Question

Topic: Strategy

Need Marketing Ideas For Apartment Community.

Posted by MktgDirectorNC on 8/25/2009 at 9:56 AM ET 250 Points
I need help coming up with marketing ideas for an apartment community. Below are a few details about the community:

*Located in very upscale neighborhood with high rents
*Have been open for 4 Years
*Has retail and restaurants underneath
*Brand new apartment community opening across the street

Currently they do open houses, and a few resident events, but we need more of a campaign strategy. Or just fun ideas, we've thought of cooking classes in the model, card night in the club room, etc..

Any ideas would be great. And the demographics vary from young professionals to a few seniors. Very high dollar area. Welcome all advice, thanks!!
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RESPONSES

  • Posted by Chris Blackman on 8/25/2009 at 10:05 AM Accepted
    The fun ideas sound good, but in keeping with the upscale/high rent nature of the project, you probably need to keep them classy, maybe by having some well-known celebrities anchoring them...

    Famous local chefs, well-known card players.

    Maybe the value proposition is along the lines of: "Try living here for a day, there's so much to do, you'll want to stay forever".

    Things to do include:
    Try cooking dinner in your new gourmet chef's kitchen
    Pick a book and curl up in front of the fire (reading groups)
    Wine tasting with friends (led by a local vintner)
    Progressive dinner with your new neighbours (sample different starters, mains, desserts on a whistle-stop tour of the building).

    You could even levy a charge for the experience... Just to weed out the serious buyers from the tyre-kickers.

    Hope that helps

    ChrisB

  • Posted by MktgDirectorNC on 8/25/2009 at 10:36 AM Author
    Phil-
    Yes, #1 would be the ultimate goal. #3 would also work as well, if we are offering programs to existing residents, then we can advertise those services to prospective residents as well which will in turn help #1. Hope that helps!

  • Posted by Jay Hamilton-Roth on 8/25/2009 at 12:51 PM Member
    What does your competition have that you don't (and visa versa). Focus your offerings on the differences, not something that they could also do.
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