MAA MILEPOST 35

Bringing MAA Milepost 35 to life one milestone at a time

As this brand-new apartment complex entered the Denver community, we crafted a digital strategy focused on building a community, showcasing the lifestyle and amenities, and giving followers an inside look at the apartments. The MAA Milepost 35 brand came to life through social media, engaging giveaways, and curated events that aligned with their target audience and helped them leave their mark on their new home.

Challenge

Create a brand story that positions MAA as an engaged, approachable, community-driven hub. Focus on authentic connections, unique amenities, and showcasing involvement in local events and partnerships.

Solution

Our solution for MAA Milepost 35 centers on clarifying their unique positioning, building brand awareness to increase leasing, and engaging with the community through an authentic voice and personality that resonates with prospective residents.

SOCIAL MEDIA STRATEGY & MANAGEMENT

Social media was one of our greatest tools in clarifying the brand's positioning and beginning to build brand awareness. Starting in October of 2023, Fireside was tapped by MAA Milepost 35 to craft an integrated marketing campaign to take the property from pre-leasing into lease-up. We focused on increasing follower growth, website traffic, and prospect & lead generation.

We built the MAA social strategy in two phases. Phase 1 was focused on developing a Denver-centric following by promoting events and giveaways through the Milestones campaign. In Phase 2, shifted our attention to connecting with and nurturing that audience through interactive posts, stories, and reels that communicate MAA's brand story and experience.

The average Instagram engagement rate for the real estate industry is 1.34%, but the content that we created continuously reached over 9%.

Ongoing Event Series

The Milestone event series was our primary tool for engaging with the community. In less than a year, we put on over 14 events that introduced our target audience to MAA. In developing each event, we strategically selected partners with built-in communities to leverage their ethos to positively position MAA Milepost 35 and bring prospects to the property.

The Milestones Event Series started during the pre-leasing phase with activations hosted offsite at different establishments around Denver. During this phase, we were able to drive awareness of MAA Milepost 35 with built-in partner audiences. Some examples of these events would be Live Music at Improper, Free Headshots at From the Hip, and Free Fitness Classes at The Fit Co.

Once leasing began, the series shifted to a wide variety of onsite activations highlighting amenities, attracting potential residents to the property, and creating tour opportunities, and increase awareness about the community. Some examples of these events would be Sofar Sounds, Cooldown Running, Sushi-Making Night, and Craft Night.

Each event enabled us to capture rich content showcasing the MAA Milepost 35 lifestyle, amenities, and community. We leveraged this photo and video content on social media, creating recap reels and individual posts for each event.

GRAND OPENING

The MAA Grand Opening encompassed the best aspects of all the events we had put on to date. It had everything from homemade pizza to a cocktail caravan to DIY screenprinting. The celebration was invaluable in helping MAA connect with new residents and draw in potential residents from all over the city.