Pioneering Meriton Brands its BTR Portfolio

AUSTRALIA’S pioneer of build-to-rent apartments, developer Harry Triguboff’s Meriton group, has to put a face to one of the biggest rental holdings in the country.

Meriton BFR, or Built For Rent, brand will give Meriton’s portfolio of rental apartments its own identity.

The ever-growing portfolio holds more than 4500 apartments spread across 15 developments in Sydney.

The Meriton move comes as major developers and institutions look to enter the build-to-rent market.

Mr Triguboff yesterday said the branding move was being made as Meriton was poised to add another 1300 apartments to its portfolio.

“Meriton has been in the build-to-rent space for more than two decades, something that has not been widely recognised.”

“Our rental operations are well honed and we have an enormous pool of past and present tenants.”

“It’s high time we made the general rental market more aware of what Meriton and its high-quality buildings offer.”

“Hence it is important we establish our own build-to-rent identity in the market.”

“The BFR brand will provide that recognition and, at the same time, signal to renters that they are dealing with a group that is tried, trusted, and highly efficient.”

Victor Toscano, head of residential leasing, yesterday said the Meriton leasing figures illustrated the renter demand for its apartments.

“We have already leased over 560 apartments since January, and in 2021 we leased more than 2600 for the whole year.”

“We offer a no fuss, more fun type of lifestyle for a renter, along with long-term rental security.”

“Meriton has its own on-site management, after-hours security, and continuous upgrading and maintenance of buildings.

“Our buildings, all equipped with five-star resort-style facilities, are in popular and sought-after locations.”

Mr Toscano said the BFR branding would enable Meriton to highlight that it provided tenants with lots of luxury space, freedom to make alterations, and the right to have pets.

The BFR move comes four years after Meriton made a similar move with its hotel business, branding its chain of more than 5000 apartments Meriton Suites.