LeasingDesk Insurance Launches New eRenterPlan Brand to Residents

Brand Aims to Debunk Resident Myths

IRVINE , CA (July 6, 2005) – “Stuff happens. Be prepared.” and “You got stuff. Protect It.” These are two of the messages residents will hear as part of the new eRenterPlan brand, launched by LeasingDesk Insurance to promote its online renter's insurance product. The company just unveiled a new brand that truly speaks residents' language and attempts to clarify some widely help misconceptions about renter's insurance.

A new eRenterPlan logo, designed with an umbrella, which represents “protection when you need it” was the first step of the new brand. The rest of the brand is carried out in the eRenterPlan marketing materials, most of which are given to residents at move-in time or displayed throughout the apartment community to promote the renter's insurance product. These materials use a very sharp, clean portrayal of residents and their stuff.

“The biggest reason only 5% of apartment residents carry a renter's insurance policy is because of their misconceptions and misinformation. Residents think ‘It won't happen to me,' ‘I don't own very much,' or ‘The landlord will replace my stuff,' so they don't purchase renter's insurance,” explains Dirk Wakeham, President and CEO of LeasingDesk Insurance. The new brand communicates these common myths and their respective facts, and it shows testimonials from residents. “Most importantly, the brand ‘speaks' to residents. All marketing materials are written very conversationally in their language, addressing their concerns. Insurance is very intimidating to residents, so we've made every effort to make eRenterPlan approachable, understandable and easy on residents.”

For now, LeasingDesk Insurance will continue to utilize its well-known turtle brand for the B2B communications to multifamily professionals. “Our clients and the industry have come to know and love Sheldon the turtle, so for now we'll just rebrand eRenterPlan. After all, the turtle represents protection and friendliness, which reflects a few of LeasingDesk's key principles,” said Wakeham.

eRenterPlan is LeasingDesk Insurance's online renter's insurance product that allows owners to offer pre-approved insurance to residents easily and passively at specially negotiated rates. Residents simply visit www.eRenterPlan.com , obtain an instance quote and enroll online in minutes.

To schedule an interview regarding eRenterPlan's new brand or for more information about LeasingDesk Insurance, please contact Kristina Van Doorn at Kristina@linnelltaylor.com or 303.684.0300 ext. 124.

About LeasingDesk Insurance

LeasingDesk Insurance is the leader in resident insurance programs for the multi-housing industry specializing in affordable and easy-to-implement renter's and liability insurance products. L easingDesk Insurance provides a valuable risk management tool that increases NOI by eliminating exposure from resident negligence, thus reducing costs affiliated with non-deductible resident claims. For more information about LeasingDesk's customized insurance programs, visit www.leasingdesk.com or contact (949) 809-7000 or sales@leasingdesk.com .

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