Urbane Apartments Case Study - AIM 2009
Transcript of Urbane Apartments Case Study - AIM 2009
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Mike Whaling, 30 Lines
April 30, 2009
Backchannel
Twitter: #aimsm
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Download the slides:
SlideShare.net/30lines
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Urbane Goals
Reduce spending on paid listings
Build sense of community and exclusivity
Sell a lifestyle and experience
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Social media is people
having conversations online.
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The conversations are
already happening...
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…So start by listening.
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Ears to the Ground
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No one cares about
the apartment.
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Take advantage
of the tools.
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Online Classifieds
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More Tools
See video on the next slide.
============>
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Give ’em something
to talk about.
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Be Remarkable
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Be Remarkable
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Deliver an Experience
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Fish where
the fish are.
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MySpace
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Facebook Page
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Facebook Profile
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Give Residents Their Own Space
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Become a
community hub.
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Community Blog
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Extend the Reach
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Fail fast.
Try again.
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Make It As Easy As Possible
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Ask for the review.
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Put It in Their Face
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Own Your Name
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Promote Transparency
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How does it all
get managed?
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Resources Required
2.5 employees spend 1-3 hours per day
6-8 compensated resident bloggers
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Total Costs for All Tools:
$973
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$2.86 per unit
for the year
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Urbane Results
Website traffic up 65%
Blog traffic up 4,300% (Grows 35% monthly)
Participation in Urbane Lobby up 400%
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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
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One More Benefit…
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Mike Whaling
@30lines