How to Lease up 70% of your Rentals in Just 2 Months via Social Media Marketing

Overview

BNE Real Estate Group is a national, family-owned organization with over 60 years of experience in the development, investment, ownership and management of high-quality and vastly diversified real estate assets. Today’s Business works with BNE to assist new property lease-ups through social media marketing. In February of 2021, the client was looking to launch Dey & Bergen–a colorful, mid-century modern luxury apartment community–that stood directly next to a competing apartment that just opened.

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The Challenge

Today’s Business has assisted with apartment lease ups for BNE Real Estate before. However, having a competing apartment directly next to Dey & Bergen that was already open for leasing, while Dey & Bergen was just finishing up construction, posed a unique challenge. We needed to create a strategy that would develop hype around the community’s brand-new studio, 1 and 2 bedroom residences and encourage potential residents to wait for Dey & Bergen to open before making a decision.

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The Strategy

Given the objectives of BNE Real Estate, Today’s Business implemented the following strategy:

Preparation

Set up and prepared social media accounts on Facebook and Instagram.

Updated platforms w/profile imagery and contact information with designated tracking numbers.

Created a Facebook ad account to boost posts from.

Execution

Prior to the Grand Opening we:

  • Posted “coming soon” creatives and boosted these prior to grand opening. We put a lot of focus on the unique amenities in the apartment community, like the speakeasy lounge with a vintage 1960 Austin Healey Bugeye Sprite!
  • Chose imagery that created a lifestyle element to the community that would aid in the (already impressive) interior design and amenities appeal to younger professionals.
  • Responded to inquiries and encouraged the audience to join the waitlist.
  • Boosted posts for $1,200/month with the following targeting. 
  • Due to Facebook’s Special Ad Category, anything in the “Housing” category has restrictions in who you can target to prevent discriminatory practices. Therefore, age, gender, interest targeting, etc. remained broad.
  • Grew the following and developed engagement by engaging with users in the Harrison area and in competitor communities.

After the Grand Opening we:

  • Created a “Now Leasing” post, as well as graphics that showcased the grand opening special! We additionally updated all profile imagery and messaging to include updated images and messaging that the community was open for leasing.
  • Created floor plan carousels and videos with pricing expectations to give our audiences more details about the apartments. As we received virtual tours we posted and promoted those too.
  • Adjusted our messaging to encourage our audiences to visit our website to learn more, take advantage of the grand opening special, or call our leasing team to schedule a tour!
  • Had our creative team developed dedicated Instagram highlights for the @deyandbergen profile, showcasing the impressive amenities and apartment options.
  • Reshared tagged resident reels and photos to showcase an authentic side of our community.
  • Reshared content and created custom graphics to promote local business.
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The Results

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“Just two months after the community opened its doors to a collection of 242 residences and more than 45,000 square feet of indoor and outdoor amenities along the waterfront, Dey & Bergen has already surpassed 70% leased.” –NJBIZ

After just 6 months of promoting Dey & Bergen, the apartment became “stabilized” and we reduced our grand opening promotions.

Takeaways from the Team:

“Dey & Bergen was and continues to be an unforgettable apartment community! The unique design of the resident areas, impressive amenities, and residence features were a great foundation to work with. This, combined with our team’s custom creatives, engagement strategy and boosting budget, created huge engagement and interest from the start!”

Kristen Jajko

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