Case Study - Real Estate

Web Development & Video Production

Toll

How We Became Toll Apartment Group’s Best Leasing Agents

The Landlords

The Toll Apartment Group is owned by Robert and Bruce Toll, founders of Toll Brothers Inc. (NYSE). The highly respected Toll brothers have owned the Philadelphia-area town homes, garden style apartments, and condominiums for over 45 years.

The Appraisal

Since its customers are on the move, Toll turned to us to update a website that was in need of eviction and optimize it for a young professional audience and the smaller screen of the mobile phone. It also wanted to reach new potential renters for certain properties where occupancy rates were flailing.

The Amenities

We created adaptive design websites for seven Philadelphia-area Toll properties. Each was optimized for all devices and included a video, created entirely in-house, that featured the major selling points of the property and the surrounding area. We also incorporated our exclusive TextAnytime (SM) feature that enabled potential renters to ask questions to our own chat representatives 24 hours a day.

In order to attract new potential renters to the Berkley Trace, Charleston Greene, and Dreshertowne properties, we created a mobile advertising campaign using Facebook along with other mobile ad networks. We analyzed the demographics of typical renters for each property and geo-targeted a look-alike audience.

Finally, you can’t erase negative reviews online, but you can make sure that both sides of the story are told. Through our reputation monitoring, we brought those negative posts to the property managers, received their responses, and worked to remedy any outstanding problems. Moreover, through direct contact through text message marketing, and a more visible location on the new website, we encouraged existing renters to post positive reviews for our properties, thus diminishing the impact of the negative ones.

LOFT

The re-vamped marketing campaign created a 57% lift in page views. Additionally, consumers liked the new websites so much that the average time spent on the site increased from 1:25 to 7:14. Most importantly, the campaign produced a 100% occupancy rate less than two months after the new website launched and paid mobile advertising began.