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Oct 25
2009
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What constitutes a great Resident Event? At Urbane Apartments we have had our share of Resident Events we felt were successful, and not so much.However, our most recent Draw on the Walls Sharpie Party was over the top, and exceeded all of our expectations.
With over (150) in attendance, it was a great time, and we learned a lot here at the Urbane Lab about our Larger Community.
We have started paying a lot of attention too, and have recently blogged about the fact the The Direction of Marketing has Changed You should too be paying attention to these new Apartment Marketing Metrics.
The New Apartments Marketing Metrics
So what does Apartment Marketing Metrics have to do with Resident Events, well, here at the Urbane Way Lab, we think a heck of a lot. To frame the numbers, Urbane Apartments has (300) units at fifteen scattered communities all within a fairly close proximity. Not different than the typical, average (300) unit apartment community.
How many Resident Events have you had with a 50% ratio to resident turnout? I am guessing not many, at least we have never soared that high.
Focus on the Larger Community
You see, we went about this event much differently. Our main channel of communication was our Urbane facebook page, and the Larger Community that Urbane has created there. To reference our theory of using different Apartment Marketing Metrics, we have nearly (1,200) facebook friends, which for (300) apartment units is a metric ratio of Four to One, and we have over (15,000) monthly web site visitors, which for (300) apartment units is a metric ratio of Fifty to One. We also had the event posted on our Resident Social Site, The Urbane Lobby, which has (200) members, and a metric ration of less that a One to One.
The point is, we invited a wider berth of of both Resident and Non Residents to this event. We certainly focused on first on our Urbane Residents, but also on our Larger Community. It sure seems to us here at the Urbane Lab that dividends of doing that are exponential.
The pictures alone that have been tagged and exchanged on facebook from this party is fascinating, and oh, did I mention that Sharpie Pens PR called us on Friday, the day after the party to conduct an interview and feature story on their web site, Pretty Cool!
If you want to get noticed, and Rent More Apartments Do Something Remarkable! give folks something to talk about.
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All businesses when running their regular PNL take a look at cost percentages. Example: Utilities % Employees % Marketing% Insurance% etc. We analyze the cost of doing business and the percentage each item represents.
We keep a close eye to see whether those percentages go up or down and the reasons behind it. What kind or percentage do you see yourself spending on marketing and how does that compare with what you have seen other PM companies put out?
Thanks