Edison Media and Moda form strategic partnership to support growth across rental living portfolio

The Edison Media team will work with Moda to produce, plan, consult on and launch campaigns across its build to rent, single family housing and wider rental living brands.

The partnership will support Moda’s continued growth across a portfolio that includes city centre rental neighbourhoods, resident focused living spaces and Casa by Moda’s single family housing offer.

Moda has built its position by creating managed neighbourhoods rather than traditional rental developments. Its offer brings together homes, shared spaces, resident services, events, wellbeing, hospitality led support and local community building. Each location has its own audience, local context and commercial role within the wider portfolio.

Edison Media’s remit will include paid search, paid social, local campaign planning, audience segmentation, content planning, reporting dashboards and ongoing performance analysis. The work will focus on connecting brand activity with enquiry quality, viewings, reservations and occupancy.

The appointment adds rental living to Edison Media’s growing sector experience, which already spans retail, sport, education, public health, destination marketing and leisure.

The agency has delivered work for brands and organisations including JD Sports, adidas, Nike, Under Armour, NHS Greater Manchester, University of Derby, Milton Keynes College, Visit Blackpool and SikSilk.

Nicola Orrell, Managing Director at Edison Media, said:

“Moda is a strong fit for us because the brand has real depth. It is not a standard rental offer. Each neighbourhood has its own audience, its own role and its own story.

“Our job is to help Moda turn that into campaigns that work commercially, not just creatively. That means understanding who each neighbourhood is for, what people need to know before they enquire and how marketing can support viewings, reservations and occupancy across the portfolio.

“Rental living is a natural area for us to move into because it brings together brand, location, content and performance. It is a sector where strong audience insight can make a real difference.”

Rich Higham, Customer Acquisition Director at Moda, said:

“As our portfolio continues to grow, we wanted a partner that understood the difference between generating leads and driving occupancy.

“Edison Media demonstrated a strong approach throughout the tender process, combining strategic thinking with a clear understanding of the commercial realities of lease up. Their focus on audience insight, performance and creativity gives us greater capacity to improve how we service our assets digitally, while maintaining the capital discipline our investors expect.

“We are excited to build a long term partnership that strengthens the Moda brand and delivers measurable commercial outcomes by connecting the right customers with the right neighbourhoods at the right time.”

The partnership will now focus on building campaigns that connect Moda’s neighbourhood offer with the right audiences across each stage of the customer journey.

For Moda and Edison Media, the ambition is to help shape a more commercially focused approach to rental living marketing, where brand, content, media and performance work together across the portfolio.