student housing marketing Case Study
Vox Miami
GRO’s digital marketing and retroactive geofencing strategy helps VOX lease up 100% in 2 weeks.
Leased 100% In 2 Weeks!
The Story
Houston-based property management company Asset Living sought out GRO to develop and execute a lease-up marketing strategy for VOX Miami, a 361-bed student housing community.
It’s always a challenge to lease a student housing community up to 100%, but doing so in the middle of the COVID-19 pandemic would require GRO to step up their marketing strategy and execution efforts.
Industry
Student Housing
location
Miami
Involvement
Digital Marketing
tactics
Paid Search Advertising
Social Media Advertising
Youtube Advertising
Programmatic Display Advertising
Retroactive Geofence Advertising
GRO's approach
Think Outside The Box
Due to the COVID-19 pandemic being in full-swing, we knew that we had to focus the majority of VOX’s marketing efforts towards digital tactics and think outside of the box. We decided to attack the Miami student market using five digital marketing tactics: Paid Search Advertising, Social Media Advertising, Youtube Advertising, Programmatic Display Advertising, and Retroactive Geofence Advertising.
Retroactive Geofence Advertising
Since some of the students were not on campus due to the pandemic, regular geofence advertising wouldn’t cut it for VOX. Fortunately, GRO’s geofencing technology has the option to target students who visited certain locations in the past. We decided to set the targeting parameters to students who entered the geofences back in March 2020, which was the last month that students were on campus before they were sent home due to COVID-19. If a student entered a classroom, student center, rec center, or competitor property in March, they were then eligible to be served an ad.
The retroactive geofence advertising combined with the other digital marketing tactics, plus early campaign launch dates, proved to give VOX a huge advantage over their competitors.
the results
All leased up!
VOX Miami reached 100% occupancy in just 2 weeks while only using 30% of their marketing budget! Congratulations to Asset Living, The TREO Group and the VOX Miami team on this amazing accomplishment!
Direct Conversions
Paid Search Ad Assisted Conversations
Cost Per Social Media Ad Conversion
Website Pageviews