The name “New Land” comes from the fearless pursuit of “groundbreaking”—developing buildings and creating experiences that bring something new to the neighborhood.
New Land has always lived up to that promise in the Midwest, but that story was getting lost in all the clatter of the post-recession apartment boom. Consequently, its apartment rentals were suffering.
We needed to turn around the rental slide with digital lead-gen campaigns for their three flagship properties: Urbanite, Rhythm and Trio.
Like many developers and managers, New Land relies on third-party sites like Apartments.com to generate leads.
Those sites capture all the customer data and lock it away in a vault. So we developed unique brands, stories and digital funnels for each property, including:
- Landing pages to drive conversions and capture user data
- Video ads on Facebook and Instagram targeting specific ages, zip codes and incomes
- Google and Bing search ads targeting keywords unique to their properties and amenities
- Remarketing ads to drive conversion of active apartment searchers
On the brand front, we did a media blitz and inspired the city’s most respected business publication to write several frontpage stories, including an in-depth profile of New Land’s next generation of leadership: Tim Gokhman.
New Land is back in the driver’s seat when it comes to attracting new tenants, including a marketing machine that can be turned on and off to match seasonal demand.
With the brand refined and relaunched, Tim was invited to present at the prestigious CTBUH Conference in Dubai.
Which means New Land is on the global radar with its next project; the world is watching.