Multifamily Marketing Case Study

Haverly Case Study

GRO accelerates leasing velocity for LOCAL Boise while exceeding performance benchmarks.

Overview

Haverly Phoenix (now known as MAA Central Ave), situated in the heart of Midtown Phoenix, combines luxury living with urban convenience. The property features meticulously designed apartments that blend contemporary aesthetics with thoughtful details, creating an atmosphere of comfort and sophistication. Among the premium amenities are a state-of-the-art fitness center, a resort-style pool, and a rooftop lounge that boasts breathtaking views of Camelback Mountain. Located in the vibrant Midtown neighborhood, Haverly offers easy access to the finest dining, entertainment, and cultural experiences in the area. It stands as a pinnacle of luxury living in Midtown Phoenix, making it an exemplary choice for a new home.

The Campbell joined forces with GRO to develop a visual identity that would resonate with Florida State University (FSU) students. GRO’s team worked closely with The Campbell to understand the property’s vision and used this information to create a logo and website that was modern, memorable, and meaningful.

Industry

Multifamily

Location

Phoenix, AZ

Involvement

Paid Search Advertising
Geofence / Display
Social Media Advertising
SEO

Client

Toll Brothers
Greystar

*Photos / Renderings owned by Toll Brothers

Opportunity & Solution

To raise Haverly’s profile in a competitive landscape, Toll Brothers and Greystar chose GRO for their strategic acumen in accelerating market visibility and lease generation. GRO outlined a sophisticated digital marketing strategy tailored to attract young professionals and families searching for their next home in the Phoenix area. This approach integrated a diverse array of tools: Google Paid Ads, targeted Social Media Advertising on platforms like Facebook and Instagram, advanced Programmatic and Geofence Advertising, all reinforced by strategic SEO. The plan aimed to not only draw attention to Haverly but also to convert this interest into high-quality leads and, ultimately, successful leases.

Social Media Ads

Results – 100% Leasing Occupancy Achieved! Campaign Benchmarks Exceeded!

Through consistent and meticulous optimizations, GRO didn’t just meet but surpassed the expected digital campaign benchmarks, playing a key role in Haverly reaching an impressive milestone of 100% leasing occupancy. This achievement highlights GRO’s knack for exceeding expectations, solidifying Haverly’s status as a thriving and fully leased multifamily community.

The Numbers

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Total Conversions
0 Million
Total Campaign Impressions
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Campaign Clicks
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Website Sessions
0
Paid Search Conversions
$ 0
Cost/Conversion
(Paid Search)
0
Social Advertising Conversions
0 +
Social Advertising Link Clicks