"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.

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