Our early brand awareness strategy, including pre-leasing and lease-up efforts, resulted in more than 210 passive leasing leads and an occupancy rate of 92% within just four months of opening.
The Aubrey was the first Class A boutique property in the Kingfield neighborhood of Minneapolis. Novelty can sometimes result in a lack of visibility, so our task was to create a compelling brand and an effective lease-up marketing strategy that would enable The Aubrey to break new ground in this promising area of the city.
Identity & Brand Design
Construction Signage Design
Exterior & Interior Signage
Wayfinding
Renderings
Property Website
Leasing Collateral
Paid Search & Social
Lead Generation
While Left Lane Ventures is known for developing innovative boutique properties throughout Minneapolis, the historic Kingfield neighborhood was an unexpected choice. The Aubrey was the only new Class A build on the area’s docket.
Kingfield is known for its highly-educated, down-to-earth residents, but not for boutique multifamily. We needed to create a top-to-bottom brand experience that resonated with our target audience—people who loved the bustle of the city, but wanted a quiet and elegant place to come home to at the end of the day.
Finally, we needed to transition into awareness-building campaigns that would translate buzz into actual leases and facilitate a swift lease-up for The Aubrey, despite the fact that the majority of leasing was happening during the off-season.
To create a brand that packs a punch, you have to know your audience—that’s why our process started with conducting demographic research on the Kingfield neighborhood.
For The Aubrey, we wove together local context and historical significance to build a brand that was elegant and nuanced, classic yet modern. We leveraged the new brand through on-site signage and an early website launch, then implemented marketing automations like text messaging to kickstart pre-leasing led generation.
Brands don’t exist in a vacuum, however. We wanted the brand experience we ideated early on to match the lived experience of residents, so we collaborated with the interior design and architecture teams to ensure that the new brand was brought to life in every element of the building and its interior.
Once The Aubrey was ready for pre-leasing, we kicked off lease-up efforts with paid search and social campaigns that capitalized on early brand awareness efforts and ultimately resulted in 92% occupancy just four months after opening.
An eye-catching aesthetic, coupled with early brand awareness efforts, enabled the leasing team to build early pre-leasing momentum with a catalog of hot leads. The Aubrey achieved 92% occupancy after just 4 months.
Subscribe here to get our short and sweet monthly newsletter!