Coapt: A big change for a letting agent finding their place in Brighton

MTM Property, a leading UK letting agency, redefined its brand purpose and persona to turn around a poor reputation and a toxic relationship with its student tenants.

Campaign details

Brand: CoaptBrand owner: CoaptLead agency: UnitedUsCountry: United KingdomIndustries: Property & constructionMedia channels: Direct marketing, Email marketing, Newspapers, Online display, Outdoor, out-of-home, Packaging & design, Public relations, Social media, Television, Websites & micrositesBudget: Up to 500k

Executive summary

"In all honesty, I think we had lost focus." – Leon Mepham, managing director, Coapt (formerly MTM Property).

Fourteen years into its business, MTM Property had established itself as the leading letting agency in Brighton (UK) with a strong 75% market share of a rentable property in the...

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