Challenge
Key, a start up focused on re-imagining the model for home ownership, was preparing for a soft launch that included a number of significant investor pitches. At the time they approached The Garden, they were challenged with both a lacklustre identity that failed to live up to the bold ambitions of their founding team, as well as a complicated business model that lacked a compelling narrative to attract potential homeowners and investors alike.
Approach
The Garden worked closely with Key’s executive team on a “start-up paced” exercise to craft a brand strategy, brand identity and messaging that would excite people, signal change, and create the shift in mindset necessary to get the world to buy into a radical and revolutionary approach to home ownership. ‘Real estate for all’ became Key’s rallying cry anchoring their mission to make real estate a source of prosperity for the many.
Outcome
Consumer interest and demand is strong as virtual lunch and learns sell out and demand for digital information kits is strong. Demand generation campaigns in social media are driving a strong conversion rate of 13%. And, in the most exciting news of all, Key is on the cusp of its first live beta that is being offered to the pool of early adopter keyholders.
