Tag: apartment PR

What Does a PR Agency Do? The Lincoln Apartments

Cherith AndesAwards, Blog, Case Studies, , , ,

In 2015, The Lincoln Apartments broke ground in downtown Raleigh, set to be the newest apartment complex in the Oakwood neighborhood. At the time, downtown Raleigh apartment complexes were at an all-time high, and The Lincoln faced the challenge of breaking into a product-saturated market.

In response, The Lincoln team retained Clairemont Communications to capture the public’s attention and craft a strong debut for the versatile downtown living option. Clairemont Communications captured the community’s attention and generated media buzz for the The Lincoln’s official ribbon cutting ceremony by partnering with Cause for Paws of NC and showcasing the pet-welcoming aspect of the complex.

The Pitch
To attract pet lovers and community members to the ribbon cutting, Clairemont planned the event to feature a dog ambassador “cutting” the ribbon. Creative and individualized pitches were used to pique the interest of targeted media and secure on-site coverage. TV stations were invited to participate in “Tag You’re It!” – a social media photo relay – as part of the official ribbon cutting. This photo relay doubled as a fundraiser for Cause for Paws of NC.

Execution
The event began with the president of the Downtown Raleigh Alliance, city council members and other prominent Raleigh officials welcoming The Lincoln Apartments to the community. After the dignitaries’ remarks, Molly, our canine ambassador from Cause for Paws, “cut” the ribbon by chewing through a treat in the middle of the ribbon. As a part of the “Tag You’re It” social media relay, The Lincoln Apartments donated $5 to Cause for Paws of NC for each participant who shared their photo of the event with the tags #TheLincolnRaleigh and #CauseforPawsNC.

Results
– Clairemont met the goal of securing a major television station on-site for the event, which resulted in coverage on air and online.
– The event also helped secure four additional media placements, including two print stories, four blog posts and three TV segments.
– “Tag, You’re It!” generated more than 70 social media posts.

The Lincoln Apartments’ successful ribbon cutting played a vital role in introducing the complex to the community. Additionally, The Lincoln Apartments donated $1,500 to its charity partner Cause for Paws of NC.

The work Clairemont Communications conducted in partnership with The Lincoln Apartments earned a Gold Excellence Award in Total Campaign by Raleigh Public Relations Society as well as the Best in Category for Creative Tactics from the North Carolina Public Relations Society of America. We are proud that this is one of the 129 awards we’ve received since starting Clairemont in 2010. To read more about the work we do with clients, please visit the case study section of our blog. 

Read More

Marketing Real Estate to Millennials

Cherith AndesBlog, Marketing, Public Relations, Real Estate PR, , , , , , , 1 Comment on Marketing Real Estate to Millennials

The trends of the lease-up landscape have shifted to “empty-nesters”—and not just baby boomers looking to downsize. Millennials, those born between 1980 and 2000, have staked a claim in the market demand for apartments. In response, lease-up offerings have shifted over the past 10 years to accommodate the preferences of these diverse “digital natives.”

Courtesy of Lincoln Apartments
Courtesy of Lincoln Apartments

1. It’s the finer things of life. According to Brian Toomey, director of acquisitions, Banner Property Management, members of the millennial generation grew up amidst the custom finishes, top shelf materials and private luxury bathrooms of their parents’ suburban homes. And although they still crave these high-end touches, millennials can’t afford the high-end price tags, turning instead to apartment rentals. Hence, lease-up developers must design units that feature quality finishes and incorporate leading design trends. Farewell, linoleum.

2. It’s all about the lifestyle, too. Millennials love life and love to live life. They loathe to waste time commuting to a job or—worse—tending to yard work, moments that could otherwise be invested in experiences and relationships. In response, the demand has skyrocketed for apartments located within a short drive, bus ride or bike ride to major employment hubs. Forty-five minute commutes are a relic. Farewell, drive time.

3. And it’s all about commitment—or the lack thereof. Millennials experienced firsthand the real estate market upheavals that wreaked havoc on their parents’ financial standings. As young professionals, members of this generation are more apt to rent their first living spaces right out of college than to scrap and save for a home. Farewell, mortgages.

What does this mean for marketing and PR in the real estate industry?

1. Feature the features. It’s a given that marketing communication strategies for apartments should highlight the amenities. More attention, however, should be invested in showcasing the distinctive design elements of a unit. Craft creative tactics to spotlight custom finishes and quality lifestyle offerings that welcome the millennial buyer as a VIP guest in an upscale apartment.

@FirstLadyLincoln
@FirstLadyLincoln

2. Go the distance to show the distance. Create clever ways to emphasize the accessible commute to nearby employment and lifestyle options. The Lincoln Apartments, one of Raleigh’s newest upscale complexes (and a Clairemont client), is grand opening its luxury development this fall in the heart of downtown Raleigh. Through a creative Instagram account dubbed “The First Lady of Lincoln,” Lincoln and Clairemont staff are showcasing the “Lincoln Lifestyle.” These first-hand snapshots capture downtown Raleigh’s trendy restaurants, festivals, entertainment venues and cultural hotspots–all a short walk or bike ride from the Lincoln’s front door.

(PS: Give it a gander! Check out the “Lincoln Lifestyle” and downtown Raleigh on Instagram at @FirstLadyLincoln!)

3. Live life with them. This tip is beget from years of research + experience + aw, heck, I’m a millennial (sort of). Millennials shudder at overt marketing messages. Since we’re busy digging through paperwork to ensure we haven’t been hoodwinked by legalese, transparency becomes a legitimate PR strategy. Be genuine. Showcase the warm, accessible side of your company—from the quirks of your personable staff to the fun at your company’s parties. Transparency goes a long way to forge trust with the millennial generation as it chooses its first home after graduation.

What tips would you add to this list?

 

 

Read More

What Does Your Neighborhood Say About You?

Tracy LathanBlog, In Our Community, Real Estate PR, , , , ,

One of the many benefits of living in the Triangle is the multitude of options when it comes to neighborhoods and places to live. Whether you are seeking the right community for your growing family, single and looking for your first place or find yourself with an empty nest looking to downsize, there is a place for everyone. We also know there are a lot of factors that come into play when making a home-buying decision, including location, price, amenities, etc. But how important is the “personality” of the neighborhood and the type of buyer it attracts?

A recent article in the Triangle Business Journal called my attention to a blog post on Movoto titled Where to Live in Raleigh For Every Personality Type. After first reading this, I agreed it could be considered stereotypical, but I believe that there are some important takeaways.

As a long-time Five Points resident, I agree that my beloved neighborhood definitely has a “people-person personality.” Although you get much less house for your money than you would farther out, the eclectic feel, urban convenience and sense of community have kept me here for nearly 15 years.

The article also references the “trendy souls” and the “party animals” that are looking for options in downtown Raleigh. There is no doubt downtown Raleigh residential real estate is booming. One of our clients, The Lincoln Apartments, is preparing for its grand opening in just a few short weeks and, not surprisingly, the target demographic is hip, young professionals in their 20s and 30s who want to be able to walk to work, shops and restaurants.

It makes sense that people want to live in a community with others who are at a similar place in life and who share like interests. They want to be able to connect with and relate to their neighbors. And while we certainly don’t want to stereotype these communities, it can be helpful for those who are new to the area as they figure out the best fit.

Check out the Movoto article referenced above. Do you agree with these descriptions? Did they get the neighborhood’s personality type right?

Read More