How we did it.

Sync 111

Real Estate

Email Marketing

Sync111 is a purpose-built, 222-unit luxury rental apartment building at 10312 111 Street NW in Edmonton's Oliver neighbourhood, steps from MacEwan University, the Ice District, Jasper Avenue, and the Brewery District. With studio, one-bedroom, one-bedroom plus den, and two-bedroom suites featuring quartz countertops, modern flat panel cabinetry, designer tile backsplashes, stainless steel appliances, and over 18,000 square feet of amenity space including a rooftop patio, residents lounge, fitness centre, and business centre, Sync111 positioned itself as a sanctuary in the city for Edmonton's urban renters. Blair and Co. designed and produced the email marketing campaign supporting the building's open house launch event, driving prospect registrations and first-month-free leasing inquiries during the critical early lease-up period.

A new rental building's first open house weekend is one of the most important marketing moments in the lease-up calendar. It is the event that converts weeks of prospect awareness into booked tours, completed applications, and signed leases. The email campaign needed to create urgency, communicate the full value of the Sync111 offering, and make the logistics of attending the open house as frictionless as possible for a prospect who had been following the building but had not yet committed to a visit. The campaign ran across two days, Friday April 21st from 11am to 5pm and Saturday April 22nd from noon to 5pm, with a first-month-rent-free incentive as the conversion driver. The email needed to do the same job a great leasing agent does in person: communicate the brand, sell the lifestyle, create a sense of occasion around the event, and give the prospect every reason to show up rather than defer.

Methodology

Blair and Co. designed the Sync111 open house email as a mobile-first communication that led with the event information, supported it with the lifestyle and amenity story, and closed with the leasing incentive and a clear call to action. The Sync111 brand palette of teal and white was used to make the open house header graphic immediately identifiable in an inbox preview, with bold typography and a suite lifestyle photograph giving the email both visual impact and product credibility above the fold. The email body copy was structured in short, scannable sections that moved a prospect through the event dates and times, the building highlights including the show suites and amenity spaces, the prize and complimentary snacks incentive for attending, and the first-month-rent-free leasing offer, in a logical sequence that built both interest and motivation to attend. The sync111.ca URL was carried at the close of the email for prospects who wanted to learn more or book outside the open house window.

Process

Blair and Co. developed the email design and copy from the Sync111 campaign brief, building the email within the brand standards established for the building and optimising the layout for mobile display given the high proportion of apartment rental search traffic arriving on phones. The open house header graphic was designed to function as a hero visual that communicated the event clearly in an inbox preview before the email was opened, ensuring maximum open rates from a prospect list that had already expressed interest in the building. Body copy was written to be direct and conversational in the tone appropriate for a young professional rental audience, with the incentive language kept specific and clear. The email was built and deployed to the Sync111 prospect database ahead of the open house weekend.

Outcome

The Sync111 open house email campaign supported the building’s launch leasing event, driving prospect attendance across both days of the open house weekend. The mobile-optimised design and clear event information reduced friction for prospects converting from email to booked tour, while the first-month-rent-free incentive gave the leasing team a strong conversation opener with every prospect who walked through the door. The email contributed to the lease-up momentum in the critical early occupancy period for a 222-unit purpose-built rental building entering the Edmonton Oliver market.

Skills Used

Email Marketing
Email Design
Mobile-Optimised Layout
Campaign Copywriting
Open House Event Campaign
Rental Leasing Marketing
Brand Application
Hero Graphic Design
Prospect List Communication
Call to Action Design
Leasing Incentive Positioning
Edmonton Rental Market Marketing

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