Record-fast renting through intelligent advertising
- ProperityAI
- 4 dec. 2025
- 4 min läsning
Background
UniverCity is a residential developer focused on rental housing in Sweden’s fastest-growing region, Stockholm–Uppsala. Through their marketing, UniverCity aimed to receive expressions of interest for their newly built rental apartments in Upplands Väsby. Their goal was therefore to — using simple means and creativity — find the right tenants and generate awareness around their project in Upplands Väsby.
The Challenge
UniverCity wanted to receive quality applications from people capable of moving in immediately. After all, the apartments were ready for occupancy. Who are these individuals, where can we find them, and how do we capture their attention? People living nearby who are contemplating separation or divorce are likely interested in a quick move-in. People living elsewhere in Sweden who have gotten jobs in Stockholm were also a potential target group.
The task was to find the right message tailored to the right audience — to generate leads which the renting team hired via Fastiella could then take care of.
Being visible on social media is a given — but here we wanted to jointly make an extra effort to step outside the “pond” and both create and strengthen interest among the target group in a different way.
UniverCity was open to testing new creative ideas to see what produced the best effect. Considering our previously very positive experience with automatic content tests — so-called A-B/N tests — through programmatic marketing, we decided to add this to the strategy.
Social Media – On UniverCity’s social media channels, the focus was on driving traffic to Homeq.se, which is the external site where one can find more information about the apartments and submit contact information.
Generative AI - We did not know in advance which message would deliver the best result. Therefore, we wanted to test different messages to be able to determine what works best — i.e. generate traffic and conversions. Here we used AI to produce text variations. We selected 10 proposals to test via so-called A/B/N tests. This allowed us to quickly see exactly which variation produced which result. After that, it was easy to optimize based on the best messages.
Programmatic Advertising - For the programmatic advertising we used, among other things, a method called contextual targeting to reach the target audience. This is a strategy that places ads in editorial environments containing “keywords” that we have specified and that are relevant to the advertisement. In this case we specified words such as separation, divorce, moving apart, moving together, cohabitation law, among others. In addition to the contextual advertising, we also used relevant site-lists such as Boli, Hemnet and Blocket Bostad.
Results
During the period when the advertising was active (April – June), UniverCity received a steady stream of applicants, with a very high match rate on the criteria set to qualify as tenants. 106 new rental contracts were signed and 100% of the project is now leased.
“Through the advertising and the smart solutions we achieved our goal. It has been a creative and instructive collaboration. In addition, we have gained inspiration on how to handle upcoming projects to lease them out faster. That we had fun and laughed a lot along the way is a bonus that has given us increased job satisfaction!” says Christina Sundman, CEO of UniverCity.
“It has been very rewarding to have a steady flow of good prospective tenants that we could work with continuously,” adds Eva Andersson Ericson, CEO of Fastiella. “This has eased our work and contributed to our ability to fill the property in record time with happy and expectant tenants.”
Eva Andersson Ericson, CEO at Fastiella
Summary
Achieving good reach and brand awareness is often associated with expensive media buys via TV or radio. Programmatic advertising also belongs to the category of powerful reach media — but at a much lower cost. However, programmatic advertising is an option that is complex and unfamiliar territory for many — and additionally connecting an A/B/N test platform to optimize ad material can feel overwhelming.
Therefore, it is important to be able to work with a partner who doesn’t just post ads and let them run their course. What is required here is expertise, optimization, and nitty-gritty work on a deep level to get value for the investment. Social media, however, is an obvious choice for many — a channel that is strong further down the sales funnel, both driving traffic and conversions.
Combining programmatic advertising to generate reach with social media for traffic and conversions is a strategy that UniverCity used — and it delivered good effect. A winning concept simply.
It should be added that the openness UniverCity demonstrated — actually daring and wanting to test new methods — was naturally a major key factor in that we were able to deliver the results we did.
About UniverCity
UniverCity is a residential developer focused on rental housing in Sweden’s strongest growth region Stockholm–Uppsala. Their philosophy is to put people’s needs at the center and offer homes that meet conscientious individuals’ expectations for a living environment that is an important part of their lifestyle. With emphasis on ecological and social sustainability, with plenty of green spaces and opportunities for socializing, we create a living environment where people thrive and feel good.
About Fastiella
Fastiella is a privately owned consulting company that works with property management and is specifically focused on the revenue side. Fastiella is firmly convinced that the foundation of a well-functioning property management is based on three parameters: a stable platform, competent individuals, and effective processes.
Om Properity AI
Properity AI develops AI-driven systems for digital marketing for real estate companies. The services are used to effectively advertise and market rental of both residential units and commercial premises.