RedPeak helps Denver residents become 'Locals' with Yext
‘As a local developer and property manager in Denver, we are in the business of location. A branding theme we focus on is, ‘Where Local is a state of mind,’ an idea that highlights our distinct commitment to the Colorado lifestyle and location. Home-seekers must be able to quickly determine where they are going based on what area they want to live in and have fast access to an accurate address and contact number for each of our offices. The Yext Knowledge Engine enables us to control all of that information from one place.’
Colorado-based RedPeak acquires, develops and manages apartments in the Denver metropolitan area. Holding a portfolio of more than 28 communities and managing over 2,500 apartments, its approach to creating distinctive living environments and producing positive financial results starts with identifying under-managed communities in desirable locations. RedPeak then invests in those communities in two ways: with capital, to obtain and improve the physical assets and with the efforts of first-rate property management teams who create friendly, cohesive communities.
“When we acquire a community, we’re committed to it,” states Kaitlin Harvey, Coordinator, Marketing and Training. “Our long-term ownership approach has proven time and again to be the best way to produce high-quality residential communities. This philosophy not only benefits our residents, it provides tremendous stability and growth opportunities for our team members and outstanding results for our business partners. The housing market in Denver is so crazy right now. It is a seller’s market these days, so more and more people are renting apartments instead of buying and our resident demographic spans all age groups. This is why it is so important that our contact information be easy to find and consistently up-to-date across the board.”
Harvey witnessed the shift in the way consumers search for available apartments firsthand. “I have been with RedPeak since 2013, though I have been working in real estate and luxury rentals for over ten years,” she says. “When I was working in New York City, years ago, the industry was super focused on print — people would gravitate toward ‘For Rent’ and ‘Apartment Guide’ magazines. It was live or die for your ad. I remember even, years ago, working on ads for flip magazines. Then everyone realised the prospect search was moving to a more mobile platform, where the data and information is in real time. Now that the apartment search is at our fingertips, RedPeak is highly focused on our mobile presence.”
In real estate, accurate location data is critical. As important as it is for prospective residents to like a building’s location when they see it, it is even more important that they are able to find the building in the first place. “Especially for a property manager and developer, physical location is the business we are in, and that is directly connected to the job that Yext performs so well for us,” Harvey explains. “It’s crucial to our prospective and current resident experience that our location data is correct everywhere and easily accessible in a quick Google search."
RedPeak signs up with Yext to control its online Digital Knowledge
Harvey manages all of RedPeak’s digital knowledge — including email addresses, phone numbers, photos, descriptions, videos and so forth — using the Yext Knowledge Engine. “That’s what people do these days — they Google what they need,” she says. “The fact that Yext partners with over 100 publishers, including Google, really solidified our choice in partnering with Yext.” Harvey adds, “The people at Yext have been awesome. I can always call anytime I have a question. They are really helpful.”
Yext’s real-time updates for each RedPeak location lend Harvey confidence and calm in her role at the central office. “Our listings are completely optimised,” she says. “Moreover, we just had an overhaul of what we call our UrbanLiving portfolio. We essentially split these offices into three sites instead of two. It was really important that our prospective and current residents know how to reach each new leasing office. Yext was huge in helping us communicate the most up-to-date address and phone number online. I knew that when people were googling ‘1044 Downing,’ they would be able to find the correct target number for that property, so we were able to start tracking phone calls and leasing apartments!” Thanks to Yext, managing the change to that portfolio was seamless.”