MIPIM 2016: Westrock has launched a new management platform for its UK private rental portfolio.
According to managing director Aravinda Neuman, the focus of the brand, Platorm_, will be on design, smart technology, lifestyle and customer-centric service.
“Branding has not really come around in a major way for rent, though we see it in other industries,” he said. “But let’s look at what branding really is, it is a way to identify yourself or what you really stand for.”
Neuman said its focus will not be just on increasing value, but retaining customers.
Westrock has around 500 homes in the South East and it intends to increase that number to more than 6,000 within the next few years.
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