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Graham Awards


Agency rebrands to win back support from student tenants

Brighton’s largest lettings agency MTM Property has rebranded under the new name Coapt.

The rebranding involved a year of workshops, client and tenant interviews and research according to the brand agency Pixeldot, which was instructed by the firm.

Coapt says that while landlords were happy with their service, the tenants - primarily students - were not.


“We had received a lot of feedback from the student community about the level of care and attention the agency was seen to be providing. In all honesty, I think we had lost focus” admits Coapt managing director Leon Mepham. 

“We have such great relationships with our landlords and have always received glowing reports from them that we’d neglected a community of students - many of whom their engagement with us is their first impression of this city. When we took a step back and recognised that, and the scale of the impact that could have, we knew that we had to change” he says. 

Pixeldot says the brand has been tailored specifically to students and landlords, and the lettings agency has a new student liaison team and ‘brand ambassadors’ as well as marketing material.  

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    "Brighton’s largest lettings agency" - not sure where that came from, completely inaccurate! This agent has a rep that speaks for itself, bizarre rebrand won't change that I suspect. Rumour has it they had to pay off a group of protestors recently. Self professing how awful the service was is not a wise move, not sure I'd thank 'pixeldot' for that strategy.


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