Case Study: Una, Ringley Group

Client

Helping Una, Ringley Group’s build-to-rent business, stand out, align teams, and drive growth.

The Challenge

The Build-to-Rent (BTR) market has become increasingly crowded, with new entrants scaling rapidly and established players expanding their service lines.

Una, Ringley Group’s BTR business, had a strong operational foundation but needed:

• Clear market differentiation
• A unified internal understanding of its positioning
• A strategy that could enable sustainable growth

Our Approach

Phase 1: Go-to-Market Workshops

We ran a series of collaborative workshops with Una’s leadership and commercial teams to:

• Review current market position and gaps
• Map competitors and identify differentiation opportunities
• Define actions across product development, internal communications, sales enablement, and marketing

Key Outputs:

• Market position clarity
• Growth-enabling action plan
• Team alignment on priorities

Phase 2: Value Proposition & Messaging

Building on Phase 1, further workshops refined Una’s value proposition and messaging.

• Sharpened value proposition centered on operational strengths
• Developed core messaging pillars for target decision-makers
• Created supporting proof points for investors, landlords, and partners
• Produced a unified market-facing story to simplify complex offerings

Key Outputs:

• Clear, differentiated positioning strategy
• Messaging framework for sales and marketing
• GTM roadmap aligning product, sales, and marketing

Outcome

1. Differentiation
   Una now stands out clearly among BTR operators.
2. Team Alignment
   Unified internal narrative ensures consistent communication.
3. GTM Readiness
   Strategy, messaging, and tools in place for growth.

”Working with Moeder gave us the clarity we needed to define who we are, how we compete, and how to communicate our value to the market.” Richard Williams, CEO, Ringley Group