DAM(N)
Lead generation
for student digs in Antwerp.
DAM(N) is a trendy new construction project by Heylen Vastgoed in the bustling center of Antwerp – consisting of 55 modern, luxurious student rooms. In addition to building modern student flats with the necessary technical gadgets, DAM(N) attaches great importance to luxury in order to make a difference compared to other student rooms in the city.
What did we do?
How boostU helped DAM(N) rent out all 55 student rooms in under 3 months.
Challenge
DAM(N) is a rapidly emerging neighborhood in Antwerp. It is within walking distance of the city center and the Eilandje and within cycling distance of the Central Station and the Meir. The potential behind the DAM(N) new construction project was great – just completely unknown in the market.
A lack of online visibility, brand awareness and attractive content also ensured that students and parents who were actively looking for a student room for the 2020 – 21 academic year did not end up at DAM(N). Consequently, the student rooms were not rented.
Together with DAM(N), we decided to take a different approach by focusing on visually appealing content, social media marketing and paid search advertising.
The objective was simple: to increase the online visibility of the DAM(N) project among the right target group in order to finally rent out all 55 student rooms before the start of the academic year.
Results
Before we took care of DAM(N)’s digital marketing efforts, not a single room was rented. When we started working on our growth campaigns, all rooms were rented out within 3 months.
55
Rented rooms
420
Online inbound leads
€10
Average CPL
41,25
ROAS
What made this case a success?
1
Visually stunning content
The eye wants something too… Especially when it comes to big purchases or investments you make as an end consumer. Everyone likes to be in a nice, well-kept living environment – and it’s no different for students. Highlighting the modern, luxurious character of the DAM(N) student flats was an important first step.
2
Multi-channel approach
Marketing a new project or concept is always challenging. Top-of-the-funnel awareness needs to be created, while in the middle and bottom-of-the-funnel care needs to be taken to reach people who have a clear purchase intention.
3
A/B Testing & Optimization
By continuously testing different aspects of the campaigns and digital strategy, we worked towards an optimal result in a short period of time. That result was determined on the basis of clear KPIs such as the number of student rooms rented, the cost per acquisition and the cost per lead.