About the project
Lilla Ängen is Sveaviken Property Management’s new build in Kista Äng — a brand-new district in northern Kista, Stockholm — with 224 rental apartments from one to four rooms and 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 guided potential tenants from first awareness to signed contract — inspiring video content up top, 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 to create a personal connection to the project and lower the threshold to signing — our digital channels built exclusivity and drove sign-ups, and prospects were then met in an environment that breathed the project’s vision.
Behind the scenes, I project-managed photography and e-styling with external partners, briefing and quality-assuring all visual material against the project’s tonality, and owned the ongoing data analysis — monthly reports and regular presentations of campaign results and market insights to property owners and investors.
From the campaign
Results
By April 2026, 79.9% of the apartments were signed — up from 23.2% when I took over in September — with the goal of a fully leased building by the end of June 2026.
The channels performed strongly: Meta delivered 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.