The first lease-up during my time at Main Street Realty was for an apartment building outside of Scott's Addition. Prior to kicking off our traditional advertising strategies (signage and online listings) I wanted to think of a creative way to get the word out about this property. Construction had just begun, so we didn't want to start formally advertising yet. I created a Snapchat geofilter for the property that covered the perimeter of the building and Hardywood brewery across the street. These are the metrics for the 6-month run of the filter. The filter was designed to look like one of the open-air bays inside of the property. I also wanted to highlight that we're pet-friendly as the property is next to the SPCA.
New construction lease-up
Background: Construction begun on a new property in Q4 2018. We had no online presence, no property staff and no signage, but we wanted to start hard has tours to pre-lease the property.
Initial Objective: Organize prospects & promote with minimal advertising
I created a SurveyMonkey link on 2/13/19 and Facebook page for the property. The Facebook had renderings, a blurb about the property and a link to the SurveyMonkey page where people could leave their name and contact information if interested in the property. Within 2 months with no advertising, we had 107 people leave their contact information.
Since we didn't want to pay for advertising, I promoted the property via our company Facebook page & Instagram until taking the website live 4/2019.
I took photos every few weeks of the construction progress and posted on the property website and FB page.
I worked in a floor plan rendering program to create 3d floor plans with furnishings. I also named each floor plan. The property has 2 towers: "Red" and "Blue". I named the floor plans in the red tower after shades of red, and did the same for the blue tower floor plans: https://tinyurl.com/yxnttxwo
After taking the website live I've updated it as the project progresses. I played a large part in designing the property's recreation room and proposed murals throughout the property by a local RVA muralist.
We began tours in June 2019 and the property was 100% pre-leased before completion.
Rec room gallery wall
Mural by the pool
Below is part of a media campaign recap presentation that I created and delivered to a client. For these conferences, I was responsible for nearly every aspect of the projects outlined below, such as: researching speakers on outlined topics in the specified regions; reaching out to and securing these speakers; gathering and editing speaker bios; and coordinating and attending conference calls to iron out details.