“March 2020 forced everyone to change the way they approached their marketing strategy.  For us it wasn’t a question of how we could increase our digital marketing, it was how we could be better digital marketers,” said Alex Abernathy, VP of Lease-up Marketing at Asset. “GRO brought every possible solution to the table, and we worked together to refine a strategy for Aero. GRO stayed ahead of the curve and contributed in a big way to the success of the community in a tough environment.” 

With COVID-19 in full swing, GRO focused the majority of its marketing efforts toward digital platforms, most notably retroactive and addressable geofencing. Aero successfully pre-leased the property to over 95% occupancy. With over 58 properties in the ultra-competitive Gainesville market, five of which were new developments, Aero ended the leasing season with the highest pre-lease rate, and experienced little to no turnover. 

challenges, but constantly communicating and making smart, fast marketing decisions proved to be a winner in an ultra-competitive Gainesville market. I couldn’t be more proud of the team for this accomplishment.” 

The Innovator Award was awarded to the off-campus project that had the most success and best innovation with it’s mobile marketing campaign. GRO and Asset Living (Asset) teamed up to develop and execute lease-up marketing campaigns for Aero on 24th, a student housing community located a mile and a half from the University of Florida. 

About GRO Marketing

GRO Marketing is a full-service marketing agency specializing in digital marketing, creative services, brand development, SEO and social media. The agency’s client roster spans from local to national businesses in 125 US markets with a focus on student housing, healthcare, retail, e-commerce and entertainment industries. To learn more, visit letsgro.io.