Bedrock
The Residences at Book Tower -
CX Strategy And Journey
Mapping
A world-class multifamily asset, Bedrock’s “The Residences at Book Tower” required a world-class leasing experience to support lease-up. Bedrock turned to BasedOn to help define, design, and support
Recognized as one of the world’s most significant historic renovations by leading home and design publishers, Bedrock’s “The Residences at Book Tower” is a category-defying multifamily asset. Bedrock sought to develop a leasing experience that was equally as category-defying. They applied human-centered best practices from luxury hospitality and bespoke retail with the speed and promptness of response from the best in online retailing. Bedrock turned to BasedOn, leaders in developing signature brands and experiences for high-profile hotels and private clubs, to create a one-of-a-kind leasing experience at Book Tower.
CX Competitive Assessment
BasedOn strategists identified competitive multifamily properties in the U.S. that they believed would be desirable to prospective residents. BasedOn also “secret shopped” “The Residences at Book Tower” and other competitive multifamily properties, mapping key points of contact, follow-up times, and methodologies. They then rated tour experiences, post-tour experiences, and post-tour communications. BasedOn summarized the results into a findings presentation, socialized findings with Bedrock leadership, and presented a roadmap and related timeline for the next steps.
Journey Workshop
Using the findings, presentation and feedback received as a guide, BasedOn strategists designed and facilitated a two-day CX Journey Workshop for Bedrock leasing and marketing leadership. During this workshop, BasedOn strategists helped Bedrock leadership define desired CX outcomes, key points of contact, and key tools and tactics needed to realize leasing outcomes.
CX Stretegy and CX Journey Map
BasedOn aggregated workshop materials, findings, and conclusions into a CX strategy and CX journey map document, delivered to Bedrock leadership. BasedOn incorporated leadership feedback and used the CX strategy and CX journey map as the basis for developing “The Residences at Book Tower” Residential Leasing Playbook and related training and templates, the final deliverable for this engagement.
CX Playbook and Leadership Training
BasedOn designed the “The Residences at Book Tower” Residential Leasing Playbook to be a friendly, approachable guide for leasing agents to use to create a consistent, personal, and bespoke customer experience. Our content strategists structured the CX playbook to guide leasing agents through key steps to nurture, convert, and further serve prospects. Our verbal designers drafted language to speak clearly to an internal audience, providing Bedrock leasing agents with a cohesive, confident, compelling, and welcoming voice to introduce “The Residences at Book Tower” to prospective residents.
As an appendix, BasedOn visual designers developed a series of custom email and text templates, inspired by rich letterhead, stamps, and seals for “The Residences at Book Tower” leasing agents to use for follow-up communications.
Through a series of standing weekly meetings, BasedOn strategists introduced various components of the “The Residences at Book Tower” Residential Leasing Playbook to Bedrock management, helping ensure the team applied the best practices set forth in the leasing playbook in a sequential, intentional manner.
Book Tower Brand Identity Developed by Bedrock
Photography Work Product of Bedrock
Summary
With the consistent, personalized approach outlined in the “The Residences at Book Tower” Residential Leasing Playbook as a guide, Bedrock leasing agents were positioned to successfully convert more leads into tours, more tours into leases, and more leases into move-ins while providing world-class service worthy of a world-renowned building.