+ apartments built, 65,000 on the way. That’s 26% growth per year.
Global: $50 billion invested in 2024 alone.
We also see this trend among our own clients, many of whom are now exploring Build-to-Rent projects as part of their future strategies.
One recent example comes from NextStage Property, who approached us with a large BTR project in The Hills Shire, one of Sydney’s fastest-growing suburbs. Such projects require a different approach to bring them to market.
Australia: 10,000+ apartments built, 65,000 on the way. That’s 26% growth per year.
Global: $50 billion invested in 2024 alone.
We also see this trend among our own clients, many of whom are now exploring Build-to-Rent projects as part of their future strategies.
One recent example comes from NextStage Property, who approached us with a large BTR project in The Hills Shire, one of Sydney’s fastest-growing suburbs. Such projects require a different approach to bring them to market.
Marketing Build-to-Rent
Now, how do you market a home “by subscription”? And how is this model fundamentally different from private renting?
Let’s explore this through the example of The Hills Shire project.
Let’s explore this through the example of The Hills Shire project.
Our approach:
When it comes to Build-to-Rent, the first thing we focus on is lifestyle. This goes far beyond just selling buildings. NextStage Property wanted minimalistic yet functional designs that would appeal to a younger audience. And understanding their needs was the key to attracting tenants long before the building was finished.
When it comes to Build-to-Rent, the first thing we focus on is lifestyle. This goes far beyond just selling buildings. NextStage Property wanted minimalistic yet functional designs that would appeal to a younger audience. And understanding their needs was the key to attracting tenants long before the building was finished.
We created a set of renders for different groups of tenants, from families to young professionals. Our visuals highlighted a lifestyle: spacious interiors with plenty of storage, warm natural light, minimalistic design that could easily adapt to individuals’ needs, green spaces offering an escape from the city rush, and comfort placed at the very heart of it all. A ready-made home for those who prioritize their own comfort.
No more settling for random private rentals with designs that don’t suit your lifestyle. Everything is right there, carefully managed by professionals as if they were reading your mind.
Results:
Results:
- Investors committed before construction started.
- Tenants registered 13 months ahead of delivery.
- The project stood out in Sydney’s crowded BTR market.
- Marketing costs dropped as one set of visuals worked across all channels.
Why this matters
The impact of our approach was clear. Tenants registered 13 months ahead of delivery, solid proof that the lifestyle we showed resonated long before the first apartment was ready. Moreover, a single set of visuals, already targeted to different tenant groups, made marketing costs significantly lower since they worked across multiple channels.
For developers, this means faster commitment from investors and stronger positioning on the market.
That is why in Build-to-Rent projects everything is about creating the lifestyle tenants are searching for. At CODA Digital, we aim to deliver much more than just “rent an apartment.”
