Revitalizing Palmer on Washington Through Strategic Collateral and Digital Marketing
In early 2024, the property known as Addison at River Ridge in Augusta, Georgia, was experiencing suboptimal performance, with occupancy rates at a concerning 61% in January. Recognizing the need for a comprehensive transformation, the ownership group, in collaboration with Asset Living, engaged Poetic to revitalize the property's image and improve its market standing.
Challenges
The property faced several significant challenges:
- Outdated Branding: The existing brand identity failed to resonate with the target demographic, diminishing the property's appeal.
- Low Occupancy Rates: At 61% occupancy, the property was underperforming in a competitive market, necessitating immediate intervention to attract and retain residents.
Solutions Implemented
Poetic implemented a multi-faceted strategy to address these challenges:
- Comprehensive Marketing Collateral:
In August 2024, Poetic collaborated with the ownership group and Asset Living to design and install exterior signage, and create a host of updated marketing collateral, all aimed at establishing a modern and appealing market presence. - Development of a High-Converting Website:
Poetic designed and launched a user-centric website that effectively showcased the property's features, amenities, and prime location. The website was seamlessly integrated with the Yardi Property Management System (PMS), streamlining the leasing process and enhancing user experience. - Aggressive Digital Marketing Campaign:
Beginning in October 2024, Poetic's digital marketing team executed a robust strategy that included:- Google Search Advertising: Targeted campaigns to capture high-intent prospects searching for housing in the Augusta area.
- Remarketing Efforts: Engaging previous website visitors with tailored ads to encourage conversion.
- Social Media Advertising: Leveraging platforms like Facebook and Instagram to reach a broader audience and build brand awareness.
Results
The strategic initiatives led to remarkable outcomes:
- Significant Increase in Occupancy: By February 2025, occupancy rates had risen to 81%, a substantial 20% increase from January 2024, indicating successful market repositioning and demand generation.
Enhanced Digital Engagement: Over a three-month period, the new website, coupled with Google-attributable traffic, emerged as the leading source of approved leases, demonstrating the effectiveness of the digital marketing efforts.
Conclusion
Through a cohesive approach integrating rebranding, website development, and targeted digital marketing, Poetic successfully transformed Palmer on Washington's market performance. This case underscores the impact of strategic branding and digital initiatives in revitalizing underperforming properties and achieving substantial occupancy growth.
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