Beacon Station
Lease Lightnin', Go Lease Lightnin'
Last October, we revealed the branding work for Augusta's newest luxury apartment community, Beacon Station. Since then, we've been gearing up for the launch of digital and traditional marketing methods to support our client during "lease up".
Behold, a beautiful and functional website that allows future tenants to browse floor plans and even select the exact unit they'd like to lease. That's pretty useful to leasing agents. What's even better is the community has an entire building (of several) pre-leased prior to construction finishing up (which will be in August).
Interactive Floorplans
An illustrated map of the Beacon Station community allows users to search visually for available units within the property. Fully integrated with the RealPage property management system, this map introduces an easy way to showcase units in a clean and mobile responsive interface.
Select Your Move-In Date
Potential residents can search apartment availability by price, square footage, number of bedrooms/baths or move-in date. Once they have found the perfect apartment, the application process can be completed directly on the website.
“The design of the Beacon Station site communicates forward motion. Similarly, the user experience was coded with meaningful user interaction to move the user from the top of the site all the way to the application 'station' (button) - the small details are the ticket.”
Josh Gay / Developer
Get Out There
In April our team kicked off a digital campaign to support the launch of the Beacon Station brand that includes a mix of social media, video and display advertising. The primary goal of this campaign is to elevate awareness of, and interest in, Beacon Station as the go-to urban living community for the go-getting student and young professional in the Augusta market. Once exposed to awareness messaging, prospective residents are encouraged to pre-lease their new space. Creative assets have been designed and flighted to efficiently deliver key messaging at multiple phases of the customer journey, effectively driving traffic to the website and supporting complementary property management tactics (like ILS/PPC initiatives). The ultimate goal of these combined efforts, of course, is to deliver qualified leads.
“The digital campaign is our opportunity to share what Beacon Station is all about with the wider community. It's the top traffic driver to the website which makes sense. You've got to get in front of your audience. You can't just wait and hope for them to find you.”
Katie King / Director, Integrated Marketing & Media
Video Just Works
It’s no surprise that our top performing ad creative to date is the Beacon Station video. Video is a highly engaging format and facilitates sharing a lot of information about a brand quickly with the audience.
Next Steps
Once we’ve primed the audience with awareness messaging, it’s time to get a little closer to action. Pre-leasing messaging reminds prospective residents of what they’ll be missing out on if they don’t make the move.
More Than Clicks
With over 1,646 landing page views driven through social tactics alone, plus thousands of completed video views and a $0.02 average cost per video view on YouTube, we’re seeing encouraging results across initiatives. This is a relatively new campaign, so we'll be keeping a constant eye on performance to identify opportunities to optimize and improve.
“The team at W/S had the difficult challenge of creating a brand and collateral materials that could simultaneously appeal to families, students and young professionals alike. They took the ego out of the process and set to work creating a transcendent mark that does just that.”
Jakob von Trapp / Partner, Columbia Ventures
Live at Beacon Station
Visit the downtown leasing office at 1026 Broad Street for more information.
