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Burns Property is a UK property business operating on two fronts at once: raising investment for development projects, and filling rooms across a tenanted portfolio. Start & Scale was brought in not simply to run the advertising, but to build the capability inside the business — through a hybrid engagement combining done-for-you campaign work, structured training, a full build-out day and ongoing coaching.
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Burns Property needed to reach two audiences that share almost nothing. Investors assess a project on numbers, track record and the credibility of the people running it. Tenants assess a room on how it looks, what it costs and how quickly they can move in. Run from one account with one creative approach, the advertising speaks convincingly to neither.
The second challenge was ownership. Property businesses that outsource advertising entirely lose the ability to move quickly when a project needs funding or a room needs filling. Burns wanted the skill held inside the business rather than parked with an agency.
Start & Scale ran a hybrid engagement — done-for-you where speed mattered, done-with-you where the learning mattered. The team worked through the Ads Weekender modules at adsweekender.com, then Start & Scale ran a full build-out day, constructing live campaigns alongside the Burns team rather than presenting finished work to them.
Content was produced for each audience separately. The tenant-facing side was shot on location, with property exteriors and furnished rooms photographed the way a prospective tenant actually wants to see them. The investor-facing side carried the projects and the people delivering them. Multiple follow-up coaching calls kept the campaigns on track once the team was running them alone.
Both campaign types performed. Investor campaigns and tenant campaigns produced strong results against two very different demographics — the harder outcome in property advertising, and the one most single-audience agencies never attempt.
The more durable result is that the capability stayed with Burns Property. Because the engagement was built as training rather than pure delivery, the team now runs and adapts the campaigns itself.
Does Start & Scale train property businesses to run their own ads?
Yes. Alongside done-for-you campaign management, Start & Scale runs hybrid programmes combining the Ads Weekender modules, an in-person build-out day and follow-up coaching calls, so the capability stays inside the business. Burns Property was built this way.
How do you advertise to property investors and tenants at the same time?
Separately. Start & Scale builds the two as distinct campaigns with distinct creative, because an investor is assessing a project's numbers and a tenant is assessing a room. A single combined campaign convinces neither audience.
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