Over the last several years, our role as a full-service marketing partner has evolved in tandem with the growth of client PMC Property Group.
During that time, the firm — which ranks as one of the largest residential real estate development firms on the East Coast and the overall largest in Philadelphia, Pittsburgh, and Baltimore — nearly doubled its holdings to include almost 100 properties and approximately 15,000 rental units along the East Coast corridor.
What started as a corporate relations website and branding project grew to include a rental portfolio and resident services portal — and then expanded into a virtual CMO role that now includes consultation and execution of a company-wide brand development program. During this time of explosive growth, we have designed and executed a cohesive portfolio-wide suite of distinct but related property identities and collateral crossover print marketing materials that span everything from business cards to property-specific promotional handbills and postcards, as well as internal corporate materials, and on-site environmental signage. In addition, we have coordinated and overseen extensive traditional and digital advertising efforts, including paid search and targeted social media placements across a selection of key properties to boost both inquiry and occupancy rates.
We began a second phase of the main website project by adding lead reporting and queries to the site to allow PMC to remarket to leads by areas of interest, creating a powerful addition to their online sales toolkit. With a goal of reorganizing the online experience, we are rolling all commercial and retail properties into a totally new section using a similar framework. In addition, we’ll add a search interface to the homepage to drive users more immediately to properties that are more relevant and useful to them, and rework the interface on search pages to help visitors more easily navigate and understand the filters and options available.
As an extension of the client’s online retail portfolio, we created a series of custom microsites in a flexible but custom, component-based design framework for flagship properties. These sites, which are optimized for easy viewing on any device, drill down deeper into property details and descriptions with a visually-focused user experience, embedded virtual tour videos, floorplans, area maps, and local points of interest. The goal? To create an immersive user experience that sparks excitement and action for prospective residents.
For example, the microsite for 1900 Arch in Philadelphia was coupled with a white-label branding and marketing campaign that included extensive on-site signage, an aggressive digital advertising effort, and a full suite of marketing collateral. These elements contributed to making the leasing effort a tremendous success, with more than 25% of the units rented within just 60 days, before construction had even been completed.
"I stood on the corner this morning in front of 1900 and Googled ‘1900 Arch.’ The first five entries that show up on my phone relate to 1900 Arch. Number one is the website, two is the Facebook page, three are images...I could not ask for better."
In addition, The Mills microsite, which encompasses a three-property community in Columbia, SC, is infused with a youthful tone geared towards students and recent graduates of the University of South Carolina. This graphic-intensive site helps prospective young tenants delve deeper into the features, amenities, and lifestyle components of the properties — many of which are centered around the robust social scene of campus life including a social calendar of events held on the properties — and provides them with a user-friendly tool for requesting more information or scheduling a property tour.
Each of these microsites is created in a way that allows us to clone and modify the concept to roll out unique but consistently branded sites for other properties to coincide with their addition to the client’s vast and growing portfolio.