The Parsonage
The Parsonage
CREATIVE RE-IMAGING OF A HISTORIC BUILDING
The Parsonage sits at many cross sections, a mix of historic and new, of private ownership but student-focused, and leasing a physical space with nothing to show. The creative reimaging of a historic building in the University District paved the way to give the University of Washington student population useable and effective amenity space geared toward their needs as a unique residential population. Filled with a mix of study spaces, lounge areas, and plenty of wow factors the house was a huge selling point. However, given strict construction timelines, tours were prohibited until the very final weeks of construction. Presenting the leasing team and marketing with a unique challenge – to fully lease a building that no one can see, months before it is complete.
The cycle of housing around a university is dictated by the schedule of university housing as many students turn to the school to fulfill their needs. Leasing efforts for The Parsonage started in March, more than six months before the building would open. This allowed for competition with the resident halls and other buildings in the area. Marketing efforts were focused heavily on physical outreach to students via A-boards and table events where leasing staff would set up an eye-catching tent and table in front of the construction site to educate people on the housing opportunity, all before students headed home for summer. At those events, staff was equipped with virtual reality headsets and digital renderings of multiple spots in the building. This allowed for a more tangible experience for potential residents and gave them a real sense of the space, layout, and finishes that would be delivered. In addition, interested parties were encouraged to take the VR headsets and try the virtual experience at home and with friends, continuing to spread the word about The Parsonage.
The onsite, physical presence at university activities, and University District events helped drive home the connection between the school and the building. All of this was reinforced by a heavy online campaign that drove prospects to our events and to contact the leasing team directly and a social media strategy on Facebook and Instagram that helped give the still under construction building a personality. Traffic both online and in-person continued through the end of the year and into summer, ensuring that The Parsonage would open with more than 95% of the units leased.
The Parsonage
CREATIVE RE-IMAGING OF A HISTORIC BUILDING
The Parsonage sits at many cross sections, a mix of historic and new, of private ownership but student-focused, and leasing a physical space with nothing to show. The creative reimaging of a historic building in the University District paved the way to give the University of Washington student population useable and effective amenity space geared toward their needs as a unique residential population. Filled with a mix of study spaces, lounge areas, and plenty of wow factors the house was a huge selling point. However, given strict construction timelines, tours were prohibited until the very final weeks of construction. Presenting the leasing team and marketing with a unique challenge – to fully lease a building that no one can see, months before it is complete.
The cycle of housing around a university is dictated by the schedule of university housing as many students turn to the school to fulfill their needs. Leasing efforts for The Parsonage started in March, more than six months before the building would open. This allowed for competition with the resident halls and other buildings in the area. Marketing efforts were focused heavily on physical outreach to students via A-boards and table events where leasing staff would set up an eye-catching tent and table in front of the construction site to educate people on the housing opportunity, all before students headed home for summer. At those events, staff was equipped with virtual reality headsets and digital renderings of multiple spots in the building. This allowed for a more tangible experience for potential residents and gave them a real sense of the space, layout, and finishes that would be delivered. In addition, interested parties were encouraged to take the VR headsets and try the virtual experience at home and with friends, continuing to spread the word about The Parsonage.
The onsite, physical presence at university activities, and University District events helped drive home the connection between the school and the building. All of this was reinforced by a heavy online campaign that drove prospects to our events and to contact the leasing team directly and a social media strategy on Facebook and Instagram that helped give the still under construction building a personality. Traffic both online and in-person continued through the end of the year and into summer, ensuring that The Parsonage would open with more than 95% of the units leased.