Arballo, San Francisco

The Challenge

Originally constructed in the 1950s and 1960s, and part of the largest residential development in San Francisco, originally constructed in the 1950s and 1960s, two dozen townhomes were given major renovations and elevated into a luxury product, relative to the other 3200+ townhomes and apartments available in the neighborhood. Beyond interior and landscape upgrades, the premium monthly rental package included curated concierge services and dedicated amenities, with a cost to match. The core challenges were creating the marketing elements necessary to launch the new rental product, and building demand generation campaigns to attract prospects.

Our Solution

A brand identity was created to separate the renovated rental units from the rest of the development. We built a full suite of new digital marketing platforms for the units, then advertising and promotional campaigns were crafted, plus supporting sales communications.

Marketing Initiatives

* A name was created for the collection of renovated townhomes

* A full brand identity was built with four differentiating brand pillars, plus visual elements including logo, colors, fonts, and more

* A dedicated website was built with elevated content, visuals, and SEO

* Search Engine Marketing was engaged, with emphasis on competitive keywords and phrases

* Profiles were created for rental listing websites

* Responsive digital display and text ads, with retargeting campaigns were crafted and deployed

* Geofenced digital display ads in targeted geographies were launched

* Call center scripts, battlecards, talking points, and sales playbook were created

Results

During the three-day opening weekend, the new property website received more than 500 unique visitors, with 5% converting into prospects. In the first month, the property garnered over 4,000 visitors, with a 6% conversion rate. Over the first six months, the property website averaged 3,600 monthly visitors, with a conversion rate of 6.5%.