Formerly WAKM radio site, Avenida Cool Springs consists of 142 apartments in Franklin, Tennessee. The community offers stylish apartment designs and elegant common spaces with just the right level of service and flexibility for active adults.
In the past, Avenida Cool Springs experienced limited response from events promoted through creative designed to entice people to visit the community. Knowing once prospects visit, they are more likely to move-in, the team at Avenida Cool Springs wanted to have an event that encouraged prospects to visit their campus to enjoy live music, food, tours and to experience what life is like living at the community.
To generate RSVPs, Solutions Advisors Group created a bright and inviting marketing campaign aimed at adults aged 60-75 within a 15-mile radius of the community. The campaign, consisting of direct mailer, a print advertisement, Facebook ad, pay-per-click ad and web listing highlighted the beauty of Avenida Cool Springs and the active lifestyle residents experience every day. Each piece was also designed to create urgency by offering a sales incentive to attendees with an expiration date.
Although inclement weather ultimately limited the final number of attendees, there were 78 total RSVPs with 50 in attendance. “The weather was so bad, we had to move some planned outdoors stations inside,” explained Claudia Harris, Avenida Cool Springs Sales & Marketing Director. “If the weather was nice, there is no telling how many people would have attended.”
In the end, the Open House yielded 9 deposits for future homes plus 4 immediate move ins. The team also earned kudos on the creative design. Workers at the local Senior Center called to say several people called them asking about the community after the event. “Avenida’s party was the place to be. The creative was exceptional. We never expected the phenomenal response,” explained Claudia Harris, Avenida Cool Springs Sales & Marketing Director.
In June 2021, Avenida Cool Springs hit 100% occupancy – a full month prior to the goal of July 2021.
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