Real Estate|Construction

Integrated Marketing

Situation

Gables Residential is an apartment community real estate company. Due to low interest rates, Gables Residential was losing a significant number of tenants each month, as they became first-time homebuyers. Gables partnered with a mortgage company to create a unique "no money down closing" program when tenants were ready to leave to purchase a home.

Challenge

To create and promote a program that provided added incentives for potential residents to select a Gables apartment community over others that were providing free rent.

c21 Solution

c21 developed messaging and a tagline "Gables Advantage - You're Home Free" to communicate the "no money down closing" program and the recognition tenants were leaving to buy homes. We held community focus groups, discussing the program, showcasing mock collaterals, etc. The results were overwhelmingly positive, and Gables wanted to launch the program in 60 days. c21 secured added perks for program participants, such as local discounts and Atlanta Braves tickets. To launch the program, c21 created print collateral including four-color posters, door hangers and statement stuffers. In addition, we created a program manual for property managers, including a step-by-step telephone script to explain the program to potential tenants; and a Gables Advantage Web site, which included program specifics, home buying tips, a loan pre-qualification form, and a registration form to capture contact information for future marketing efforts.

Results

• All program components were designed, approved, produced and disseminated to five pilot communities before 60 days and within a budget of $10,000.
• The Web site captured more than 100 names for the client's prospect database within the first 24-hours of the site going live.
• Property managers fielded questions and two properties requested supplemental materials to post in common areas.
• One home loan was generated and approved within 30 days of the program's launch.