Pre-Leasing Phase (June-July 2023)
Focused on generating a high volume of leads and maximizing brand awareness among potential renters.
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Onni Group, a leading real estate development company headquartered in Vancouver, BC, is renowned for its residential, commercial, and rental projects across North America. As their digital marketing partner since 2020, War Room was tasked with generating interest and securing renters for Colwood Corners, a luxury rental apartment complex in the historic Colwood neighborhood of Victoria, BC. The goal was to create a strong pipeline of potential renters before the project’s completion and ensure maximum occupancy at launch.
Our digital ad strategy delivered outstanding results for Onni:
Lease Rate Before Completion
2 months into the pre-leasing campaigns, 66% of the apartment units were already leased out, showcasing our effectiveness in capturing early market demand.
Increase in Conversion Rate
Our Facebook Lead Retargeting efforts tripled the conversion rate month-over-month during the pre-leasing phase.
Increase in Google Search Conversions
Targeted keyword strategies led to a significant rise in conversions via Google Search ads.
Click-Through Rate (CTR)
Our search campaigns achieved a CTR that was 140.08% above the industry average, solidifying Colwood Corners as a highly desirable living destination.
The Challenge
Laying the Foundation
Real estate marketing demands a flexible and responsive strategy, especially during the critical phases of a property’s market debut. Onni required a robust campaign to attract high-quality leads and secure renters for Colwood Corners before its completion.
The challenge was transitioning seamlessly from generating broad awareness to driving conversions as the property neared its move-in phase.
The Strategy
From Blueprint to Reality
War Room segmented the campaign into two key phases, aligned with the construction schedule:
Pre-Leasing Phase (June-July 2023)
Focused on generating a high volume of leads and maximizing brand awareness among potential renters.
Move-In Phase (Sep 2023-Feb 2024)
Shifted focus to attracting higher-quality leads, leveraging insights from previous site visitors to engage those most likely to lease.
We executed an intensive digital advertising strategy using Facebook, Google Search, and Google Discovery. By targeting local residents in Victoria and neighboring cities on Vancouver Island, we maximized reach and engagement.
Our analysis identified the 25-40-year-old demographic as the highest-converting segment, followed by the 60+ demographic. This insight allowed us to tailor messaging and allocate ad spend more effectively, ensuring optimal results.
Conclusion
Strong Foundations, Lasting Results
War Room’s digital marketing strategy for Onni’s Colwood Corners project:
Our targeted approach ensured high occupancy rates before the property’s completion, highlighting the effectiveness of our digital strategies in a competitive market.
Working with War Room transformed our online sales. We saw a 223% increase in conversions and a 65% drop in CPA.
Their expertise in creating dynamic ads and managing our campaigns made all the difference!
Orlando Rio
Onnit
Maximize your real estate project’s potential with War Room’s expert digital advertising strategies. Contact us today to start achieving exceptional results!
