EXPECT MORE CAMPAIGN
Hyde Park Property Management, going into its third year in the neighborhood, was in need of a refreshing, eye-catching campaign that would excite the audience and express the company's overarching brand distinction: You get more.
How did we get here? Hyde Park Property Management was the new management company in the Hyde Park neighborhood of Chicago. Before we entered the market, there were really only 2 other companies that offered market housing. As a new name in the area, we wanted renters to see that we brought something different to the neighborhood.
Through social listening, internal surveys, and focus groups, we determined that Hyde Parkers wanted to feel a connection with their property management team. They felt other companies just saw them as dollar signs and didn’t care about them as residents or take their feedback seriously.
From this information, it was evident that our USP was that we could provide renters with the ability to make their living experience about them as people. With Hyde Park Property Management, you’re getting transparency into where your rent dollars are going each month. You can choose to add on customizations like a furniture package. This also means you aren’t stuck paying for a parking spot when you don’t have a car, like what other properties require. Our internal training and onboarding focused highly on customer service, resident satisfaction, and how to communicate respectfully and transparently.
This campaign was such a massive success. We saw leads jump through the roof, and we increased our occupancy by almost 30% in 9 months. Additionally, we came in nearly $5,000 under budget while bringing in an additional $1 million in revenue.
This was submitted by the company for a CAMME Awards with Chicago Apartment Association and won the 2018 Comprehensive Marketing Program, Corporate. You can find the report here:
