Case Study – Pickwick Plaza
Overview: Thirdrail partners with real estate development teams to deliver traffic, leases and/or buyers to commercial and residential projects worldwide. Success is achieved by providing industry leading branding, marketing tools, customized digital advertising campaigns, and detailed reporting through our Thirdrail TRACKS> Key Performance Indicating (KPI) Dashboards.
Highlight: Thirdrail engaged at project concept to develop a brand, marketing program, and lease-up strategy that included annual digital advertising campaigns. Through comprehensive management we were able to design, deploy, and track the success of a 100% lease-up less than 12 months from opening.
“Thirdrail has their fingerprint on everything you see on our project. From assisting us years prior on project proposals, to branding the project and delivering a multitude of marketing campaigns through our entire lease up process. We can’t be appreciative enough for the incredible work they deliver on a consistent basis.”
Tom Smith (Gold Crown Properties, Inc.)
Results: The successful branding of this historic building truly resonated after a continued echo was heard coining the project as spectacular. Over a two year period we had marketed this blighted 1930 hotel and bus terminal into 260 market-rate apartments that we tagged as vintage inspired living spaces with a modern vibe.
The majority of the living spaces were Flex-Size studio apartments. Given the smaller unit size and demographic studies, we made it our goal to embrace a hotel-style experience. We ensured every facet of the marketing strategy and point of purchase cycle was treated as if it were a hotel or spa. The center of this experience was the robust website. The booking station. A focus on concierge- style service offerings and abundant amenities. We implemented online leasing, which allowed the resident to click-through the entire leasing process online without ever speaking to a live person similar to booking a hotel. The usage of 3D renderings, 360º interactive aerial photography, and an offsite satellite leasing gallery facilitated this process and proved effective for a rapid pre-lease conversion prior to construction.
Our constant communication with the construction, architectural, and multiple vendor teams assisted in meeting construction and marketing deadlines. The daily interaction with the project team led to a seamless project success. Our TRACKS> KPI Dashboard was ever-present to the client. This reporting allowed for quick maneuvering of our advertising spend. Our team was able to instantly gauge where every lead & lease was coming from as well as the effectiveness of each campaign from Google AdWords, Facebook Boost, Email Broadcast, Tweet, YouTube Video, and Internet Listing Service. Encompassing all of the SEO, SEM and SMM services we offered.
Our consultation services also included city affairs, event management, and public relations. All services benefited with equal knowledge base and integrated team from project start.
Summation: We provided the energy for success.
