Ahead of the Market Average
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The Client
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Pool table

The Rockland is a student apartment community in Lawrence, Kansas. It is conveniently located near the University of Kansas (KU) and attracts a variety of student residents with furnished and unfurnished options, pet- friendly amenities, and a desirable location near walking trails, groceries, and dining.

The Problem
Since November 2019, Threshold has partnered with The Rockland for all their digital marketing needs, but when the COVID-19 pandemic hit in March of 2019, the property needed to enhance their online presence and boost awareness among an audience that was less likely to convert than usual.
The Dream
Despite the uncertainty that COVID-19 introduced to the student housing market, The Rockland team set their sights on being completely pre-leased by Fall of 2020.

The Strategy
Xs and Os
To boost awareness, there was one strategy in particular that presented a big opportunity to grow The Rockland’s digital presence: YouTube advertising.
YouTube Ads
With video marketing driving 66% more qualified leads per year and a 54% bump in brand awareness* on average, adding video ads to The Rockland’s digital ad mix was the perfect option for them. This strategy would help reach the student-age Gen Zers that comprise much of YouTube’s active and most engaged audience. Threshold gathered assets from the Rockland teams and managed the production of an engaging video ad geared toward boosting awareness and highlighting the property’s best features. The campaign was launched using Google’s robust targeting tools to reach users in key locations with relevant search behaviors.

*According to Optinmonster

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We've been working with Threshold for a little while now and we’re glad to say they've proved their worth in that time. This campaign exceeded expectations for us and really made a difference during a challenging leasing season. Plus, the video ads look great and truly showcase what makes The Rockland special!
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- Digital Marketing Manager for one of the nation's leaders in student housing

Digital Marketing
Photography & Videography
Leasing Velocity
The YouTube campaign met expectations and then some. Although YouTube ads are primarily an awareness tactic and don’t always drive direct conversions, this campaign immediately paid off for the client by driving website traffic and multiple conversions. Within the first month of running, The Rockland’s YouTube campaign saw almost 5,000 views at a 93.03% view rate and brought in a total of 6 conversions. The second month was even better, bringing in more than 5,000 views and resulting in 13 conversions. Best of all, the boost in awareness and direct ad conversions contributed to a powerful digital marketing mix that accelerated pre-leasing rates over the course of 2020. Shortly after the campaign’s launch, The Rockland saw preleasing numbers increase from 50.5% in April to 70.6% in June. This pushed their pre-leasing velocity ahead of the market average for May, June, July, and August of 2020. As of August 2020, they were 85% pre-leased—compared to the market average of 78.5%—even during the uncertainty presented by COVID-19 and the university’s response to it.
Leasing Velocity