The 908 Group sought out GRO to develop and execute lease-up marketing strategies for two of their new properties, The Nine at Tallahassee (FSU) and The Nine at Rio (UT Austin). The goal was simple; lease up both of The Nine properties as fast as possible while keeping acquisition costs at a minimum.
GRO developed a marketing strategy that used multiple media channels to impact and influence students during their journey to choosing a home for the Fall 2019 school year. To generate awareness, Facebook ads, Instagram ads, Snapchat Filters, Google Display ads, Spotify ads and Email blasts were all used to generate top-of-the-funnel awareness. Paid Search Advertising was used to have both Nine properties present when in-market students were searching for living options in their respective areas. Once students clicked on one of the Nine’s digital ads, they were led to a crystal clear, user-friendly website that was set up to easily capture their information. In addition, GRO designed offline marketing materials such as booklets, banners, fence signage, sell sheets, rack cards and promo items to compliment the digital marketing campaigns.
The Nine at Tallahassee and The Nine at Rio leased up 100% faster than any other student housing communities in their markets. The best part about it…both properties only used 50% of their annual marketing budget!