Dallas-based Lantower Residential embraced summer fun to make a positive impact on its brand and residents. The multifamily firm created its Ultimate Summer Block Party campaign in summer 2021 to raise awareness across multiple markets as well as increase resident retention and positive reviews. The timing of the campaign coincided with the launch of a new website, lantower.com, and the introduction of a lifestyle promotion, “Life Happens Here,” focused on what renters can expect when living at a Lantower community.
To accomplish the campaign’s goal, a block party announcement was shared across each of its communities’ social media platforms promoting 20 parties happening the same night with 20 residents receiving the surprise of a lifetime—$1,500 to help fund a major life moment or celebration. As part of the “Have a Moment on Us” giveaway, a nomination form was sent to residents asking them to nominate a neighbor deserving of this award. The messaging for the block party also was circulated to residents via email as well as promoted on the company’s websites and through paid search advertisements.
During the parties, there was a push for both renewals and reviews. QR codes on signage as well as on T-shirts worn by employees directed residents to Google and Yelp review pages, and employees had one-on-one meetings for renewals.
The campaign achieved its goals, including:
- Brand awareness as Lantower search terms increased by 230% from May to July 2021, with 7,731 unique searches pre-block party promotion to 25,537 unique searches during the block party time frame;
- 216 renewals were signed, with 123 of those by residents who did not have a renewal offer yet; and
- 428 five-star reviews between Google and Yelp.
The creation and execution of the campaign was an in-house team effort, with vice president of marketing Amy Lane creating the save-the-dates, the review QR codes, the Google nomination form, and the final recap video of the block parties. Lauren Roach, who was director of human resources at the time, came up with the “Have a Moment on Us” giveaway, which was a highlight of each party and tied the campaign together. Additional help was provided by on-site team members as well as corporate employees and leadership teams.