Fuse Cambridge is a 244-unit luxury apartment development in the highly competitive Alewife neighborhood. Looking to stand out among other transit-oriented developments and increase leasing velocity, the Fuse team brought in Nickerson to head their Public Relations and Social Media outreach efforts as part of their overall marketing communications strategy.
“Nickerson has developed integrated PR and social media campaigns that have allowed us to target new residents in such an efficient and effective manner and help lease our luxury apartment communities much faster than the competition. The most recent building we worked on with Nickerson is the 244 unit Fuse Cambridge community where we were over 90% leased in less than 8 months and well ahead of schedule. I would highly recommend working with the Nickerson team on any real estate project.”
—Sean Sacks, Director of Development at Hines
The PR Effect
Prominent press creates a halo effect and has proven to increase organic, qualified traffic and interest. Shortly after leasing began, Nickerson secured a story with Boston.com featuring Fuse Cambridge. The piece, Once-Overlooked Alewife Sees Fierce Competition Among Luxury Residential Buildings, ran on January 11, 2016 and generated a significant amount of new website traffic, qualified leads, and leases for Fuse Cambridge.
Return On Investment
Using social media and a series of targeted press placements, Nickerson’s efforts vastly outperformed leads from paid advertising efforts over the same time period. In a single month, shortly after the launch of the campaign, Nickerson delivered far better returns on Owned and Earned media versus Paid media.
With the same amount invested in each, Owned and Earned media delivered a far greater return on investment than Paid:
MORE Website Traffic
MORE Online Tours Scheduled
Over ten months, Nickerson drove nearly 500,000 organic impressions on Twitter, Facebook and Instagram, and nearly 10% of all website traffic to FuseCambridge.com was referred by social media.
In addition, out-of-the-box campaigns like the “MyFuseFit” contest were developed to encourage a healthy lifestyle during the winter months. The contest created publicity and brand awareness for Fuse Cambridge, and helped accelerate leasing velocity during a season that generally sees a dip in activity.