Appletree Bay Property Management had started construction of 300 new, market-rate apartments in Essex Jct., Vermont, with expected occupancy starting in June 2015 called Village at Autumn Pond. The project is replacing older apartments on the property, which had a mixed reputation in the community. The new property name, street address, outdoor signage and website needed to convey the enhanced features of the new apartments, and appeal of the location.
The website was designed to attract target tenants: active young working couples and empty nesters. We identified key messages: sense of community, convenient location and energy efficiency. Since buildings are not completed, the website is the only way to “show” apartments. The site map used headers common to other real estate websites, including floor plans, pricing and a tenant login feature. Content highlighted proximity to Chittenden County employers, transportation and entertainment options. The site launched February 1, 2015.
In first 60 days, there were more than 50 inquiries and applications for the first phase occupancy. Half of Building 1 was rented with no additional advertising. The property manager is able to update the site easily, posting construction photos to engage potential tenants.