Alma ZenoMarketing Strategist · Stockholm, SwedenContactSV

Lilla Ängen

Sveaviken Property Management · Marketing Coordinator & Project Lead · 2026

79.9%Apartments signed by April 2026
3.22 krMeta cost per result
16.84%Google Ads CTR
11.07%Google Ads conversion rate

About the project

Lilla Ängen is Sveaviken Property Management’s new build in Kista Äng, a brand-new district in northern Kista, Stockholm. The project holds 224 rental apartments from one to four rooms, with first move-ins in January 2026.

Challenge

The project entered its most intensive phase in autumn 2025, with leasing opening ahead of the first move-ins. I took over in September 2025 as marketing coordinator and project lead, with 23.2% of apartments signed.

The brief was clear: keep momentum in a cooling rental market, convert interest into signed contracts fast, and make sure the project felt alive and present in the local area the whole way through.

Approach

On Meta, I built a full-funnel strategy that took potential tenants from first awareness to signed contract: inspiring video content at the top of the funnel, sharply targeted conversion ads at the bottom. The result was a digital presence that felt personal and relevant rather than like property advertising.

On Google Ads, I ran a search strategy focused on high purchase-intent keywords, pairing niche search terms with local geographic modifiers to pull in traffic that was already close to a decision.

Offline, I coordinated on-site viewing events. The digital channels built anticipation and drove sign-ups, and prospects then got to meet the project in an environment that lived up to the picture the ads had painted. The personal meeting lowered the threshold to signing.

Behind the scenes, I project-managed photography and e-styling with external partners and quality-assured all visual material against the project’s tonality. I also owned the ongoing data analysis, with monthly reports and regular presentations of campaign results and market insights to property owners and investors.

From the campaign

  • Campaign ad: 'Välkommen till Lilla Ängen' over a rendering of the block and a bright staged apartment
  • Campaign ad for Kista reading 'Bo större för mindre i Lilla Ängen', a discount on all four-room apartments
  • Campaign ad with the tags New build, Kista and Rentals in front of the building facades
  • Campaign ad with the headline 'Där livet får ta plats', a Kista Äng facade next to a couple in bed
  • Branded prize wheel in the window at a viewing event, with the red facades of Kista Äng outside
  • Event table with sparkling wine, fika and a prize wheel at a Lilla Ängen viewing event
  • Viewing-event sign and Sveaviken PM beach flag outside the entrance in the evening
  • Staged show apartment: bright kitchen and living room with a dining area
  • Staged living room with a balcony facing the red facades of Kista Äng
  • Staged bedroom with a balcony door facing the greenery

Results

By April 2026, 79.9% of the apartments were signed, up from 23.2% when I took over in September. The goal was a fully leased building by the end of June 2026.

The channels delivered: Meta produced a 3.22 kr cost per result at a 10.5% CTR, and Google Ads reached a 16.84% CTR with a 6.50 kr average CPC and an 11.07% conversion rate.