MARKETING AND ADVERTISING: FOR-RENT HOUSING
Grand Effort
The Ashton

Aiming for monthly rents as high as $11,000 at a Dallas high-rise, the Hanover Co. knew it needed to a launch a marketing campaign of grand proportion. And the company did just that, partnering with a local design firm to create a snazzy campaign tailored to the affluent urban crowd of Dallas's ritzy Uptown district.

The marketing materials for the 267-unit Ashton focus on the property's grandness, from its incredible views of downtown Dallas and its rooftop infinity pool to its convenient location near restaurants and shops. "We decided to use this approach because The Ashton customer is a discriminating customer that lives an active, urban lifestyle with an affinity for luxury brands," says Cynthia Birdwell, director of marketing for the Houston-based Hanover Co.

Sleek ads feature hip, urban renters soaking in the nearby nightlife. Clever phrases at the top of the ads read: "Why claw your way to the top when you can use the elevator?" and "You've worked hard to get to the top. Now you can live there too."

The most memorable aspect of the campaign: a direct mail flyer invite to the grand opening tucked inside a "hyperventilation" brown paper bag. The bag reads: "Warning ... Those with weak hearts or who are easily excitable may want to consult a physician before attending." The bag created a big buzz, says Birdwell.

"The hardest part of direct mail is [persuading] the recipient to open the envelope," Birdwell says. "We wanted to ensure that our grand opening invitation was opened, viewed, remembered, and responded to." The plan worked–about 650 prospects attended the building's opening bash. –R.Z.A.

The Ashton

  • Location: Dallas
  • Developer: The Hanover Co.
  • Opening Date: March 2005
  • Units: 267
  • Unit Mix: One- and two-bedrooms
  • Rent: $1,700 to $11,000

COMMUNITY SERVICE
Hands and Hearts
Post HOPE Foundation

Many companies give lip service to community service. But Post Properties, an Atlanta-based apartment REIT, mobilizes both employees and residents to give back through the Post HOPE Foundation, which stands for "Helping Others through Post Employees."

Through the program, Post employees have donated thousands of dollars–and hours–to charity. The program provides free landscaping to nonprofits, has given assistance to more than 100 charities, and raised more than $177,000 through employees' payroll deductions and contributions at fundraising events.

Post has had a charitable giving club for the past couple of years, but the REIT increased its focus lately. "[President and CEO] David Stockert wanted us to take our program and expand it," says Janie Maddox, senior vice president of Post Properties and executive director of Post HOPE. "It has become a part of the overall strategy for Post going forward."

Among the company's innovative fundraising ideas that encouraged resident involvement: the "Love Cures All" Valentine's date auction at Post Pentagon Row in Arlington, Va., which has raised more than $33,000 for the Susan G. Komen Foundation. –L.S.

Post Hope Foundation

  • Company: Post Properties
  • Purpose: To mobilize the company and its employees to help charities
  • Established: 2004
  • Notable: Sponsors events that bring employees and residents together to raise money or donate time to nonprofits