I know I don’t write often, but when I do I prefer to write awesome. What I have been witnessing from an apartment marketing standpoint in the last couple of days have been awesome. This is a story about The Irvine Company, Los Olivos community and the Veturis sisters
So let me introduce you to Haley Veturis, Rochelle Veturis, and Chelsey Veturis. I follow them both on Twitter and Instagram. I was noticing pictures being posted on Instagram with the hashtag #losolivossisteract. At first, I thought this was a nice little family reunion celebrating moving into a new apartment community that just looks amazing. I asked Rochelle on Instagram whether or not the property management company knew about all of the publicity they were getting. Her reply was: Actually they do! They’re hosting my sisters and I for one special week.
Now it was all coming together for me. This is my first time seeing apartment marketing go in such an amazing direction. As apartment
marketers we have raved and discussed marketing moments like when Scott Monty gave influential bloggers a Ford car and asked them to blog about their experience. The direction was unique. The results were fantastic. Now we see The Irvine Company harness the power of three awesome sisters who have a combined Twitter following of over 50,000 followers to help showcase the Los Olivos community. The icing on the cake was to have Ted Nguyen who has over 168,000 followers on Twitter and is very influential in the digital space be involved in the process and post about this in a Storify article. There were other influential folks there as well but I think you have grasped the point by now.
Hmmm…a step out of the traditional way of apartment marketing, to say the least. No boring conventional marketing here. A huge hat tip to The Irvine Company marketing and public relations department. Now I know this approach would not work for most levels of apartments out there, but for a luxury apartment community, this was pretty amazing. I look forward to hearing about the results of this campaign in the future. I am going to be drilling in to get some more details from the Veturis sisters with their thoughts on this event. With the few details I have, I just think this was an amazing use of harnessing the power of people and social media. Dig into the story, my friends. What’s your feedback? Is this apartment marketing awesomeness?
Written by Jonathan Saar
I follow the Veturis sisters and Ted Nguyen on Instagram and Twitter as well, and they always inspire me when it comes to business, social media, and relational strategies; the cool thing is that they may not even focus on those aspects – they are just being authentically themselves and being passionate. Something we can all learn and takeaway! Great article sharing the unconventional and relevant, Jonathan!
Paul good morning to you sir. They are a cool bunch of awesomeness for sure. Thanks so much for taking a moment to comment. It has been fun to follow this story.
Awesome post indeed, Jonathan! I am friends with the Veturis Sisters and Ted, and they are truly an inspiration to me and thousands of others around the world. I think this is one of the more brilliant marketing strategies I have seen recently. Involving Haley, Rochelle and Chelsey to not only live at the community but to Tweet, post, share about their experiences and what Los Olivos offers is genius! Well done Jonathan, Veturis sisters and Ted!!
John thanks so much for the feedback. I am super happy to have picked up on the campaign via Instagram. It just makes sense to steer away from push advertising when possible. There is so many benefits when we can harness the power of people. Let the voices be heard! I appreciate you taking the time to comment sir.
It’s interesting that I drive by the Los Olivos property frequently and was only slightly curious to know what was behind the giant wall. After seeing the sign appear, my curiosity was satisified. THEN- I started seeing the wave of twitter/facebook from the Veturis sisters and actually became not only aware but very interested. It’s a very attractive property and if I was in the apartment market I would be ALL OVER that place. The sisters are natural at this new marketing and are adored in Orange County and the social media world. Thanks for the blog Jonathan!
Thank you for taking a moment to share your thoughts! You have to love the positive power the digital world brings us in this day and age.
Such a great piece Jonathan. Thanks for following #LosOlivosSisterAct on our journey at Los Olivos. I hope you enjoyed it!
Thanks Haley ! I absolutely enjoyed it. Hopefully if everything works out I will be seeing you folks in June. Thanks for being a rock star!
Wow! I follow all of those Orange County superstars from way over here near Nashville, TN, but they did make me think about apartment marketing in a whole new way. I’m looking for apartments right now for my college age kids. Aside from the crazy realization that I’m getting OLD, I would love to see places showcased through social media like Los Olivos did.
Thanks Gina. I appreciate you taking the time to comment. That is why it was fun to write this piece. Out with the old and in with the new. Thanks again!
Jonathan: Thank you again, for the terrific piece you wrote. It was a pleasure to connect with you via Instagram – and then again, the following day, via Twitter. We are still in the midst of post-promotion for our 10-day adventure, but what I can tell you, is that we learned a lot and had a lot of fun in the meantime. Grateful to Irvine Company Apartment Communities for hosting us, and for the many other companies and brands who had a hand in making our stay special (Wood Ranch American Restaurant and Catering, Verizon Wireless Amphitheater Irvine, Las Brisas Restaurant, The Orange County Register, Paul Martin’s American Bistro Restaurant, My blow LA, Cucina Enoteca, and Casey’s Cupcakes, to name a few).
Can’t wait to follow-up with additional nuggets. Stay tuned, and thank you all for joining us on this #LosOlivosSisterAct.
Rochelle I am such a marketing nerd so when I started seeing your campaign I could barely contain myself!! I can’t wait to meet you and your sisters and get the full story. I know you are a busy lady soon to be Ma Ma so I greatly appreciate you taking the time to communicate! Take care!
Hi Jonathan!
I too belong to the Veturis/Nguyen fan club ;). I believe that this is truly the future of “pull” marketing rather than “push” as you mentioned. A natural and organic way to showcase a brand. Like you, I am fascinated to learn how the campaign went!
Warmly,
Danielle
Thank you Danielle! I love kindred spirits. Thanks for commenting and please keep in touch!
Great article, Jonathan, and I’m so happy to now know of the Veturis sisters! I’ll be very interested to see the overall results of the campaign. Thanks for continuing to display marketing nuggets of awesomeness!
Anytime Jen! You know this kind of stuff gets me so excited! Talk to you soon.
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