Riverstone Heights Summer Campaign

Way of Life is redefining modern living by creating design-led, luxury built-to-rent homes in London and across England.

Between eight stabilised properties and two properties launching over the next year, they are one of the leading Build to Rent managers in the UK and have been featured in publications including Evening Standard Homes and Property, Elle Decoration UK, Dezeen, Design Anthology, Metro, AD Middle East and more. After launching two new flagship London developments at the end of 2023, Way of Life needed a creative approach to accelerate leasing for their Riverstone Heights property in Bromley-by-Bow.  

Faced with an oversaturated market and rising stock (January 2025 saw a 10% increase in stock on the market, but an 11% decrease in demand YOY Source: Rightmove), and strict advertising restrictions, we executed Way of Life’s largest digital marketing campaign to date, blending performance marketing with property sector tools. 

In addition to listing apartments on the UK’s favourite property portals, Rightmove and Zoopla, we executed paid media on Meta, PPC, Google Display, and YouTube.

But a compelling media plan can’t perform without strong content, so we built out a large portfolio of campaign creative and messaging, 20+ variations in total across a myriad of format and spec – building on the property’s tagline That’s One Way to Live.  

Across all touchpoints, we utilised proven tactics: 

• Social Proof and Authority Bias – Real resident testimonials and top publication reviews featured in campaign creative and on the website 

• Scarcity Bias – We only listed a portion of available stock on property portals and the website to create urgency and prevent oversaturation 

• The Power of Now – Our conversion ads drove prospects directly into Way of Life’s brand-new booking engine, eliminating enquiries and capitalising on impulse.  

Recognising that home is personal, and prospective tenants require a variety of touchpoints to convert, we introduced top-of-funnel activity to nurture leads. Property viewing attendance also deteriorates for appointments booked > 5 days in advance, so first party data captured from engaged audiences and ‘abandoned carts’ fuelled our retargeting pools and email marketing databases, allowing us to strike that ‘ready to book’ sweet spot. 

We over-delivered on all KPIs, bringing Riverstone Heights to Stabilised Occupancy status before the end of the summer.  

Overall, 422% more new tenancies were delivered than forecast, and combined results from Meta & PPC delivered 62% cheaper than the target.  

On Meta specifically, we achieved a 38% reduction in CPL and a 90% increase in conversion, with only an 8% increase in media spend between spring and summer 2024. Meta significantly outperformed Rightmove – driving 281% more apartment viewings than the property portal at a 59% lower cost per lead! We proved that diversifying platforms empowered us to scale lead volume during peak season, reducing reliance on pricey industry tools.  

Harnessing first-party data collected throughout the campaign increased conversion of our retargeting by 435% compared to the spring, proving our approach of introducing awareness activity and extensive creative.