Case Study
Background
Copper Creek is an apartment complex in Kent, Ohio. It is home to young professionals, graduate students, medical students in residency and even young families. During the onset of the pandemic, they faced many uncertainties, needing to adjust quickly to continue to provide housing for those who needed it – but in a safe and careful way. With many individuals still needing to move during these times – whether their lease ended or they were just looking for a new place to quarantine, there were a lot of logistics to work through.
Taking Copper Creek to the Next Level
Problem
Consumers no longer felt safe touring apartment buildings and signing leases, but still needed to.
Goals
#1
How do we promote community-based amenities?
#2
How do we still allow prospective residents to tour the property and sign leasing paperwork?
#3
How can we best communicate and implement new safety measures in a shared community?
Solution
We put a halt to all current campaigns and switched gears ASAP. We came up with a new strategy within the week, and pulled and replaced all scheduled social media. Our new approach was to position Copper Creek as a thought leader when it comes to COVID-19 and apartment living. We wanted to ensure that both potential and current residents saw Copper as THE safe and trusted option for housing. During this time we helped field feedback from current and potential residents, used their platforms to educate both on what they were doing, and what changes and recommendations were being made locally and nationally. Additionally, understanding our Copper’s post-college audience, we provided lots of ideas on ways to pass the time in quarantine to help provide a bit of levity and motivation during the early months.
Solution
Sales & Marketing Strategy
What was an apartment bonus like door to door trash pick up became super quarantine friendly. We reworked amenity messaging to help potential residents see that Copper is not just a great apartment for regular life, but an awesome place to ride out this virus because they have so many perks right on the property.
Solution
Amenities
What was an apartment bonus like door to door trash pick up became super quarantine friendly. We reworked amenity messaging to help potential residents see that Copper is not just a great apartment for regular life, but an awesome place to ride out this virus because they have so many perks right on the property.
Solution
Sales & Marketing Strategy
What was an apartment bonus like door to door trash pick up became super quarantine friendly. We reworked amenity messaging to help potential residents see that Copper is not just a great apartment for regular life, but an awesome place to ride out this virus because they have so many perks right on the property.
Results
Generated 131 New Leads
Looking back on our efforts, over the last 12-18 months, we were able to successfully complete a COVID-19 campaign, where we helped the client pivot part of their operations, the way they sold and their entire marketing program, including their website. These efforts, in partnership with the Copper Creek team led to their complex being entirely full and on a waitlist → This is the ultimate goal in real-estate.
Stats from early in the pandemic
Generated 131 New Leads over the first three months of the pandemic.
Emails generated a 4.26% concersion rate during this time as well.
Website visitors continued to grow, with a 27% increase in traffic during this time
Great Reviews Come From Great Results
“Hey Now! Media came in, listened well, guided our conversations, and produced a clear strategy that will help us move forward as a company. We’re confident that our new brand, product, and marketing strategy will help us generate new business and better client service.”