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SENECA
LIVING
SENECA
LIVING
Strategy
Research
/2023
Strategy for complete asset
turnaround
Seneca at Southern Highlands is a luxury gated rental home community in Las Vegas, comprising 50 high-end homes with premium finishes and innovative features such as Tesla solar and battery charging, floor-to-ceiling windows, and unmatched views of the Las Vegas Strip. The community offers lifestyle amenities like an outdoor pool area, sauna, and a community garden with harvesting services.
Despite its incredible product offering, the community faced the challenge of positioning itself to justify the higher price point. The homes were of exceptional quality, but the real challenge lay in communicating this value and ensuring the right type of tenants were attracted—those who would appreciate the luxury and exclusivity and be willing to pay a premium for it.
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The ownership group needed to solve two key issues:
- Internalize property management to enhance the tenant experience and align operations with Seneca's brand principles, ensuring a bespoke management model rather than relying on large-scale external property managers.
- Streamline lead generation and leasing to ensure that inquiries were addressed promptly and effectively, in a way that matched the luxury offering and attracted the top 1% of the population who would be willing to pay the higher rent.
- The objectives were to.
- Refine the property management experience and align it with the luxury and hospitality standards of the Seneca brand.
- Improve lead conversion by creating targeted marketing campaigns, leveraging AI-driven creatives and enhancing customer service at every touchpoint.
92%
tenant satisfaction, driven by personalized property management.
30%
Increase in lead conversion through tailored funnel strategies.
100%
lease-up with zero missed opportunities.
50%
faster lead generation and AI-powered creatives.
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We approached Seneca at Southern Highlands as a premium product repositioning, integrating bespoke property management with high-end marketing to drive both tenant satisfaction and leasing velocity.Property Management Overhaul
- Internalized property management, transitioning away from large-scale external managers to a tailored, high-touch approach that reflected Seneca’s luxury standards.
- Applied property management principles and best practices, focusing on personalized services, immediate response times, and hospitality-driven care for residents.
- Introduced VIP resident services including concierge support, community-building events, and high-level customer care, all tailored to meet the needs of high-net-worth individuals.
Lead Generation & Leasing Optimization
- Developed and launched AI-powered creatives, which allowed us to quickly test new designs and messages, optimizing campaigns in real-time for maximum engagement.
- Designed and executed ground-up lead generation campaigns on Meta and the Google Network, targeting affluent individuals who aligned with the top 1% income bracket.
- Created custom landing pages that highlighted the luxury features and unique selling points of Seneca at Southern Highlands, including premium finishes, environmentally friendly features, and exclusive community amenities.
- Implemented a robust call flow and leasing protocols, ensuring no missed opportunities and a quick turnaround for all inquiries, providing potential tenants with fast, high-level service.
- Introduced funnel strategies to qualify leads quickly, ensuring that only the most qualified prospects moved forward in the leasing process.
In just 6 months, Seneca at Southern Highlands became a high-demand luxury rental property.
- 100% lease-up with zero missed opportunities.
- 50% faster leasing thanks to streamlined lead generation and AI-powered creatives.
- 30% increase in lead conversion through tailored funnel strategies.
- 92% tenant satisfaction, driven by personalized property management.
Seneca is now a top choice for affluent residents in Las Vegas, showcasing exceptional quality and service.
