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"Urbane Apartments Case Study" - Mike Whaling (30 Lines) - Apartment Internet Marketing Conference 2009
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"Urbane Apartments Case Study" - Mike Whaling (30 Lines) - Apartment Internet Marketing Conference 2009

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Mike Whaling, President of 30 Lines gives a case study on Urbane Apartments, a small multifamily investment and management firm that only uses social media to keep his seven luxury properties full.

Mike Whaling, President of 30 Lines gives a case study on Urbane Apartments, a small multifamily investment and management firm that only uses social media to keep his seven luxury properties full.

Published in: Technology, Business

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Transcript

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