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Urbane Apartments Case Study - AIM 2009
 

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. ...

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.

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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 Urbane Apartments Case Study - AIM 2009 Presentation Transcript

    • Backchannel Mike Whaling, 30 Lines Twitter: #aimsm April 30, 2009
    • Download the slides: SlideShare.net/30lines
    • Urbane Goals Reduce spending on paid listings   Build sense of community and exclusivity  Sell a lifestyle and experience
    • Social media is people having conversations online.
    • The conversations are already happening...
    • …So start by listening.
    • Ears to the Ground
    • No one cares about the apartment.
    • Take advantage of the tools.
    • Online Classifieds
    • More Tools See video on the next slide. ============>
    • Give ’em something to talk about.
    • Be Remarkable
    • Be Remarkable
    • Deliver an Experience
    • Fish where the fish are.
    • MySpace
    • Facebook Page
    • Facebook Profile
    • Give Residents Their Own Space
    • Become a community hub.
    • Community Blog
    • Extend the Reach
    • Fail fast. Try again.
    • Make It As Easy As Possible
    • Ask for the review.
    • Put It in Their Face
    • Own Your Name
    • Promote Transparency
    • How does it all get managed?
    • Resources Required 2.5 employees spend 1-3 hours per day  6-8 compensated resident bloggers 
    • Total Costs for All Tools: $973
    • $2.86 per unit for the year
    • Urbane Results Website traffic up 65%   Blog traffic up 4,300% (Grows 35% monthly)  Participation in Urbane Lobby up 400%
    • 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
    • One More Benefit…
    • Mike Whaling @30lines