Challenge: The multifamily market in Northern Virginia is both highly competitive and lucrative. HHHunt Apartment Living had entered the market and experienced success with its first new community in the region. Abberly Avera would become one of its most ambitious projects and represented a total investment of over $60 million. Reaching potential residents during construction and lease up would be critical to the community’s viability.
Solution: Gray Ryan Communications developed a comprehensive social media and PR campaign to support the on-site team’s efforts to lease up Abberly Avera. In order to reinforce other marketing strategies underway, this campaign launched new Facebook, Instagram, and Google My Business profiles. Targeted social media advertising and media relations outreach further heightened awareness about the new apartment community.
Bottom Line: The results were virtually immediate. Consistent and compelling content that highlighted the community’s lifestyle – including modern and spacious apartments, great location, unparalleled customer service, and resort-style amenities – resulted in significant engagement and reach on social media, helping to drive leasing traffic. Media relations efforts secured multiple high-profile stories in local media outlets. Abberly Avera was one of the strongest lease-up communities in HHHunt Apartment Living’s history and reached its lease-up goal more than two months ahead of schedule. The community continues to achieve over 95% occupancy.