Urbane Apartments Case Study - AIM 2009
37
Mike Whaling, 30 Lines April 30, 2009 Backchannel Twitter: #aimsm
Transcript of Urbane Apartments Case Study - AIM 2009
Mike Whaling, 30 Lines
April 30, 2009
Backchannel
Twitter: #aimsm
Download the slides:
SlideShare.net/30lines
Urbane Goals
Reduce spending on paid listings
Build sense of community and exclusivity
Sell a lifestyle and experience
Social media is people
having conversations online.
The conversations are
already happening...
…So start by listening.
Ears to the Ground
No one cares about
the apartment.
Take advantage
of the tools.
Online Classifieds
More Tools
See video on the next slide.
============>
Give ’em something
to talk about.
Be Remarkable
Be Remarkable
Deliver an Experience
Fish where
the fish are.
MySpace
Facebook Page
Facebook Profile
Give Residents Their Own Space
Become a
community hub.
Community Blog
Extend the Reach
Fail fast.
Try again.
Make It As Easy As Possible
Ask for the review.
Put It in Their Face
Own Your Name
Promote Transparency
How does it all
get managed?
Resources Required
2.5 employees spend 1-3 hours per day
6-8 compensated resident bloggers
Total Costs for All Tools:
$973
$2.86 per unit
for the year
Urbane Results
Website traffic up 65%
Blog traffic up 4,300% (Grows 35% monthly)
Participation in Urbane Lobby up 400%
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
One More Benefit…
Mike Whaling
@30lines
