"Urbane Apartments Case Study" - Mike Whaling (30 Lines) - Apartment Internet Marketing Conference...
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Mike Whaling, 30 Lines April 30, 2009 Backchannel Twitter: #aimsm
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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.
Transcript of "Urbane Apartments Case Study" - Mike Whaling (30 Lines) - Apartment Internet Marketing Conference...
Mike Whaling, 30 LinesApril 30, 2009
Mike Whaling, 30 LinesApril 30, 2009
BackchannelTwitter: #aimsm
BackchannelTwitter: #aimsm
Download the slides:SlideShare.net/30lines
Download the slides:SlideShare.net/30lines
Urbane GoalsUrbane Goals
Reduce spending on paid listings Build sense of community and
exclusivity Sell a lifestyle and experience
Reduce spending on paid listings Build sense of community and
exclusivity Sell a lifestyle and experience
Social media is peoplehaving conversations
online.
Social media is peoplehaving conversations
online.
The conversations are already happening...
The conversations are already happening...
…So start by listening.…So start by listening.
Ears to the GroundEars to the Ground
No one cares aboutthe apartment.
No one cares aboutthe apartment.
Take advantageof the tools.
Take advantageof the tools.
Online ClassifiedsOnline Classifieds
More ToolsMore Tools
Give ’em somethingto talk about.
Give ’em somethingto talk about.
Be RemarkableBe Remarkable
Be RemarkableBe Remarkable
Deliver an ExperienceDeliver an Experience
Fish wherethe fish are.Fish where
the fish are.
MySpaceMySpace
Facebook PageFacebook Page
Facebook ProfileFacebook Profile
Give Residents Their Own SpaceGive Residents Their Own Space
Become acommunity hub.
Become acommunity hub.
Community BlogCommunity Blog
Extend the ReachExtend the Reach
Fail fast.Try again.Fail fast.
Try again.
Make It As Easy As PossibleMake It As Easy As Possible
Ask for the review.Ask for the review.
Put It in Their Face Put It in Their Face
Own Your NameOwn Your Name
Promote TransparencyPromote Transparency
How does it allget managed?How does it allget managed?
Resources RequiredResources Required
2.5 employees spend 1-3 hours per day 2.5 employees spend 1-3 hours per day
6-8 compensated resident bloggers 6-8 compensated resident bloggers
Total Costs for All Tools:
$973Total Costs for All Tools:
$973
$2.86 per unitfor the year
$2.86 per unitfor the year
Urbane ResultsUrbane Results
Website traffic up 65% Blog traffic up 4,300% (Grows 35%
monthly) Participation in Urbane Lobby up 400%
Website traffic up 65% Blog traffic up 4,300% (Grows 35%
monthly) Participation in Urbane Lobby up 400%
Urbane ResultsUrbane 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
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
One More Benefit…One More Benefit…
Mike Whaling@30lines
Mike Whaling@30lines
