Boosting Apartment Tours through Targeted Email Campaigns
Background
Rya Apartments aimed to attract new tenants by promoting their limited-time offer of up to one month of free rent. The goal was to increase the number of apartment tours and ultimately, new leases.
Objective
The primary objective was to increase apartment tour bookings through a targeted email marketing campaign, enhanced with consumer foot traffic data (CFTD).
Strategy
- Promotional Offers: Highlighted the special offer of up to one month free rent to create urgency.
- Engaging Content: Included high-quality images of the apartments and amenities to attract potential renters.
- Targeted Audience: Sent emails to individuals within the geographic area who were likely to be interested in renting an apartment.
- Clear Call to Action (CTA): Encouraged recipients to book a tour through easily accessible links in the email.
- Display Advertising: Leveraged CFTD to deploy targeted display ads, reinforcing the email messaging and reaching potential tenants more effectively.
Results
- Increased Tour Bookings: The targeted email campaign, supported by CFTD-based display ads, led to a 60% increase in apartment tour bookings.
- Higher Engagement: The promotional content and clear CTAs resulted in a 50% increase in email open rates and a 45% increase in click-through rates.
- Boosted Lease Signings: The campaign saw a 35% rise in new leases signed during the promotion period.
- Enhanced Brand Awareness: The integrated email and display ad strategy significantly increased awareness of Rya Apartments, with a 40% increase in website visits.
Conclusion
The targeted email campaign, enhanced with CFTD-based display advertising, effectively drove apartment tour bookings and new leases for Rya Apartments. This case study demonstrates the impact of integrated marketing strategies in achieving real estate marketing goals.