Building Buzz:
How Rambler ATX
Built Trust with
Social Media
How do you get college students to actually watch educational leasing videos?
You make content that feels like it’s made for them—with strong hooks, authentic energy, and edits tailored to Gen Z attention spans. As Social Media Director, I led a four-month video content strategy designed to meet students where they were: TikTok, Instagram Reels, and YouTube Shorts.
We produced over 40 short-form videos, each intentionally mapped to the buyer’s journey—from brand awareness to decision-making. I oversaw performance in real time and worked with our content team to adapt as we learned what worked best across each platform.
The Results
40+ videos generated over 300,000+ views across platforms
High engagement rates: content was not just liked, but saved and shared
Students were using our content as a reference and sharing it with roommates, friends, and even parents
We built trust and created real influence during peak leasing season
Why it mattered
What made this campaign stand out was its tangible impact on leasing outcomes. 52% of signed leases came from students who never took an in-person tour—meaning their entire journey was digital, and much of it started with social.
By January 2023, Rambler had hit 95% pre-leased, far outpacing the local market (which was at 54%), and ultimately hit 100% pre-leased ahead of delivery.
The success of this pilot led to it being scaled across LV Collective’s entire student housing portfolio. In 2024, Rambler’s TikTok strategy was awarded Best Social Media Campaign at the Innovator Awards by Student Housing Business.
