By: Mae Cornes

Ernst Capital Group is expanding in multifamily housing, responding to the growing need for build-to-rent homes. Projects like Willowbrook Village in Sioux Falls, featuring 57 single-family rental homes, aim to offer renters the benefits of homeownership without long-term commitments. Effective public relations efforts can play a key role in shaping public perception and potentially attracting both tenants and investors.

Baden Bower, a real estate PR agency, specializes in developing publicity strategies to enhance Ernst Capital Group’s visibility. By securing high-profile media coverage, the firm can better connect with its target audience and potentially strengthen its presence in rental housing.

Ernst Capital Group’s Latest Projects

The firm recently completed its Signature Fund VI, which is supporting two new multifamily projects for Signature Cos. in Sioux Falls. Willowbrook Village aims to balance affordability with modern design, offering two- and three-bedroom homes with attached garages. Initial demand appears strong, with 28 of the first 30 homes already leased.

Split Rock Village, another upcoming project, is under construction. This community plans to offer studio, one-, two-, and three-bedroom apartments with a range of amenities. These projects are part of a broader effort to expand rental options and address the needs of today’s renters.

Investor partnerships continue to be a priority for Ernst Capital Group. By structuring private real estate investments for accredited investors, the firm aims to support well-planned developments that seek to blend profitability with community improvement.

Why PR Matters in Build-to-Rent Growth

Media coverage can help inform the public and potentially address concerns about rental housing. Baden Bower focuses on securing features in major outlets like Forbes and Entrepreneur Magazine, which can help firms like Ernst Capital Group present their work effectively.

AJ Ignacio, CEO of Baden Bower, explains, “Our goal is to help build credibility and ensure our clients’ stories reach the right people.” Thoughtfully planned media placements can assist developers in demonstrating their impact on housing availability while maintaining transparency about their business models.

To date, more than 1,800 clients worldwide have reportedly benefited from Baden Bower’s media strategies. Over 5,000 media features have been placed through partnerships with more than 700 publications. A combination of data-driven PR and creative storytelling can help messages reach the right audience.

Balancing Media Coverage and Meaningful Engagement

While guaranteed media placements can create visibility, some industry professionals suggest that meaningful engagement may be equally important. One PR expert explains, “Getting featured in the media can help, but long-term trust often comes from honest communication and real connections with the community.”

Ignacio offers a different perspective. “We focus on narratives that matter to both investors and tenants. When you get an article written about you, it’s about contributing to the conversation and potentially demonstrating industry leadership. High-profile coverage can help initiate industry discussions and showcase a company’s commitment to responsible development,” he says.

Strengthening Reputation Through Thoughtful PR

Some skepticism exists around build-to-rent projects, particularly regarding corporate landlords. PR efforts should ideally go beyond promoting success. Addressing public concerns and highlighting how these developments may improve housing options are also important considerations.

For example, a feature in Forbes could explore how Willowbrook Village provides quality rentals at affordable prices. Rather than focusing solely on business growth, articles might also emphasize these projects as solutions for families seeking stable rental housing.

Ignacio adds, “Crafting the right narrative makes a difference, especially in a competitive field. Our PR strategies aim to help companies like Ernst Capital Group communicate their vision effectively.”

A Smart Strategy for Growth

The expansion of Ernst Capital Group’s build-to-rent portfolio makes media strategy a valuable tool for building trust and attracting investors. Baden Bower’s work in strategic PR can contribute to strengthening the firm’s reputation in the industry.

By focusing on both business growth and community impact through media coverage, companies may be better positioned for long-term success. Public perception often plays a significant role in real estate outcomes, and well-planned storytelling can help companies like Ernst Capital Group stay competitive.

Published by Anne C.