A case study summarizing the social media marketing and communication strategy and tactics implemented by Urbane Apartments, an apartment operator in Royal Oak, MI. Originally presented as part of a panel discussion at the Apartment Internet Marketing Conference on April 30, 2009, by Mike Whaling of 30 Lines.

1. Backchannel
Mike Whaling, 30 Lines
Twitter: #aimsm
April 30, 2009

2. Download the slides:
SlideShare.net/30lines

3. Urbane Goals
Reduce spending on paid listings

 Build sense of community and exclusivity
 Sell a lifestyle and experience

4. Social media is people
having conversations online.

5. The conversations are
already happening...

6. …So start by listening.

7. Ears to the Ground

8. No one cares about
the apartment.

9. Take advantage
of the tools.

10. Online Classifieds

11. More Tools
See video on the next slide.
============>

12. Give ’em something
to talk about.

13. Be Remarkable

14. Be Remarkable

15. Deliver an Experience

16. Fish where
the fish are.

17. MySpace

18. Facebook Page

19. Facebook Profile

20. Give Residents Their Own Space

21. Become a
community hub.

22. Community Blog

23. Extend the Reach

24. Fail fast.
Try again.

25. Make It As Easy As Possible

26. Ask for the review.

27. Put It in Their Face

28. Own Your Name

29. Promote Transparency

30. How does it all
get managed?

31. Resources Required
2.5 employees spend 1-3 hours per day

6-8 compensated resident bloggers


32. Total Costs for All Tools:
$973

33. $2.86 per unit
for the year

34. Urbane Results
Website traffic up 65%

 Blog traffic up 4,300% (Grows 35% monthly)
 Participation in Urbane Lobby up 400%

35. Urbane Results
No paid advertising in past eight months

 Nearly 100% increase in lease conversion
 Rents consistently higher per square foot
than local competition
 Brand awareness drives referrals and
resident retention

36. One More Benefit…

37. Mike Whaling
@30lines