Strategy and roadmap
Four pillars, fourteen formats, a 90-day plan.
Real estate · Social strategy
Leasing a new building by filming the block, not the lobby
A neighborhood-first strategy gave a 140-unit West Loop building a voice that sounded like a neighbor, and filled tours without discounting rent.
318tour requests from socialsample figure
94%leased at month eightsample figure
5.4%engagement rate by reachsample figure
14formats the leasing team now runssample figure
The brief
Where it started.
Wren Row opened into a crowded leasing market with a feed of renderings and amenity lists. Every competing building had the same roof deck photo.
The developer wanted qualified tours, not followers, and needed a plan the on-site leasing team could keep running after launch.
The idea
“Move in to the neighborhood. The apartment is a bonus.”
People choose a block before they choose a floor plan. Our strategy made Wren Row the best guide to its six surrounding streets: the bakery line at 8 am, the quiet route to the train, the dog park regulars.
The building appeared in a third of posts, always from a resident's point of view. The leasing team got a format bank they could shoot on a phone.
What we made
The work, by the numbers.
Neighborhood videos
Walks, routes and shop owners within six blocks.
Resident stories
Short portraits filmed at home with permission.
Team workshops
Phone filming and caption writing for leasing staff.
Results
What changed, in two charts.
Hover or focus a point for exact values, or switch any chart to its table.
58
a month, against a target of 25
- Tour requests
- Leasing target
| Period | Tour requests | Leasing target |
|---|---|---|
| M1 | 9 | 25 |
| M2 | 17 | 25 |
| M3 | 28 | 25 |
| M4 | 41 | 25 |
| M5 | 52 | 25 |
| M6 | 58 | 25 |
| M7 | 55 | 25 |
| M8 | 58 | 25 |
94%
leased by month eight
| Period | Occupancy at month end |
|---|---|
| M1 | 12% |
| M2 | 24% |
| M3 | 37% |
| M4 | 52% |
| M5 | 66% |
| M6 | 78% |
| M7 | 87% |
| M8 | 94% |
Sample figures for a fictional client. They illustrate how we report, and are not real results or a promise of performance.
Timeline
How 8 months played out.
- Month 1Research, interviews and strategy
- Month 2Format bank, first shoot, team workshop
- Months 3 to 6Weekly neighborhood series and resident stories
- Months 7 to 8Handover to the on-site team
Prospects arrive at tours quoting our videos about the bakery. That has never happened with a floor plan.
Have a brief like this?
Send a short brief. A producer replies within one business day with times for a 45-minute creative call.