The Dinerstein Cos.’ Aspire Post Oak launched a grand opening campaign In November 2021 to reach sophisticated renters looking for elite high-rise living in Houston’s Galleria neighborhood.
The marketing team started social media teaser campaigns and paid media to lead up to the grand opening with a coming soon message, renderings, construction photos, hard hat tour photos, sign photos, and lifestyle images that helped paint the picture of what it would be like to live at Aspire. Next, it started to introduce the team and photos as the community progressed toward each area of completion. All communication to prospects used the Storybrand framework making the customer the hero and acknowledging what they want in a new residence. Social media followers increased by 386 on Facebook and 582 on Instagram, and engagement climbed from 65 to 1,695. Paid media campaign performance went from 161,513 impressions to a high of 320,943, clicks from 1,798 to 2,059, conversions from 22 to 123, and cost/conversion from $232 down to $40.
PROJECT DETAILS
Organization: The Dinerstein Cos.
Location: Houston
Campaign: November 2021 to March 2022
The startup marketing budget overall was $300,000, which included a custom website, 3D floor plans, the Pynwheel touch-tour leasing tool, digital marketing campaigns, Hy.ly online scheduling tool, graphics/signs, promotional items, move-in gifts, penthouse resident gifts, public relations, professional photos, and a video shoot. It also included Aspire’s grand opening event, with all initial efforts leading to that.
The grand opening party budget was $40,000 for the over-the-top event. The list went to 350 guests, and over 250 attendees enjoyed the red carpet, a champagne wall, whiskey tasting, live oyster shucking, personalized cocktails with guests photos, a string quartet, and passed hors d’oeuvres. The owners did the celebratory ribbon cutting and photo op following a welcome speech. The Aspire team conducted tours throughout the evening, which lead to a penthouse lease for $14,200 per month. Money Moves Realtors that attended the grand opening also brought in two standard unit leases at $2,440 per month each. The three 12-month leases amount to $228,960 for the year, exceeding the grand opening event budget.
“Aspire has the highest rents in the market area, and by reaching the target demographic and inviting them to our grand opening event, we have already secured 126 leases since we opened in December and are currently sitting at 33% leased,” stated the award nomination from spring 2022.
