PROBLEM

The TLC brand has been well-established and widely respected within the city of Chicago for decades, but less so in the suburbs where demand for quality rental apartments was growing rapidly. With 8 properties and ongoing efforts to grow their portfolio outside the city limits, TLC had an immediate need to bolster its suburban brand presence and address the distinctive wants and needs of suburban renters.

SOLUTION

Working within the framework of TLC’s business and budget objectives, we designed and implemented a new “mobile-friendly” website template to accommodate the mobile-first browsing preferences of today’s apartment renters. Equally important, the new template structure allowed us to leverage TLC’s established core brand attributes while providing the flexibility to tell unique brand stories for each individual apartment property.

OUTCOME

Since our launch in (summer of 2020), TLC’s new suburban web presence has been an unqualified success, both strategically and operationally. Traffic is up at all existing properties, and the website design template has simplified the process of adding new properties to the mix. Moreover, new CMS and property management API integrations have greatly improved site management efficiencies for TLC’s marketing team.