Ascend has launched a new resident-facing brand to provide investors with a turnkey operational identity for build-to-rent (BTR) portfolios.
The company said its ‘white label’ Ascend Living brand enables investors to benefit from operating under a consumer-facing name without the costs associated with creating and establishing a standalone identity.
In its initial delivery programme, the new brand will be used across 2,500 single-family rental (SFR) homes across 52 schemes within existing Ascend management instructions from several major investor clients.
Lee Hill (pictured), commercial director of Ascend, said: “The operational advantages of having a resident-facing brand are well understood and appreciated, but up until now investors have had to create their own identities to capitalise on this, with all the costs and understanding that requires. Ascend Living is our answer, providing investors with a turnkey, resident-facing brand backed by our market-leading management. We view Ascend Living as a value-add service for our investor clients, an off-the-shelf solution with which to market their homes and drive enhanced returns.
“As the homes under the Ascend Living umbrella grows, the brand will drive ever greater value for those portfolios, representing best-in-class resident experience wherever it is seen. This is a valuable and effective tool for owners of currently non-branded platforms, and we look forward to seeing the brand reach its potential as SFR and multifamily BTR continue to become vital pillars of the UK’s housing mix.”
