Fairway Management | Community Lease-up Campaign
With a portfolio of over 200 apartment communities across the country, Fairway Management needed a scalable, lead generation campaign.
Improvements to strategy initiatives helped drive optimizations that increased prospect waitlists by over 75%. Digital marketing efforts exceeded industry averages with a Facebook CTR of 2.37% (compared to 0.99%) and a Google AdWords CTR of 5.14% (compared to 2.03%).
branding
Our primary challenge in conceptualizing this logo was to create a design that could be used not only for Frisco Senior Village, but at other apartment communities within the Fairway Management portfolio. I chose bold contrasting colors and a versatile font package to ensure a cohesive, but customized property logo within the master management company brand.
mailers
Mailers can be an effective way to target prospects, but are also costly. To determine the effectiveness of mailers in this campaign, we tested the initiative at a handful of properties. We setup trackable phone numbers (on our mailers, as well as other offline collateral) and worked with our sales team to implement HubSpot as the CRM system for each property. The data revealed that we were only generating one or two leads from the mailer at a cost per lead that was far greater than our other initiatives. By eliminating the mailer from the standard lease-up campaign, we were able to save Fairway Management over $20,000 annually.
brochures
Brochures are primarily used as an informational piece that can be given to prospects who come to the leasing office directly. They were also distributed to local businesses for brand awareness and promotion during early construction.
print advertising
As another brand awareness and promotional tool, print ads are an effective medium to reach low-income audiences. To determine the most optimal ad design layout, we studied eye tracking research. An inviting property photo is the center of attention, where the eye is initially draw, with the call to action and contact information emphasized in a bold red.
digital advertising
For this campaign, we initiated Google AdWords and Facebook advertising to expand our reach and target prospects with interests that are relevant to our customer profile. Analytics were an important element of our digital strategy, so we continuously tested and adapted our ad goals, messaging, design and medium to optimize the quality of our leads.
signage
Sign designs are kept simple and readable. We used minimal, contrasting colors to increase visibility and worked closely with the on-site sales team to ensure strategic placement.
