Leasing Scheme Wales. Making Renting Work for Everyone
A national scheme tackling housing challenges
Leasing Scheme Wales (LSW), funded by the Welsh Government and delivered by local authorities, aims to make private renting more affordable and accessible. By offering property owners guaranteed rental income, grants of up to £25,000 for empty homes, and full property management, the scheme provides security for landlords while helping those most in need find a home.
The challenge: building awareness and trust in a competitive market
Despite its benefits, awareness of LSW among landlords and property owners was low. Our challenge was to raise the profile of the scheme, dispel misconceptions, and drive enquiries and sign-ups-while supporting local authorities with the tools they needed to promote the scheme in their communities.
Our strategy: turning empty properties into opportunities
Our strategy was built on three pillars: clarity, reassurance, and community impact. We needed to make the scheme feel simple, trustworthy, and rewarding, while showing its positive role in tackling housing shortages. We developed a national, digital-led campaign targeting four key audience segments:
- Current landlords seeking hassle-free, guaranteed income
- Accidental landlords managing inherited properties
- Owners of empty properties or second homes
- Community-driven landlords motivated by social impact
Creative centred on transformation
Our creative approach featured a distinctive 3D clay model style-warm, inclusive, and cost-effective-bringing to life the benefits of the scheme and the people behind the properties. This visual identity was applied across explainer videos, social media assets, and a comprehensive partner toolkit for local authorities.
The campaign ran across Facebook, Instagram, Google Search and Display, supported by digital radio (DAX), Wales Online advertorials, and direct outreach via Rent Smart Wales e-shots and letters. Local authorities amplified the campaign through their own channels, ensuring local relevance.
Smart Spend. Real Impact
The campaign ran from September 2024 to January 2025 and delivered exceptional results:
- 40,180 clicks to the campaign landing page (134% above target).
- 308% increase in traffic to LSW webpages.
- 1,296 enquiries to local authorities during the campaign period.
- 11 local authorities actively shared campaign content.
- Digital activity achieved 3.2M impressions with an average CPC of £0.28.
- Facebook generated 47% of clicks, while Google Search delivered the highest CTR at 12.7%.
From awareness to action
By combining insight-driven strategy, distinctive brand development, and collaborative stakeholder engagement, we transformed a complex housing initiative into a clear, compelling proposition for landlords. Leasing Scheme Wales is now better positioned to unlock empty homes, support communities, and make renting work for everyone.