Building Picture Living’s engaging web experience

Discover how we made a website experience that puts renters front and centre.


Picture Living is a pension investment fund that owns and manages a growing portfolio of over 1,700 rental properties throughout the UK. They are on a mission to transform the rental experience with a core belief that renters deserve homes. They offer a range of perks unseen by many — flexible tenancy lengths of up to three years, the freedom to decorate, pets are welcomed, and a fixed low deposit on all properties regardless of rental cost.

To do this, Picture Living needed to build their profile and levels of trust with their key stakeholder groups:

  • Housebuilders, developers, and property owners — to attain high quality properties
  • Renters — to be their first point of call when searching for a property
  • Investors — to further fund their mission

With their dated website, no social presence, and current renters who were unsure of who their landlord was, Picture Living needed to start putting themselves front and centre of the rental experience.

See below the old website.

Old Picture Living site


We conducted a brand and website audit of Picture Living and found their website wasn’t successfully serving any of their key stakeholders. As their mission was centred around improving the rental experience for tenants, we created a website with renters at its heart. We revised their user journey for a clearer path to find properties and renter information, and worked with our sister company, Transform Comms, to make Picture Living's tone of voice more approachable and friendly. Additional pillar pages and downloadable content were then created for housebuilders, developers, and investors.

To make their renter content easier to digest, we created a captivating animation to summarise the renter journey. Not only would this educate tenants on what to expect from a Picture Living property, it could act as content marketing for other platforms such as Facebook or YouTube.

As part of the content tailored to housebuilders, developers, and investors, we visited one of Picture Living’s developments and created a series of talking head videos to give more personality to the brand. This included using a drone to gather b-roll footage of the development, prepping interview questions, and directing the video shoot.


The results  

Picture Living’s website is packed with other interactive features to create an engaging experience, such as:

  • An interactive map of property locations,
  • A property search function for users to find properties in their desired area,
  • An animation to explain the renters’ journey with animated statistics and icons, and
  • A searchable FAQ section.

It wasn’t just the start of the renter’s journey that needed to be considered. We also created a welcome pack to be shared with renters, outlining all the information they’ll need throughout their stay.