The creative needed to geographically targeted to reach the “Urban Accumulators”. They’re averse to marketing, and can’t be intimidated into buying a product. Instead, the message needed to engage renters when they’re thinking about their apartments by using non-threatening suggestions in media that encompasses their lifestyle. Vehicles including pizza boxes, phone kiosks, free apartment rental guides and US Postal Service welcome kits put the message in the hands of the target in a non-threatening manner.

After a three-year decline, applications increased 14% through the end of August, and were expected to increase to 17% by the end of the year. In addition, Policies in Force increased 1.3% through the end of August and were expected to increase to 2% by the end of the year.