Platform Launch: A Targeted Media Campaign to Drive Investor Interest


Roofstock, a leading marketplace for single-family rental (SFR) investment properties, was launching Roofstock One, a new investment offering allowing investors to buy shares of single-family rental homes. Roofstock’s goal was to attract accredited investors to this new marketplace, and educate them on the economic and tax benefits of rental home ownership, without the responsibilities of being a landlord.


Vested strategized and executed a highly targeted integrated communications campaign that led with offering exclusive first access to Bloomberg, a top tier media outlet widely followed by accredited investors. Vested worked with both Bloomberg’s online editorial staff and broadcast team to secure terminal and online stories, as well as  a television segment featuring the Roofstock CEO discussing this new real estate investing offering.


Media: The media relations portion of the campaign resulted in twenty pieces of coverage in highly targeted media outlets, such as Bloomberg, WSJ , Yahoo! Finance, Globe St., and Think Advisor. Media coverage reached more than 140 million viewers online.

Business: Roofstock experienced significant, immediate investor interest in the SFR properties listed in their two Roofstock One launch markets. Within 30 days, Roofstock was gearing up to launch in additional markets with confidence.



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