Best Other Website

Shenandoah Square (Shenandoah) is a 126-unit, Military housing community offering spacious two-bedroom townhomes located in one of the nation’s most coveted and competitive rental housing markets: Silicon Valley. Battling low occupancy around 90% despite recently electing to accept civilian renters, CRC established the community’s online presence from scratch by building a property website that would position it to be more accessible and desirable to potential civilian residents, increase brand awareness, and ultimately drive leases to boost occupancy above 95%. The website was created for two distinct audiences – potential Military and civilian residents – with the goal of portraying Shenandoah as a typical market-rate community. Simultaneously speaking to these two audiences required a delicate balance reflected in the site’s content and structure. To avoid alienating either group, Shenandoah is rarely referred to as Military housing, and the three main selling points – ample square footage, low rent, and ideal location – were used as marketing cornerstones for both. The only places where this distinction is addressed is a nod to Military members on the home page, and on the application pages where the content caters to each audience’s unique lifestyle. The Military page discusses inherent savings and ease of moving, while the civilian page details selling points beyond cheap rent. The new website has reached and exceeded its target goals: since the site’s launch on 12/22/16, 42 applications have been downloaded; the site rose to the number one search result on “Shenandoah Square Apartments”; and the community reached 100% occupancy.

Contributors:

CLARK REALTY CAPITAL

Location: USA