Office to Residential Conversion Symposium
view videoApartments.com tapped Streetsense as the social media agency of record to connect the brand with current and prospective advertisers online, reaffirming their leadership in the multifamily space and positioning them above competitors.
Approach/
After a series of segmented campaigns reaching siloed audiences, Apartments.com engaged Streetsense to generate awareness and engagement for the brand holistically across all their target audiences. We executed a multi-faceted cross-platform content strategy focused on thought leadership, sales campaign messaging, and overall brand advocacy to connect with both national multifamily property management companies as well as independent landlords and owners.
Robust Online Presence/
Leveraging blogs, contests and the Brad Bellflower spokesperson persona, we were able to create an online brand presence that was steeped in industry authority while also maintaining the approachable tone of voice the brand is celebrated for. Complementing our content strategy was an informed social media advertising strategy, inclusive of promoted posts, follower campaigns, and website traffic campaigns.
In addition to social media content, third-party sponsored content placements helped disseminate long-form content and audio commercials to larger audiences—particularly amongst independent owners—to support the broader goal that Apartments.com is also the premiere rental listing site for townhomes, condos, duplexes, and houses.
Throughout our partnership with Apartments.com, we supported their sales team with social media client appreciation tactics and also ideated and executed a social media contest in tandem with National Onsite Apartment Teams Day, spearheaded by the National Apartment Association (NAA).
Property Team Props/
To celebrate National Onsite Apartment Teams Day, an initiative founded in 2020 by NAA and Apartments.com to recognize the essential onsite multifamily staff who supported their communities through the pandemic, we launched Property Team Props, an online sweepstakes where users engaged with our social profiles for the chance to win money towards a party for their onsite team. We received over 3,600 entries over the course of the week and generated a 153% increase in clicks MoM.
Engage with Erica/
We created a monthly video series featuring Erica Byrum, Assistant VP for Social Media, to help humanize the channels and showcase the in-house talent at Apartments.com. Erica shares different tips and tricks relevant to multifamily marketing, based on real questions asked by other multifamily professionals. The videos continue to generate positive sentiment while bringing a personalized touch to the channel strategy.
