Greystar is an international property management company with over 1,200 apartment communities in the multi-family real estate sector. They approached The Social Route to drive traffic and increase tenant applications for their apartment development clients. In the spring of 2017, we launched a strategy for one of the lease-up properties, EVIVA On Cherokee. We developed a highly targeted, data-driven social media ad campaign to identify and track the most effective methods to accomplish their goals.
Increase in Completed Applications
Increase in Conversion Rate
Here’s where we started: We knew that in order for the campaign to succeed, we needed to learn about the market for a luxury community like EVIVA. We grouped the property’s core values by feature, making predictive assumptions about the core messaging and audience demographics with assets we created and branding they provided. To begin our initial test we developed an iterative ad framework that would test the categorized content of our campaign through various broad and targeted audiences.
Iterative Structure: Initial Test:
Initial Creative Example
Highest Converting Audience
Highest Converting Social Network
Highest Converting Creative
Highest Converting Copy
We began a creative analysis of the initial data, searching for pervasive themes in the best performing iterations that revealed the most relevance per user. We discovered that an apartment search averages 30 days and a lease application is typically submitted on the 3rd visit to a site. To address these common practices, we responded to session duration times on the site within particular time periods, uncovering patterns and structures between the highest converting audience, creative and copy that was generating site traffic. We made new assumptions about which of the property’s values were resonating with the EVIVA community.
Here’s how we responded: We rebuilt the campaign strategy and refined targeted audiences, incorporating both ranges of income and changes in occupation. Evolving the most successful creative and copy from the initial test, expanding upon the connection between audiences and Amenities, we created an evolved iterative structure to gather new insights and efficiently increase applications. We worked not to find answers, but to ask more questions — and increase results.
Iterative Structure: Evolved
Initial Creative Example
Conversion Rate Before
Conversion Rate After