Charme Statesboro is a luxury student-housing community of 291 units, ranging from studios to 4-bedroom apartment homes, adjacent to Georgia Southern University. Charme represents the next evolution in student housing. Designed for how students actually live, this community combines high-touch amenities, vibrant interiors, and a bold brand strategy to stand out.
Our goal was to create a go-to-market experience that made Charme the clear choice for off-campus living. We focused on what matters most to students and guarantors: digital presence, visual appeal, and an authentic lifestyle, guiding our playbook approach to drive absorption, generate qualified leads, and build lasting brand value.
Charme introduced a confident, lifestyle-led take on student housing. With high-end finishes, a prime location next to campus, and thoughtful amenities, it offered both style and substance.
But great design wasn’t enough. Charme needed a coordinated marketing strategy that connected brand, leasing, and resident experience, and eventually, an ongoing problem solver. That’s where Authentic stepped in.
Navigating market pressures, construction timelines, and the complexities of student housing seasonality required a flexible and focused approach. Successfully stabilizing would not come from a traditional, templated approach, but rather from ongoing adaptability, persistence, style, and creative problem-solving at every turn.
We started by developing a visually distinct brand to stand apart from other alternative student housing options. Using bold colors and language and lively videography we were able to resonate with a young and invigorated audience through non-traditional marketing channels and on-the-ground strategies.
To meet leasing goals, we activated a complete set of solutions to support both short-term needs and long-term brand equity.
We became an ongoing problem-solving partner across strategy, content, and campaign deployment.
We created all marketing tools in alignment with the energetic brand that leveraged vibrant high contrast colors, juxtaposing traditional and non-traditional artistic elements, and dynamic patterns. In brand copywriting, we ditched stilted corporate language in favor of casual messaging focused on lifestyle and aspirational possibility.
The brand lived boldly through creative signage, unexpected residential collateral, a lively community orientated social media campaign, and lifestyle videography and photography. An advanced and automated email nurture system supported the creative brand strategy throughout the entire leasing process and beyond.
We positioned Charme Statesboro as a "a new chapter in student living" - a brand rooted in the non-conformity and the spark of student life, yet elevated and refined to reflect the asset's luxurious features and finishes.
Our team developed and executed the physical and digital must-have tools required to bring a project like this to market: temporary leasing office wraps and design, fence signage, property signage, leasing collateral, photography, videography, and more to establish the experience of living "a charmed life."
A high-performing Amplify website was launched to convert curiosity into collegiate move-ins. Designed for clarity and conversion, the website translated Charme's outrageously cool style into a seamless digital leasing engine, converting over 1600+ prospects to form-fills.
We implemented email drip workflows to maintain leasing momentum across the entire pre-leasing schedule, in tandem with GSU's academic calendar. These sequences were designed to reflect the aspirational lifestyle of the student community.
Paid advertising and retargeting campaigns drove qualified traffic and lead volume to meet prospects where they're at. Paid efforts were tightly recalibrated with the market rhythm, delivery ETA, and client feedback loops.
Through locally focused content and social engagement, we built brand credibility and broadened awareness among GSU students and beyond.
Charme launched with spectacular early success, driving significant interest in the property more than a year before opening its doors.
Despite the challenges, the outcomes exceeded expectations:
94.68% leased as of mid-July
69,000+ total website users
30,900 campaign clicks from Google paid media
2,900 lifetime conversions from paid ads
1,618 total form submissions (non-application leads)
As Charme Statesboro prepares to welcome its first wave of residents on August 1, we’re confident it will bring new energy and elevated expectations to student living at Georgia Southern.
Whether you’re facing a slow student housing market or entering a highly saturated conventional one, Authentic helps multifamily developers launch smarter, lease faster, and maximize returns.
Our full-stack approach to brand, marketing, and leasing is designed to drive real outcomes from concept through stabilization.
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