OVERVIEW AND CHALLENGES
Awning had developed a unique machine-learning-based technology to help individual investors identify the best single family rental properties in select markets. The company’s founders were confident their algorithm would virtually guarantee a solid ROI for new investors. But there were obstacles including competition from established startups and institutional investors who were grabbing headlines. Another challenge: the company’s generic brand name was causing confusion. Awning hired Rally Pount to rise above the noise.
- Educating novice investors about the long-term value of real estate investment
- Placing exclusives and profiles to elevate the Awning brand
- Developing and pitching market-by-market data highlighting Awning’s authority in the space
A major feature in TechCrunch targeted Awning’s key audience: high net worth millennials planning for their financial future. Awning executives appeared as thought leaders and leveraged their personal experiences in outlets like Money, Globe St., Forbes, Forbes Advisor, and Business Insider. Awning gained extensive local market coverage by releasing market reports for two key cities, Austin and Houston, which led to related articles in outlets including Axios, Houstonia, and Houston Agent Magazine, Houston Business Journal
Overall, Awning experienced a significantly raised profile both nationally and in key real estate markets, as well as an elevated reputation and national level of awareness for both the company and its founders.
- “We doubled our traffic on the day of the TechCrunch article and the content helped us foster trust with our early customers.” – Shri Ganeshram, Awning CEO and Co-Founder