ARBORVIEW

the problem to solve

ArborView came to Threshold just a few months after breaking ground needing help with their naming, branding, and digital marketing to get the word out about their new community. Faced with a dense housing market and many competitors in the area, they needed to establish a cohesive, identifiable brand that would help them show off their community’s uniqueness. More specifically, they needed this new brand to evoke feelings of aspiration and empowerment that would appeal to potential residents.

the dream

The client hoped to build a senior living brand centered on the active and entertaining lifestyle that awaits its residents in the hopes of ultimately becoming the most sought out place to live in the Circle C neighborhood of South Austin. To begin, they needed not just a brand identity but also a full portfolio of branded marketing collateral to help build awareness and put their new property on the map before opening for leasing in February 2021.

the strategy

During one of the most challenging leasing seasons in recent history, we helped the brand new ArborView community achieve remarkable results and emerge as an exciting new brand in the Circle C neighborhood.

Aiding our marketing success was the agility of our initial branding efforts, which allowed us to begin building awareness well in advance of the property’s open date. To put it concretely, we created comprehensive branding and marketing materials as well as a landing page in just 4 months.

This swift start enabled us to launch digital campaigns that would bring in early leads and allow the community to get a head start on their lease-up goals. Awareness quickly began to build after we launched our strategic mix of digital ads, driving a surge in organic searches for the property, which improved month-over-month and peaked in November 2020 at 40 branded searches. Even more exciting was the fact that Threshold brought in 165 online conversions over the course of 4 months before ArborView even opened its doors for tours through our Search, Social and an Addressable Market campaigns!

And the digital successes don’t end there. Through industry expertise and monthly optimizations, we maintained a steady 4.92%< conversion rate (compared to the industry average of 3.23%) for Search campaigns and earned the client 90 leads from just Facebook alone. These creative & digital successes combined led to signed leases well in advance of the property’s official open date.