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Pillars Award-Winning Web Site Turns Leads Into Leases
The 2008 Pillars of the Industry award-winning Web site of The Zenith, a downtown Baltimore rental apartment high-rise, demonstrates how multifamily developers can use the Internet to showcase all their community has to offer and provide apartment-hunting consumers with a fast, convenient resource.
With a targeted demographic in mind, Merrick Towle Communications of Beltsville, Md. began with basic elements to develop the site for The Zenith — apartments, amenities, the area and contact information.
An image of the building was used as a graphic centerpiece for the site, with interactive links integrated into it.
The Web site provides easy access to in-depth information on every page, including features such as 360-degree night and day views of the complex and surrounding area, a walking map blending satellite imagery with pop-up information, and a residents' corner for community updates and information.
With the goal of making the Web site as effective as possible, a real-time apartment availability feature was incorporated. Users can scroll over the building and choose any of the residential floors to get a look inside. Close-up views and a virtual furniture arranger are available for every apartment home. Once the desired apartment is found, the prospective renter can reserve the unit in one simple process.
The Web site produced the highest lead-to-lease ratio of the various elements of the marketing campaign for The Zenith, which included brochures and advertisements.
For a first-hand visit to the Web site of The Zenith, click here.
For more information, e-mail Erin Grant at NAHB, or call her at 800-368-5242 x8577.
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