Urbane Apartments Case Study - AIM 2009

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A case study summarizing the social media marketing and communication strategy and tactics implemented by Urbane Apartments, an apartment operator in Royal Oak, MI.

Originally presented as part of a panel discussion at the Apartment Internet Marketing Conference on April 30, 2009, by Mike Whaling of 30 Lines.

Published in: Business, Technology
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  • One note that was mentioned in the presentation but is not on any of the slides: as of this presentation, Urbane estimates their 'all in' marketing costs to be around $130 per lease, including their internal and agency staffing expenses.

    Take that for what it's worth ... I just wanted to make sure it was disclosed as part of the story.

    ~ Mike Whaling, 30 Lines
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Urbane Apartments Case Study - AIM 2009

  1. 1. Backchannel Mike Whaling, 30 Lines Twitter: #aimsm April 30, 2009
  2. 2. Download the slides: SlideShare.net/30lines
  3. 3. Urbane Goals Reduce spending on paid listings   Build sense of community and exclusivity  Sell a lifestyle and experience
  4. 4. Social media is people having conversations online.
  5. 5. The conversations are already happening...
  6. 6. …So start by listening.
  7. 7. Ears to the Ground
  8. 8. No one cares about the apartment.
  9. 9. Take advantage of the tools.
  10. 10. Online Classifieds
  11. 11. More Tools See video on the next slide. ============>
  12. 12. Give ’em something to talk about.
  13. 13. Be Remarkable
  14. 14. Be Remarkable
  15. 15. Deliver an Experience
  16. 16. Fish where the fish are.
  17. 17. MySpace
  18. 18. Facebook Page
  19. 19. Facebook Profile
  20. 20. Give Residents Their Own Space
  21. 21. Become a community hub.
  22. 22. Community Blog
  23. 23. Extend the Reach
  24. 24. Fail fast. Try again.
  25. 25. Make It As Easy As Possible
  26. 26. Ask for the review.
  27. 27. Put It in Their Face
  28. 28. Own Your Name
  29. 29. Promote Transparency
  30. 30. How does it all get managed?
  31. 31. Resources Required 2.5 employees spend 1-3 hours per day  6-8 compensated resident bloggers 
  32. 32. Total Costs for All Tools: $973
  33. 33. $2.86 per unit for the year
  34. 34. Urbane Results Website traffic up 65%   Blog traffic up 4,300% (Grows 35% monthly)  Participation in Urbane Lobby up 400%
  35. 35. Urbane Results No paid advertising in past eight months   Nearly 100% increase in lease conversion  Rents consistently higher per square foot than local competition  Brand awareness drives referrals and resident retention
  36. 36. One More Benefit…
  37. 37. Mike Whaling @30lines

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