Hines engaged us to oversee the full digital strategy for their first luxury rental apartments in downtown Calgary. One component was to manage the digital advertising campaigns for the leasing department. We ran a comprehensive digital advertising campaign for Park Central over a period of 10 months, from April, 2020 to February, 2021. The goal was to generate leads for the Park Central apartment building in downtown Calgary. The challenge was that these apartments were more luxurious than average, so had a higher price point. We also had to battle the barriers that COVID-19 presented along the way. The upside, however, was that the amenities featured at Park Central are second to none.
Another key challenge we faced was that the official website for the property was out of our control. We were not able to properly track the leads that the site generated, and there were some serious issues that were preventing prospective tenants from reaching out.
In order to attract prospective tenants who were willing to pay more to get more, we needed to effectively communicate the amenities of Park Central. This would best be done through highly visual ads using multiple images and video, and sending people to a highly targeted landing page.
In order to reach the proper audiences, we ran ads on the following channels:
- Google search
- Google display
- Google Gmail
- Google discovery
- Google video (i.e. YouTube)
- Facebook & Instagram lead gen, image, carousel and video ads
Using Park Central’s Hubspot account, we created several landing pages. This allowed us to tightly control the messaging, and walk prospects through a simple funnel to encourage them to reach out to book a private tour.
- People needed to feel that they could book a safe tour, privately, and limit their exposure to COVID-19.
- We were able to communicate the price points for the apartments to avoid any surprises.
- We could extol the virtues of the building’s amenities through the amazing creative that we captured on site. This building really does have it all!
- We were able to present messaging that spoke directly to the emotions of what it felt like to live and work in the area.
- We could focus on the rooftop pool. That’s right. Rooftop pool. Even though this is Calgary and you can only use it for half the year at best, it’s still an incredibly unique feature that people just love!
During our campaign, we spent just over $77,000. Our ads were shown to over 420,000 Calgarians, and over 105,000 of them visited our website. In a city of 1.5 million, that’s pretty close to everyone who would likely become a tenant at Park Central.
The ad campaigns generated 16.5 million impressions, and over 181,000 clicks to our website and landing pages. We also had our videos watched to completion more than 17,300 times. Our average cost per click across all ad channels was an obscenely low $0.43.
More importantly, we generated more than 1,600 direct leads for Park Central, and helped them dramatically increase their occupancy during a global pandemic.
Being one of the more expensive offerings in your industry without good brand recognition is not an insurmountable task. A combination of highly targeted ad channels with professionally produced creative can get you over the finish line. Sure, you may need to get creative to overcome issues like a poor website or a global pandemic, but some smart strategic thinking can help you win the day.
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