How One Community Capitalized on Game of Thrones
One Texas community used the hit television show’s finale to boost leasing.
During the weekend of the “Game of Thrones” TV finale, Greystar’s Elan Crockett Row Apartments participated in “Game of Homes,” a leasing event designed by Property Playbook’s Lori Valenti Webb with an “Escape Room” twist.
Webb worked with Julie Ellison, Marketing Manager for Greystar, and Brittany Shepherd, Regional Property Manager for Greystar, who coordinated the onsite team’s implementation of the event.
“We wanted to come up with a new way to make the touring process even more memorable for our visitors to the community,” Ellison said. “Fort Worth is a competitive market with new properties coming online and it is important to differentiate the community in an exciting way.”
The team invited past visitors and prospective residents to the community to participate in the event and as a result property traffic tripled over the weekend.
“A key to a successful leasing event is to make the visit memorable which encourages a longer visit to the community,” Webb said. “Gamifying the leasing tour is a great way to do this.”
Based on riddles that were solved while touring the model apartment, visitors would receive a numerical “final score” at the end of the 15 minutes that they were given to “escape” the apartment by solving the riddles based on provided clues with Game of Thrones-type logos (pictured). This number correlated with a variety of incentives that they could apply if they chose to lease an apartment home during the weekend.
Ellison shared that events like this increase engagement with visitors and can create urgency to use an immediate incentive, which often results in higher conversion ratios.
A video that teased the contest was posted to the community’s Facebook page to promote the event. The team also marketed the event through eblasts, social promotions, online ads and by calling prospective residents. A selfie station #GameofHomes made for memorable images and posts that captured the excitement of the weekend. Visit ElanCrockettRow.co