Reside: State & Chestnut
State & Chestnut was an exciting new residential luxury property being launched by Reside Living. The challenge was twofold: to market this property in a unique way that distinguished it from the growing inventory of high rise rental apartments, and to support pre-construction leasing.
Torque rolled up its sleeves and tackled a full marketing program, including research around ideal tenant type, naming and defining of a digital and traditional marketing mix. Key to the positioning were our consumer insights: a focus on driven professionals, not just all seekers of luxury amenities. We developed a strong brand and identity for State & Chestnut based on the research. With this same focus, we created a full website, sales center design, signage, posters, banners, window clings, welcome kits for new move-ins, and a comprehensive social media program. By the end of the campaign, State & Chestnut’s social media platforms significantly outperformed Reside’s own corporate social media platforms. The building reached its 70% lease goal three months ahead of schedule.