Grainger
Grainger plc is the UK’s largest listed residential landlord – a FTSE 250 company managing over 11,000 homes across more than 30 developments, from Newcastle to Southampton. Building a brand that connects with renters at the moment they’re deciding where to live is one of the most competitive challenges in the BTR sector.
Social media is now central to that decision. When prospective residents leave Rightmove, they go straight to Instagram. What they find there shapes everything.
Grainger came to Blossom with ambitious plans for their social presence and a clear sense of what they wanted to achieve – a consistent, high-quality content programme that could work across a national portfolio while still feeling local to each development.
We started where we always start – by listening. Deep competitor research, a thorough understanding of their audiences, and honest conversations about ambition and opportunity. From that, we built a strategy that centralised content creation under one roof, with a clear creative direction: professional photography and video that makes people want to live there.
Today, Blossom is Grainger’s content partner across their entire portfolio. We produce cinematic building showcases, drone footage, neighbourhood guides, influencer and model shoots, business collaborations, resident testimonials, meet the team videos, and on-the-ground coverage of social events – visiting multiple developments every month, the length and breadth of the country.
The content we create has become the backbone of their digital advertising too, consistently outperforming previous benchmarks and raising the bar for what BTR social content can look like.
