Despite being in its infancy, our early demand-gen efforts have resulted in 250+ passive leasing leads and 75% email open rates before formal leasing has kicked off.
With a historic legacy and an exciting future, St. Paul proved an excellent location for Reuter Walton’s newest multifamily development. Kenton House needed to live up to the neighborhood’s long legacy as a hub of Twin Cities commerce and culture. Our job was to create an identity that embraced the legacy of St. Paul with a nod to its exciting future.
Identity & Brand Design
Property Splash Website
Email Marketing Campaigns
The project boasts an enviable location on Grand Avenue, one of the most well-known and well-regarded streets in St. Paul—and throughout the Twin Cities. Kenton House is the first new Class A build there in decades. The neighborhood also offers culture and dining options that make it popular with both new and long-time residents.
We wanted the Kenton House brand to be elevated and timeless, contouring easily to the historic neighborhood without seeming dated. We could then translate that brand into a property website and email marketing campaigns that would resonate with prospects.
Of course, email campaigns require leads. We planned to leverage on-site signage and other brand activation efforts to build a remarketing list and drive conversion.
To ensure the brand identity we developed was on-target, we thoroughly researched the neighborhood and conducted interviews with the development team, building ownership, local restaurants, and the architecture team.
Cultural shifts and new development left a large population of empty-nesters, people who had spent their entire lives in St. Paul but were left without many options for continuing to live there. We crafted a timeless, elegant, approachable brand to connect with them.
We then created on-site signage to capture local foot traffic and directed them to an early website splash page, which allowed us to continue nurturing leads as construction progressed.
Ultimately, our integration of on-site activation efforts with a compelling brand resulted in 250+ pre-leasing leads and a high level of engagement with emails—our open rates were nearly double the industry average, and our click-through rates were more than 4x higher.
So far, Kenton House has been able to generate a large volume of pre-leasing leads while also building an organic email list that remained genuinely engaged with their content, consistently opening, clicking through, and replying to emails sent throughout the construction process.
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