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

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