In order to reach prospective tenants and create some buzz around The Blake apartment community in Alexandria, Virginia, real estate investment firm Monday Properties developed a strategic brand campaign with Hickok Cole Creative around a driving theme: a destination offering the “best of both worlds.”
The tagline focused on the development’s ability to provide comfortable apartment homes with upscale and hybrid amenities catered to today’s tenant, all packaged in a desirable and convenient location.
Monday Properties utilized clever messaging that conveyed the essence of life at The Blake, leaning into key differentiators. The collection of fresh visuals included diverse elements to express a “have-it-all lifestyle” and engage prospective residents.
Based on the unit size, amenity mix, and setting, the marketing campaign was designed to target regional professionals and young families and included both online and offline techniques.
Physical branding included a 662-foot fence banner, wrapping the site and prominently featured on a popular corner, branded leasing collateral, and swag bags.
Online promotional items included a dedicated website with virtual touring; ongoing social media campaigns from Monday Properties’ and The Blake’s channels; a targeted digital campaign; and a specific press kit with photography and 3D floor plans.
For preleasing, the leasing team relied heavily on driving people to the website. A social media strategy helped. Prospects could go to various social channels to get a sense of daily life at The Blake. The creative touches led to a steady increase of engagement throughout the first 12 months of lease-up.Public relations firm Clyde Group also conducted a targeted media relations outreach. The Blake was featured in eight original, earned media hits, including profiles in The Washington Post, WTOP-TV, and Alexandria Living.
The targeted advertising campaign generated impressive results, driving users to the website and leading to virtual and in-person tours. For example, Monday Properties reported advertising on Apartments.com, Zillow, and Apartment List averaged an 8.62% click-through rate—high above the reported industry average of 3.71%.
Digital advertising and website visits produced 540 viable leads and just under 100 scheduled property tours in only three months, according to the firm. At the time of substantial project delivery, 11 leases had already been executed.
