Fuga Fuga Case Histories

Turning a private property investment consortium into a highly visible regional organisation.

Fuga was approached by the CEO of what was then “HanlonRhodes” at the point where their private property portfolio had grown to such an extent that it required a structured organization to manage it.

The property market was booming and the group had invested in a considerable number of property developments along the South Coast.

These properties were a long-term personal investment for the directors and as such were being specifically developed for the rental marketplace, but as this portfolio grew the cost of outsourcing property management and letting agencies was becoming significant and many of the properties in the portfolio were still not fully occupied.

In response to these issues the directors of “HanlonRhodes” decided to restructure their operation and create an “In-House” lettings & management team and do the job themselves.

This is where Fuga’s skills were required, as to succeed, this currently invisible organisation needed to become “known” throughout the region in which the their properties were spread – and this needed to happen quickly as many new developments were about to be completed.

Fuga set about creating a memorable brand:

• we named the organisation ROOST
• a property was bought and “branded” in a high-traffic area to house the management & letting team
• a broad promotional campaign was created, designed and booked for the launch date
• and a strategy to brand every property in the portfolio for the launch date was “hatched”.

Roost – coordinating a strategic regional launch
Roost had a considerable number of buildings that were either recently renovated or currently undergoing renovation – a much too good an opportunity to miss so we scheduled a launch for Roost that would overnight introduce this previously invisible organisation to the residents of this corner of the South Coast.

Roost – a job well done
Within a week of the launch the newly formed Roost Group had nearly every property in their portfolio occupied and a waiting list for their new developments ... and we think that is a reasonably good result!