Arklife Robertson Lane.
Build-to-Rent
Introducing the future of living to Brisbane
Arklife is a specialist developer and operator of rental communities backed by ADCO Construction.
Its first build-to-rent project in Brisbane’s cultural hub, Fortitude Valley, Arklife Robertson Lane introduces a unique way of living.
Uncharted territory
Launching during the tightest rental market in more than a decade, amongst the uncertainties of COVID-19 and strict border closures, Arklife approached Plural Communications to curate and execute an integrated, end-to-end marketing campaign for its Fortitude Valley project.
Our approach to bringing the Arklife brand to market involved extensive customer segmentation, targeted SEO driven by well-crafted storytelling, and innovative visuals inspired by Brisbane’s vibrant lifestyle.
Selling the renting lifestyle.
Anyone seeking property in Brisbane during 2021 experienced the same challenges – property values rising to unaffordable levels and a severe undersupply of rentals.
Despite facing their own challenges, Arklife was determined to bring its first project, Arklife Robertson Lane, to life. This required finesse, innovation and impact.
The Plural solution.
 Design & creative |
Video Imagery Brochures EDM Design Signage |
 Public relations |
Public relations Website content Social media management Media relations Stakeholder relations |
 Digital marketing |
SEO Facebook & Google ads Website user monitoring Custom analytics Integrations & automations |
The Plural solution.
Becoming an integral part of the marketing function, the Plural team delivered targeted digital-first campaigns, established strong brand awareness, developed multiple channels for enquiries and provided strategic advice.
Automating enquiring from REA into email marketing and build-to-rent specific CRM, Yardi, we significantly improved efficiencies for Arklife, while providing a seamless and integrated process for customers.
Supported by regular content production for every stage of the customer journey, from enquiry through to lease, our approach for Arklife spanned every touchpoint including consumer.
The results.
Building a community in Brisbane’s thriving cultural heart, Plural Communications worked with Arklife to shift perceptions of renting as a ‘short-term’ option to a lifestyle preference.
Strategic, digital-led storytelling created and executed by Plural Communications resulted in substantial website traffic, ad impressions, brand awareness and enquiries for Arklife Robertson Lane.
In additional to the project leasing 90 per cent of tenancies within four months of launch, Plural Communications also established a long-term plan for future projects, backed by extensive data and user insights.
| Advertising Overall: | |
|---|---|
| 6,342,142 Ad impressions | |
| 241,559 Video views | |
| 77,371 Ad clicks | |
| 49,443 Website visitors | |
| 4,773 Website conversions | |
| 2,043 Enquiries | |
| Social Media: | |
|---|---|
| 223,090 Unique people reached | |
| 167,627 Post engagements | |
