Ireland’s build-to-rent market is gaining strength and BTR is becoming an increasingly attractive option for a population that values convenience and flexibility. A new operator on the scene has ambitious plans to take Dublin’s BTR offering up a notch.

Hali, an owner-operated property management company, has launched its brand and is inviting expressions of interest from residents for its first development in Cherrywood, Dublin 18, offering up to 1,300 high-spec apartments. Two further locations in Dublin will deliver an additional 2,700 under the operating brand.

“Our aim is to offer a fresh approach to renting in Dublin, with a focus on health, wellbeing and connected living,” Hali Director Benjamin Preece said. “The growing shortfall of available rental accommodation supports the need for service-led developments that foster communities. We want to provide a level of authenticity and focus on the attributes of renting a BTR home.

Hali’s focus is very much on resident experience — all buildings will have an on-site management team, for example, and added services that can be accessed via a dedicated resident app. To this end, Hali team members will have hospitality-led training, with some even coming directly from the hospitality sector.

Further to this, Hali will offer residents significant technology offered via a tailored resident app. Within the app, residents will be able to access their apartment, book amenities and events, request a maintenance call and more.

The brand has been designed to appeal to all residents who might be looking to rent in Dublin; single people, young families, older people looking to downsize, people who have travelled to work in Dublin from overseas.

“Many developments are currently fully focused on young professionals, which has effectively created a gap in the market for a brand that appeals to a much broader audience,” Preece said. “The Hali brand should feel accessible to people of all generations. It will also help fill a gap in the market for overseas corporate talent relocating to Ireland for the first time by giving them a sense of belonging to a community with fully connected living and easy access to their offices when needed.”

One way Hali wants to attract customers is to take “a more human approach” to marketing and the application process, Preece said. All communications and touchpoints have been designed to make potential residents feel as though they are getting a personal service. Hali is prioritising a prompt turnaround time, which will make a real difference to people looking to rent in a challenging market, Preece said.

Each property will have its own offering, relevant to its location, while connecting them under the parent brand. The aim is to create a sense of community, while celebrating a sense of place at each location. As the BTR sector continues to grow, Preece is determined Hali will be at the heart of it.

This article was produced in collaboration between Hali and Studio B. Bisnow news staff was not involved in the production of this content.

Studio B is Bisnow’s in-house content and design studio. To learn more about how Studio B can help your team, reach out to studio@bisnow.com.