To make a portfolio of boutique properties feel more cozy, connected, and personal, Laramar, a vertically integrated real estate investment and property management company, created a digital marketing campaign called Local by Laramar, encompassing three key elements: a website, social media campaigns, and search engine marketing.
Directed at professional millennials aged 25 to 38, the target audience expects customization and convenience, values experiences over possessions, appreciates authenticity and transparency, and wants to feel connected to their surroundings. Using a consistent brand voice, that appeals to the demographic and can be described as approachable, bold, playful, optimistic, and concise, the website aims to provide local connections through its neighborhood pages.
The website highlights five market specific sub-sites, including Chicago; Denver; Minneapolis; Tampa, Florida; and Los Angeles. Under each city, prospective residents will find several neighborhoods within the city and its top features, such as restaurant recommendations, a listing of local attractions, and a list of neighborhood conveniences, such as groceries or fitness centers. The team even created a “Day in the Life” section to help prospective residents get a real feel for what living at a community will be like.
Localbylaramar.com also delivers a responsive design allowing it to adapt to any device, full integration with unit pricing/availability and online leasing, a resident portal for online payments and service requests, and easy resident communication.
Drip email campaigns were created to further connect the brand with the target demographic, while social media promotions keep residents engaged throughout residency.
Since the campaign’s launch in August 2019, the team has seen increased online traffic and leasing. Local by Laramar website visitors increased 82% from September 2019 to September 2020 and social media visitors increased by 689% over the same period. From Q1 2019 to Q1 2021, total lead volume increased by 80% and total lead lease volume increased by 18%, illustrating a successful return on investment.
