Published by Leenesha Friend
Published Date 13.03.2026 
At Focus Agency Group, we believe property marketing works best when it reflects real people, real decisions and real lives. That thinking has helped earn us a shortlist at the UK Paid Media Awards 2026 in the Real Estate & Property Campaign of the Year category for our work with Simple Life Homes.
The campaign brought brand and performance marketing together to deliver measurable commercial impact in the build-to-rent sector, a category often seen as traditionally conservative.
As an agency, we work across the full spectrum of home marketing. From new homes and build-to-rent to affordable housing and destination-led placemaking, our role is to help brands stand out in crowded markets and help people find a home that genuinely fits where they are in life.
The challenge: changing perceptions and creating awareness
Our shortlisted work with Simple Life Homes is a strong example of that approach. Simple Life offers professionally managed homes for rent across the UK. Faced with low awareness of single-family build-to-rent and heavy reliance on property portals, the campaign focused on building understanding of the category before capturing demand. The challenge was bigger than lead generation alone. Many renters still default to property portals and traditional rental expectations, without real awareness of what a professionally managed, single-family build-to-rent offer can provide.
The delivery: the importance of brand-led paid media
Our task was to connect brand and performance in a category that often over-prioritises the bottom of the funnel. We needed to build understanding and trust first, then convert that growing demand more efficiently over time. Through a joined-up paid media strategy, we focused on making the proposition clearer and more relatable to renters before they reached the point of decision.
Our strategic approach was to reach renters before they defaulted to property portals. Brand activity introduced a new rental proposition: professionally managed, long-term, pet-friendly homes available to rent, while performance activity captured demand once intent formed, primarily through generic rental search and location-based discovery. Brand was designed to build confidence and reduce uncertainty, making performance channels more efficient.
Through deliberate brand investment alongside disciplined performance activity, the campaign delivered significantly higher lead volume, deeper engagement and improved cost efficiency, despite a cooling rental market.
What this recognition means
What makes this work especially meaningful to us is that it reflects how we like to operate as a team. We care about the commercial outcome, but we also care about the role marketing plays in shaping perception. In housing, that matters. People are not simply choosing a product, they are choosing where and how they want to live.
Being shortlisted is brilliant recognition for the work itself, but also for the partnership behind it. We are proud of what we have built with Simple Life Homes and proud to see that approach recognised by the industry.
The entry process has also been a positive experience. The UK Paid Media Awards has created a platform that genuinely celebrates smart, effective work, and the Don’t Panic team have been supportive and easy to work with throughout.
We’re looking forward to the awards and to celebrating the great work being recognised across the industry!
Want to help people find their home? If you’re looking to collaborate on a campaign that drives awareness and leads, let’s talk.
See what we’re up to on LinkedIn here.
About Focus Agency Group
Focus Agency Group is a leading UK property marketing agency, trusted by national Housebuilders and Build to Rent (BTR) and Student Accommodation providers (PBSA). We work across the full property marketing spectrum, delivering full-funnel marketing solutions, from creating new brands to delivering results-driven, insight-led campaigns and media planning and buying. These help our clients stand out and connect with audiences across the UK and Ireland, creating opportunities for real growth. We are a Google Premier Partner and are ranked inside the top 3% of all Google Ads agencies in the UK.
