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December 2012



Fall is a time when the leaves change color, the weather cools, we celebrate Thanksgiving… and we begin to prepare for the New Year. With the massive influx of apartments expected to hit the market in 2013, competition will be fierce.  Now is the time for you to take a hard look at your marketing efforts and implement the strategies and tactics needed to position your community in its best light.
Signage is still one of the biggest drivers of traffic – does yours need to be replaced or added to? Websites are the highest source of traffic – does your community website need to be revised with new photos, features, or copy?  How does your community website appear on mobile devices?  Now also is the time to check your web pages on How do your models and paths to the models look?
In this issue, you’ll read about some innovative marketing efforts made on behalf of our company, but don’t forget about the basics. Signs, websites and models need to be looked at with a fresh set of eyes this time of year. Spend properly and market effectively to keep Bozzuto at the leading-edge of multifamily housing in the Mid–Atlantic and beyond.


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Jenna Peroutka

I am pleased to introduce Jenna Peroutka as marketing coordinator for Bozzuto Management Company.  Most recently, Jenna has worked on next year’s budgets and media schedules, and has developed a pet program for our pet friendly properties called Bozzuto Barks. She recently completed a “Best Pets” Facebook photo contest, and has coordinated “Yappy” Hours at more than 50 Bozzuto properties.
Previously, Jenna served as a project manager/traffic coordinator for TBC Advertising, and she has also held marketing positions at companies such as DAP Products Inc. and the Maryland Transit Administration.
Please welcome Jenna to Bozzuto Management Company!


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BozzutoPalooza – Bozzuto Homes’ fall marketing campaign – has wrapped up, and due to integrated and comprehensive social media, public relations and advertising efforts, the results were tremendous.  But first, a quick recap of the campaign:
The program began in early October with a cocktail party at Shipley’s Grant that featured a launch of the new loft and rooftop terrace homes, as well as a dedication of the community’s entrance park and butterfly garden. Towson Green followed that with an afternoon “Green Expo” open house that featured several professionals discussing “green” living and the unique home features that save money and benefit the environment. Bozzuto Homes donated $10 to breast cancer awareness for every new prospect who visited Maple Lawn during our “pink weekends”.  It was a great time to announce the release of the sought-after final phase of the community also.
Uplands will have new model homes in early 2013, so the fall promotion encouraged prospects to register online to be the first to know about the model grand opening celebration. Uptown at Murray Hill, which just released its single family homes and has sold all of its townhomes and duplexes, encouraged visitors to the annual Annapolis boat shows to stop by the community for a tour.
Shipley’s Grant in particular enjoyed tremendous year-over-year results:  traffic increased 102%, registrations increased 128%, calls increased 48%, and the cocktail party to celebrate the new rooftop terrace floor plans and new rain/butterfly garden resulted in 33 new prospects.
Towson Green enjoyed terrific month-over-month results: traffic increased 75%, registrations increased 45%, and the Green Expo, in which five green experts spoke with our prospects, including the director of the Towson University environmental sciences department, resulted in 15 new prospects.   Lastly, Maple Lawn had a 41% year-over-year increase in traffic and registrations increased 15%.
Overall, the events were well received and provided an opportunity for awareness and buzz that can be difficult to achieve in our market – especially during the historically slow fall home buying season. Stay tuned for the next Bozzuto Homes campaign!

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A new apartment community located in the heart of Virginia’s Vienna cultural district, Halstead Square is a resort-styled community offering unsurpassed amenities such as “Playland”, an adult playground with outdoor movie pavilion, barbeque area, fireplace with lounge seating, and even a horseshoe pit. These impressive amenities have helped differentiate it from the competition, but equally important, Bozzuto’s marketing managers have gotten the word out about the community and its impressive features through persuasive prospect emails, well-attended events and comprehensive signage.

“Wine Down Wednesdays” is just one of the successful happy hour events planned to reach commuters mid-week. Marketing managers have also utilized sign spinners on the weekends and targeted flyers to drive traffic to open houses.

All of these efforts have helped the community achieve impressive success. The community’s first phase, The Rockwell, was stabilized in just 10 months. The two newest phases of Halstead Square, The Lotus, are 76.36% and 38.53% leased respectively, with 168 apartment homes in each. The Asian-inspired design and unmatched amenities of The Lotus, combined with successful marketing efforts, have made it a model property with continuing success.

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Bozzuto Construction recently held a training seminar on construction management for the members of the Housing Association of Non-Profit Developers (HAND). The day-long event was a great way to not only share important and valuable industry knowledge with a group of more than 50 non-profit developers, but also provided an opportunity to cross promote peers and partners with the inclusion of BCC architecture partners Urban Atlantic and KTGY Architecture in the seminar.

From creating the curriculum to sharing the stage, the HAND presentation not only allowed Bozzuto Construction to help its clients and prospective clients through professional development, but also positioned BCC executives as leaders on the topics of delivery methods, pre-construction, general contractor selection, scheduling and site utilization.

Kelly Cantley, director of business development for BCC, reports that it was a valuable event for an important community organization, which also provided a compelling marketing opportunity. She looks forward to identifying other chances to share BCC’s knowledge and relationships within the industry.

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Bozzuto’s most recent social media marketing campaign focused on showcasing the Bozzuto brand and growing its network on Pinterest, a rapidly growing social media site. The marketing team asked participants to create a virtual pinboard called “Bozzuto Brings You Home” and fill it with images that represent just what makes them feel at home.
Of the 81 entrants, one winner was chosen to receive a $250 home furnishing gift card. The winner, a resident of The Fitzgerald in Baltimore, referred her friends to The Fitzgerald via RentMineOnline shortly after winning the contest.

In total, 81 Pinterest users created pinboards titled “Bozzuto Brings You Home” with a link to on their personal Pinterest pages. These boards have a total of 5,037 followers. A combination of emails sent to residents and prospects as well as a direct link on Pinterest resulted in a total of 4,923 website visits. The goal was of doubling the following of Bozzuto’s Pinterest account was quickly achieved with a 308% increase in followers. In total, the Pinterest campaign generated 26 phone calls, five active leads, and one lease.

We’re always looking for new ideas, so feel free to contact our social media marketing specialist, Jessica Itzel, at with yours!


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