The Parker Case Study
Our TikTok and Google Ads campaigns propelled The Parker to 100% leasing occupancy and set the stage for continued success.
About The Parker
The Parker is a student-housing community in Tucson, Arizona, serving students at the University of Arizona. Developed by The Dinerstein Companies, the community needed to stand out in a competitive near-campus market and fill its units with qualified student residents for the 2024 leasing season.
Industry: Student Housing
Location: Tucson, AZ
Involvement: Paid Search Advertising; TikTok Advertising; Display Advertising; SEO
Client: The Dinerstein Companies
Campaign stats cover August 2024 to November 2024. Photos / renderings owned by Dinerstein.
Standing Out to Students in a Competitive Campus Market
In the competitive landscape of student housing near the University of Arizona, The Parker recognized the need to distinctly stand out to its primary audience: students aged 18-24. To effectively reach and engage this demographic, we developed a strategy that not only included proven tactics like paid search, SEO, and geofencing display but also embraced the power of TikTok advertising. Understanding the significant presence of their target audience on TikTok, we tailored a campaign to capitalize on this platform’s vast reach among university students.
Another key component of this strategy was the implementation of retargeting within their social media advertising. We acknowledged that students typically don’t commit to housing after just one ad or website visit. Retargeting allowed The Parker to maintain a consistent presence in the digital space where its audience spends the most time. By continually surfacing The Parker’s messaging, retargeting ensured that the community remained top-of-mind for students as they navigated their housing decisions. This comprehensive approach aimed to not only introduce The Parker to potential residents but also to build a lasting connection, keeping the community front and center throughout the decision-making process.
By the Numbers
The Numbers Behind 100% Leasing
Topline performance across paid search, display, and TikTok from August to November 2024.
Total Conversions
305
Total conversions generated across every campaign channel.
Total Campaign Impressions
29,500
Impressions served across the paid search campaigns.
Campaign Clicks
4,900
Clicks driven to The Parker from the campaign.
Campaign CPC
$1.98
Average cost per click across the campaign.
The Payoff: 100% Leasing Occupancy
Our innovative digital marketing approach, combined with our strategic use of TikTok, yielded remarkable results for The Parker. In its first year, this targeted strategy not only led The Parker to a stellar 100% occupancy but also secured a robust 90% pre-lease rate for the 2024 leasing season. The effectiveness of the campaign was further highlighted by its efficiency in conversions, achieving high conversion rates at a low cost. This success not only took great care of Dinerstein’s marketing investment but also underscored our capability in driving substantial results.
The triumph of this campaign showcases our expertise in navigating the student housing market and our ability to leverage emerging social platforms to reach and engage the target audience effectively. The Parker’s achievement of full occupancy and strong pre-leasing figures stand as a testament to our proficiency in translating strategic marketing efforts into concrete leasing successes, exceeding the expectations of both the property and its ownership team.
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