The UWCRC 2.0’s decision to price units at affordable, market, and premium rates meant having to craft marketing messages that spoke to each demographic both distinctly and in a concise way.
It was critical that prospects understood the communal and diverse spaces available for resident use at the community, regardless of the cost of a particular rental unit. This message had to be effectively conveyed in all marketing initiatives.
“UWCRC 2.0 really is irregular and a kind of a weird fish, and based on the bids, it was obvious Rentsync was the only agency that understood,” says Jeremy Read, CEO of UWCRC.
Rentsync’s main goals were to position Muse Flats as fitting seamlessly into downtown Winnipeg, including its arts and student communities, and to be able to reach prospects from different walks of life.
“We had a vision for our brand, logo, and marketing and relied on Rentsync to finetune, execute and implement it for us,” says Read, “They had the skills, resources, and rental real estate marketing experience we didn’t have in-house.”
Rentsync’s first task was to create a logo and brand identity, which was ultimately inspired by the building’s unique architecture. The De Stijl style of abstract art that is based on a strict geometry of horizontals and verticals was a great inspiration for the brand. This brand was carried into each of the services Muse Flats used with Rentsync, which includes creative print assets, a single-community website, pay-per-click advertising through Google Ads and Facebook Ads, and Rental Listing Site advertising.
Muse Flats' website features distinct pages for each unit type, and these ultimately send prospects to the appropriate unit pages, depending on the price and size the prospect is looking for. The rest of the website is designed to allow prospects to easily visualize living there. This includes an expansive gallery featuring both static images and virtual tours.
In addition to other online and offline marketing initiatives, Rentsync relied particularly on Google Ads to attract prospects looking for each unit type and connect them with a tailored marketing message. The success of this campaign is based on using a variety of long-tail keywords and connecting key search terms with carefully crafted messages that simultaneously emphasize the variety of rental rates as well as the communal spaces that bring each demographic together within the community walls.
“Rentsync made sure our story was consistent with these key messages across every platform and all campaigns,” says Read.