Taking a step back and looking at tenant behaviour and what they’re looking for most in their property is key to shaping BTR and PBSA. By doing so and looking at your demographic’s wants and needs – whether those are coworking spaces, gyms, or even supermarkets – will inform you best on how to shape your product.

Without a comprehensive strategy, you’re leaving things to chance. Content marketing can be incredibly effective but without a strategy underpinning its creation and delivery, it might not hit the right prospects at the right time. Establishing your audience’s challenges and objectives and positioning your content to align with them is one way to supercharge your activity.

This is the relationship between functional and strategic marketing, and this is why it will be so vital to your success.