REVERB, Copaken Brooks

Kansas City, Missouri
2020
Introduction

Copaken Brooks engaged Asset with hopes of creating and delivering a new living experience, REVERB, to the Kansas City market. To achieve this, the partnership needed to result in a marketing approach that successfully overcame tenants' reservations with REVERB’s unique features, such as the absence of an amenity package, a lack of multiple floor plans, and a premium price point. Asset developed a marketing plan that proactively addressed the new development’s leasing obstacles, creating a compelling storyline that positioned REVERB as something more than just a place to live––instead selling an experience that tenants wanted to take part in. As this project continued throughout COVID, the Asset team continually reevaluated to evolve the plan week after week, maintaining and gaining progress throughout the pandemic.

Services
Operations
Human Resources
Marketing
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Zimmerman property lounge area with apple computers
The Problem
  • Overcoming perceived negatives, including:
  1. No on-site amenities
  2. Studio and one-bedroom layouts only, with high-quality finishes and large floor plans that resulted in an above average price point
  3. Resident concerns due to a cocktail lounge, located on the 14th floor
  • Achieving stabilized occupancy within 12 months of delivery with rents averaging $2.29/Sq. Ft.
  • Maintaining marketing momentum through COVID-19 disruption

Our Solution
Custom-created, innovative marketing plan

Asset custom-tailored a marketing plan that combated one of REVERB’s biggest drawbacks in the eyes of prospects: the lack of a full amenity package. The new marketing plan leveraged the surrounding Crossroads Arts District, showcasing the property’s access to a variety of community amenities such as fitness concepts, boutiques, coffee shops, restaurants, and more. Marketing efforts also addressed concerns around the building’s 14th floor cocktail lounge. To transform the lounge’s presence into a resident perk, Asset’s marketing team partnered with the lounge to offer residents priority bar seating, exclusive early event access, and private REVERB-only events. 

Customer-service led “REVERB experience”

To supplement the property's lack of amenities, Asset focused on what became known as the “REVERB experience”––a high-quality customer-service experience that extended beyond property walls and into the surrounding community. To accomplish this, Asset assembled an exceptional on-site team dedicated to delivering a premium resident experience from initial move-in to day-to-day living. A key part of this concept included custom metal cards for residents to present at nearby businesses for insider perks and discounts, all of which was made possible by the securing of local partnerships made by Asset. 

Custom-built website and seamless leasing experience 

Asset built and designed a custom website, branded to REVERB specifications, which included live availability features and allowed prospects to lease entirely online. The virtual leasing capabilities put the property ahead of the competition during COVID, enabling the leasing process to move forward through video meetings, remote paperwork, and more. Asset built a custom website designed to immerse the viewer immediately into the REVERB lifestyle, matching the edgy brand and seamless resident experience: www.reverbkc.com.

COVID-friendly virtual marketing outreach

When COVID interrupted previously established marketing plans, the Asset team quickly pivoted to ensure REVERB’s success with creative practices such as:

  • Partnerships with social media influencers to promote REVERB through an “un-boxing” event that invited influencers to un-box promotional items and branded apparel on Instagram, attend private tours, and share the REVERB experience with followers
  • Facetime, skype, and video recordings that showcased the REVERB lifestyle
Lindsey B.
Sr. Regional Supervisor
"
The Crossroads features various fitness concepts, boutique shops, coffee shops, oyster bars, and a plentiful number of restaurants. We had the idea to harmonize the lively spirit of the neighborhood with a serene apartment community you can call home."
The Results
  • 9.8% preleased with zero concessions being offered prior to delivery
  • Increased positive resident and community feedback, including 14 5-star Google reviews within 30 days of delivery
  • A custom website with improved leasing functionality
  • A successful reputation built around quality of life: The REVERB experience

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