The Morgan Group

The Morgan Group launched a new multi-family apartment strategy in 2013, which they branded as Pearl Apartments. Through discussions with senior management, we uncovered three primary objectives:

  1. Engage, retain, recruit current and potential investors
  2. Increase apartment pre-leasing before construction completion
  3. Drive residency in first three months after doors open

What we did

After analyzing the needs of the Morgan Group and researching current industry trends, we
recommended a multi-video engagement strategy to drive the intended results:

  • Emotional company history and executive introduction video for investor relations
  • Pearl Brand Overview highlighting amenities, locations, and design to increase pre-leasing
  • High-energy, connective individual apartment tour videos to drive residency

The effects

Morgan Group has rapidly grown Pearl brand and maintains year-over-year building capacity.

  • Pearl Greenway and Pearl Midtown opened and remain at capacity
  • The Morgan Group has funded nine additional Pearl Apartments
  • The Morgan Story video was the Grand Winner at the AIM Awards
  • Live Well at Pearl was the Grand Winner at the AIM Awards
  • The Morgan Story won the Bronze Telly at the Telly Marketing Awards

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