Case Study:
Flyway Ventures
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How 30|90 Marketing repositioned Flyway Ventures from a resident-facing website to an investor-ready platform built for accredited investors and family offices.
Organizational Profile
Flyway Ventures is a Build-to-Rent (BTR) real estate development and investment company operating across Arkansas, Oklahoma, and Texas. Founded by two principals with decades of combined experience in property management, development, and real estate law, Flyway has built a portfolio of roughly 1,000 units with a growth trajectory toward 5,000 owned units and 20,000 under third-party management.
Their capital partners include family offices and accredited investors. In addition to their development and investment activity, Flyway is launching a new property management entity, Flyway Management, making this a pivotal moment for the brand.
Challenge
Flyway's existing website was oriented toward the wrong audience. The copy and customer journey spoke to residents and renters rather than the investors and capital partners the company needed to reach. Key sections were missing, the team roster was outdated, and there was no mechanism to move a prospective investor from curiosity to conversation.
The broader challenge was visibility. The scope of what Flyway had built wasn't being communicated externally. The website engagement was the moment to change that.
Approach
30|90 conducted a systematic site audit, complete with competitive and industry analyses, including research on impending national-level policy changes.
The work fell into three connected streams:
1. Positioning & Messaging Strategy: We reframed the entire site around the investor audience and Flyway differentiators. The differentiation story centered on a founder team with deep operator experience: a principal who built and sold a significant property management company, and a real estate attorney, now working together as vertically integrated developers with a genuine owner-operator edge.
We also helped Flyway think through their brand architecture, moving toward a branded house model with Flyway Ventures as the umbrella and Flyway Management and Flyway Energy as distinct pillars, each with its own story while sharing a unified identity.
2. Asset Strategy & Production Planning: We helped build an asset capture system organized by section, priority, and source. We followed that with a full photography session prep guide covering six shot categories, wardrobe guidance, technical specifications, and a tiered priority checklist. The goal was to ensure the shoot produced everything the website would need.
3. Website Design & Development: The new site was built on WordPress using the Divi framework. The architecture includes ten informational pages plus a structured project template system with three stage-specific templates with expanded project portfolio. The design direction is investor-grade, built to move a prospective capital partner through a clear journey.
Why This Approach Works for BTR Developers
Build-to-Rent is still a relatively young asset class. Many prospective investors, even accredited ones, are still learning how BTR performs, how it differs from traditional multifamily, and why it represents a compelling long-term investment. Every conversation a BTR developer has with a new capital partner tends to start at zero.
A well-built investor website handles the early education, establishes operator credibility, and surfaces the track record before the first call. By the time a prospective investor reaches out, they understand the asset class and have a reason to trust the operator.
That's the problem this engagement was designed to solve, and the standard 30|90 applies to every BTR developer website we build.
Frequently Asked Questions
What does a BTR developer website need that a standard real estate website doesn't?
A BTR developer website serving accredited investors needs to accomplish something different from a leasing site or a residential developer's marketing page. It needs to explain the asset class, establish operator credibility, present a track record, and provide a clear path to a capital conversation. The design, copy, and content architecture all have to work together toward that outcome.
How long does a BTR investor website take to build?
Timelines vary based on the complexity of the portfolio and how quickly assets (copy, photography, project data) can be gathered.
What makes 30|90 Marketing different for BTR developers?
We understand both sides of the equation. We know the BTR asset class, and we know how to market to accredited investors and family offices, an audience that responds to operator credibility and track record, not lifestyle photography. Our work is built around moving the right investor from curiosity to commitment.
Can 30|90 help with ongoing investor communications after the site launches?
Yes. Beyond website strategy and development, 30|90 offers ongoing support including thought leadership content, LinkedIn strategy for principals, deal memorandums, investor packages, and website management. The site is the foundation. Ongoing communications keep investor relationships warm between deals.