Elevating Hawthorne’s Digital Marketing Strategy
Hawthorne sought to revamp their digital presence in 2023 after undergoing a corporate brand refresh that put their brand story and promise to the forefront of their marketing. For about a quarter of their owned portfolio, Hawthorne needed property websites that were high performing for lead acquisition and conversion while adhering to strict brand guidelines, could be effectively managed at scale with a robust CMS and dashboard, had exceptional user experience design, and where website analytics painted an accurate picture of the resident customer journey.
Through Resi’s Website as a Service model, the partnership has evolved to deliver scalable and innovative solutions that go beyond the standard property marketing website design too often seen in apartment marketing today.
Resi created a custom Property Website Theme for the Hawthorne brand that was personalized for each of the properties upon rollout. This maximized their scalability efforts while maintaining personalization capabilities for each property.
Through Resi’s Website as a Service model, the partnership has evolved to deliver scalable and innovative solutions that go beyond the standard property marketing website design too often seen in apartment marketing today.
Resi created a custom Property Website Theme for the Hawthorne brand that was personalized for each of the properties upon rollout. This maximized their scalability efforts while maintaining personalization capabilities for each property.
The Best Online Reputation in Multifamily
For four consecutive years, Hawthorne has been ranked #1 in online reputation performance out of all NMHC Top 50 Managers, currently holding the highest ORA score of any division one management firm in the United States. They live out their brand promise in everything they do – from prospect tours, to employee engagement, to resident events, and everything in between. The brand most well known for their reputation needed property websites that delivered the same message to these key audiences. Resi’s own approach to a human-centric culture closely aligned – so creating a partnership with the same goal to create exceptional digital experiences for the people we care most about made sense.
A Pixel Perfect Brand Refresh
Hawthorne’s brand refresh was the perfect opportunity to bring their values to life across their digital presence. Resi worked closely with their team to create a consistent and cohesive brand experience for their custom theme and across their property websites. We made sure that every element – colors, fonts, logo placement, and more – stayed true to their brand, while still allowing each property to have its own unique voice. Each website is a reflection of the care, consistency, and creativity that defines Hawthorne, helping prospects instantly connect with the brand.
Managing Property Websites at Scale
Managing 250+ property websites is a big undertaking, but Resi’s system was built for it. For a portion of Hawthorne’s portfolio, we provided Hawthorne with the ability to manage all of their property sites effortlessly, with version history, automatic updates, and flexibility on user types and permissions to allow multiple groups access to the CMS. Hawthorne empowers their onsite teams by giving them access to the CMS to make updates to their property special. This saves the Hawthorne marketing team a significant amount of time and mind share. As an added layer of scalability, Hawthorne manages some content outside of the Resi CMS through Yardi RentCafe to syndicate content to ILSs. Additional integrations included Knock contact and tour forms, Engrain SiteMaps, and pricing, availability, specials, and more on floor plans and units. This content is all automatically collected, organized, and made accessible to our website designers and the Hawthorne team when developing and managing the site on an ongoing basis. Hawthorne’s data is at their fingertips – ready to use across the website in ways that are most impactful to the user journey.
Metrics Make the Heart Grow Fonder
Resi’s platform and unique approach to website development and design allows for in-depth analytics that keep Hawthorne ahead of the curve. Upon launching their websites, Resi set up a robust GA4 account to track unique event types across the site that mapped the prospect journey. On the same analytics dashboard, leasing data from the PMS such as the number of vacants, on-notice, and leased and inventory status by bedroom type empowers the performance marketing manager to analyze marketing and operations data simultaneously to make better marketing decisions that affect occupancy. Whether it’s tracking website traffic, analyzing conversions, or measuring the effectiveness of a PPC campaign, our adaptive multifamily marketing platform brings together the marketing data a multifamily marketer needs to propel insights into action.
Create successes like Hawthorne.
Property marketing has never been easier. Find out why hundreds of multifamily properties trust Resi to create high-performing websites. Let’s create something beautiful together.
