Project Goal: Develop a strategic marketing plan to promote available apartments for rent in Chattanooga, Tennessee.
Timeline: 60 days
Marketing apartments and real estate in Chattanooga can be tricky business, even though there is a shortage of rental property in the downtown area. In a recent project, Q Strategies tackled a research-based marketing plan for a downtown apartment building.
Because apartment marketing is driven by locals, we spoke with current renters to discover how they found out about, and why they selected, their current apartments. We also interviewed potential renters and renters that had recently moved.
To help spend our client’s marketing dollars wisely, Q Strategies researched best practices for marketing apartments and urban rentals.
Tip: A posted pet policy can increase leads, and most importantly, save staff from pursuing poor leads. Providing a clear pet policy drives up to 50% more calls from Craigslist and other third-party listings.
Using our research into how renters find out about rental property and what drives their leasing decisions, Q Strategies developed and launched the client’s new website and brand. From there, we took steps to build online credibility through Google+, Craigslist and other local property listings. Everything from photography to website design and content was driven by the in-depth interviews and market research we conducted to implement a successful apartment marketing strategy in Chattanooga.
In addition, Q Strategies gained media attention for the building and worked with nearby companies to have the available apartments included in employee announcements.
Results: The new website quickly gained traffic and began generating leads. The client saw a 75% increase in phone calls and emails regarding the property. Within a few weeks, 90% of the apartments were pre-booked for their January 2015 move-in dates. This was accomplished through word of mouth, social media, brand development, online traffic, media relations and referrals. No paid advertising was used to promote the apartments.
Do you need more ideas for real estate marketing in Chattanooga? You might also enjoy reading: 5 Benefits of Social Media Marketing.