Building visibility and leads for new BTR brand Ascend Living
Client
Ascend Properties
Services
Brand Strategy & Identity, Marketing Creative, SEO, Media Buying & Strategy
Ascend Properties is an established leading manger of build-to-rent (BTR) and single-family rental (SFR) platforms on behalf of institutional investors. As part of its investment in its expanded client offer, it was developing a new ‘white label’ operational platform – a brand under which third parties could market their rental homes without having to develop a standalone identity.
It needed a clearly differentiated brand, and to build a recognisable operational BTR and SFR brand from the ground up. The new brand also required a developed digital presence that was fit for purpose – it needed a high-performance traffic engine that wasn’t heavily reliant on third-party property portals and was also capable of competing alongside them.
The challenge was significant: to build a distinctive BTR and SFR proposition rooted in lifestyle, community and belonging, while creating the brand and digital visibility needed to reach high-intent renters, generate qualified leads and establish Ascend’s new white label, operational brand as a credible, recognisable player in the UK market.
Retaining equity in the Ascend name, we developed – a community-focused brand centred on lifestyle and belonging, with a flexible identity spanning single- and multi-family living.
We then built a digital strategy to capture non-brand demand and increase visibility, using location-led SEO to target over 3,400 “to rent” search terms across individual developments. Paid media, including PPC, Performance Max and social, amplified reach and drove prospective residents towards Ascend Living properties.
Ascend Living launched across 2,500 SFR homes and 52 schemes,
The impact extended beyond brand. Combining the new proposition and creative identity with SEO and media delivered significant gains in visibility, engagement and lead generation. Within six months, organic clicks increased by 19,409%, while page-one rankings grew from 5 to 249 keywords, including 45 in the Top 3. SEO generated 601 organic leads at a 5.81% conversion rate, where previously there were none, with 99% of 17,700+ ranking keywords now non-branded.
Paid media further amplified reach and demand, creating a joined-up journey from awareness to enquiry. Comparing YoY results, since Sept 2025, Ascend Living’s reach, via Impressions, have increased by 525%, Clicks have increased by 98%, and leads have increased by 200% with the CPL also declining by 30%, showcasing exceptional results via performance and media efficiency.
Together, these activities created a more effective and measurable customer journey -combining brand awareness with discoverability and performance to help turn visibility into meaningful enquiries.
The new Ascend Living identity also now provides a scalable platform for growth. By uniting brand, creative, SEO and media, we strengthened Ascend Living’s ability to build visibility, generate demand and support BTR growth.
Paid media amplified reach and demand, creating a joined-up journey from awareness to enquiry