Background
Based in the US, RealPage is the leading global provider of AI-enabled software platforms to the real estate industry. Seventy teamed up with RealPage to launch their new product—an application that would redefine the resident industry: LOFT. LOFT is an app that supports the entire renter and resident journey from leasing to moving and beyond. It’s easy living—but with perks. The app offers a seamless and rewarding resident experience with digital screening, leasing, moving, living, payments and rewards systems—all in one place.
Challenge
Technology has become a core component of apartment living, and data shows that renters are more prone to select and renew a property when offered a more modern and elevated experience. RealPage saw an opportunity to substantially improve the resident experience for both parties by building the first and only application with everything resident in one place.
The app needed to serve two key audiences—the apartment properties and the renters/residents—on a functional level, as well as on a branding level. Seventy set out to build a new brand with a winning B2B2C strategy that would resonate with users across the US.
The app needed to serve two key audiences—the apartment properties and the renters/residents—on a functional level, as well as on a branding level. Seventy set out to build a new brand with a winning B2B2C strategy that would resonate with users across the US.
Insights
The renters’ market is a slow-moving industry, and creating a trailblazing brand that truly connected to its users was crucial. The complex B2B2C approach made the project more exciting, and the idea was to build a brand that completely redefined the resident space. By making renting easier and more rewarding, this solution was going to create more resident loyalty and unlock new revenue streams for property managers—by making it an app users wanted to visit and continue to use.
