DECEMBER 5, 2023 – ST. LOUIS, MO – Keeley Properties is proud to announce its acceptance of the Multifamily Innovation Award in Advertising & Marketing for Marlowe, a luxury apartment residence in the Central West End neighborhood of St. Louis, MO. Keeley Properties proudly manages the Marlowe in-house, bringing residents a true “White Glove” living experience. The 205-unit building was designed with best practices gleaned from delivering four nearby projects and customized to incorporate extensive market/submarket knowledge, neighborhood architectural and community context, and a demographic audience into a program that is most appropriate for the site.
Branding was central to the community experience as well as the marketing of the project. The Keeley Properties team thoughtfully developed the Marlowe branding and immersed the brand into every touchpoint. The lease-up strategy centered around the “Marlowe Founders Club”, only available to the first residents who received special pre-opening pricing, complimentary and reduced fees, one-of-a-kind swag, and access to exclusive events. Within the marketing & leasing program, video was heavily utilized to showcase the property’s bespoke design and elevated experience. The team rallied around the tagline, “Your Story Lives Here”, to create a robust video campaign, illustrating the idea that each resident’s story lived at Marlowe. The integrated marketing & leasing team brought innovative ideas to storyboarding, concepting, and planning, collaborated with residents to film and produce the video, and strategized on the best timing and channels for brand awareness and lead generation.
“The best part about this award is that every single person on Keeley's in-house marketing team and on Marlowe's property management team—that’s 20 Keeley'ns—had a hand in making our “Your Story Lives Here” campaign,” said Maggie St. Geme, Vice President of Marketing & Communications. “It was a true collaborative effort between marketing and leasing. At Keeley we call that “The Power of One”. We can be more innovative and execute on creative approaches and solutions when we are aligned and value what each contributor adds to the project.”
Vice President of Property Management Julie Panagos added, “I could not be prouder of our whole team for everything they accomplished during the construction, pre-leasing, and lease-up of Marlowe. Marlowe is truly a one-of-a-kind residence, and we are grateful to be just small part of our residents’ stories.”
Marlowe is a convergence of elegance and bravado. Continuous messaging has emphasized amenities, features, and services “only at Marlowe” to differentiate the resident experience—including a courtyard with pool and sun deck, speakeasy, golfing green, hearth room, first-of-its-kind flex office mezzanine, fully-equipped fitness studio, multifunction Italian windows & doors, LATCH smart access system, and the Keeley Properties professional onsite management & maintenance team.
“True luxury is more than just a nice place to live,” said Penny Wager, Community Marketing Manager. “It’s the exceptional design & construction, “White Glove” service, and everyday conveniences that set Marlowe apart.”
To learn more about the Marlowe, visit www.marlowestl.com.
About Keeley Properties
Keeley Properties is a real estate investment, development, and management firm focused on the multifamily, mixed use, office, and self storage sectors. Our integrated platform activates communities through the built environment and our focus on the customer experience. With a proven track record from predevelopment through stabilization and asset management, our team has expertise in financing, planning and site selection, brokerage, legal, acquisition, zoning, onboarding, and property management. Keeley Properties is powered by Keeley Companies, a family-owned enterprise of companies building communities across the country. One single source for investment, development, management, construction, and restoration.
Click here to learn more about the Multifamily Innovation Awards.