Simpson Housing debuted in Nashville with 2700 Charlotte Ave Apartments, followed quickly by SkyHouse Nashville. While both properties offered luxury amenities and unique living experiences, the group was entering the market at a time when a significant supply of other properties was launching, challenging Simpson Housing to differentiate its communities from the crowded marketplace.
In close partnership with Simpson Housing, REED worked with the staff at both 2700 Charlotte Ave and SkyHouse Nashville to develop a cohesive thought leadership story demonstrating Simpson’s expertise in apartment communities and their commitment to the communities they build. Our team also targeted relevant audiences with communication pieces geared toward showcasing the properties that would best fit audience members’ individual housing needs. This was coupled with an extensive community outreach and engagement campaign as well as the launching and daily management of social media channels for each community.
Through a long-term engagement, Simpson Housing’s story was consistently developed and reinforced with local media and community groups. Ongoing monthly coverage included everything from a feature in The Tennessean that spotlighted SkyHouse’s virtual reality tours to a photo tour in local favorite neighborhood publication Nashville Guru and the Nashville Business Journal. Additionally, REED secured local coverage of new retail tenant announcements, coordinating between the businesses, Simpson Housing and media to craft stories that made sense for all parties involved.
Simpson Housing’s social media presence was also launched and grown in Nashville through a strategic growth strategy built around locally-curated, engaging content. Additionally, REED provided a local insider’s perspective for on-the-ground personnel to guide community activities, developing a campaign designed to get the Simpson Housing team in front of potential renters while drawing relevant groups into the door.