Making the early 1900s hip again
How do you fill a new urban loft project in an extremely overcrowded market? We helped Harbach Lofts do just that with a new website, print materials, marketing strategy and social media campaign. Clever messaging and a well-designed responsive website reinforced the modern, urban vibe Harbach wanted to create.
At a Glance
First built in 1906 as a furniture factory and warehouse for L. Harbach & Sons Co. to manufacture parlor furniture couches and mattresses, the two buildings underwent a massive transformation in becoming 111 urban lofts. The developers had a spectacular vision for the project, wanting to create something focused on the lifestyle tastes of Gen Z and Yers as well as Millennials, but with enough universal appeal for Gen Xers yearning for urban living.
Our storytelling emphasized the unique design aspects of the project, underscoring its quality construction. Additionally, we continually reinforced Harbach’s closeness to downtown restaurants, parks, entertainment and just being a stone’s throw away from three converging bike trailheads. Harbach is also home to, St. Kilda, one of Des Moines’ hottest new restaurants.
How did we hit a social home run?
Help a beautiful building tell its story
We helped Harbach spring past a myriad of other downtown loft projects opening up about the same time through a combination of paid and unpaid social media efforts.
In our social posts, we highlighted unique amenities of the lofts using striking photos and video. Our job was much easier because of the amazing attention to detail of Kent Mauck and Davis Sanders, the talented developer duo who brought Harbach back to life. They beautifully restored the building with its historic character, which had lapsed over time, putting their unique, characteristic touch of eclectic design elements and pieces of unique Des Moines history.
Did it work? Unbelievably well. In their first 17 months of being open, the website produced over 700 tour requests and leasing inquiries.- truly remarkable for a project with 111 units. Other projects that came online around the same time (not done by us) generated fewer than a dozen leads for the same period.
Making a great first impression
You’ll remember the first time you walk into Harbach Lofts. A breathtaking mural emblazoned with Harbach’s logo mixed into the urban backdrop of Des Moines welcomes you. In addition to the mural, we designed a variety of graphics and signage for the building.
I don’t know if you can fall in love with an apartment through a website, but I think I just did!Actual submission from a website visitor