‍Farmhouse Luxury Apartments
Multifamily Real Estate Marketing

Farmhouse Luxury Apartments is a luxury residential community in Murfreesboro, TN, where restyling the model unit became the creative anchor for a full brand and demand-generation overhaul.

Scope of Work
Brand Strategy & Positioning • Model Unit Interior Restyling & Staging • Multi-Channel Marketing Plan & Management • Website Design Direction • 3D Virtual Tour Production & Integration • Photography Direction • Paid Search Strategy & Optimization • Floor Plan Handout Design • Reputation Management • Quarterly Performance Reporting

Brand & Strategy — Model Unit + Website Relaunch

Embay Atelier led the physical restyling of the model apartment — selecting furniture, finishes, and layout to align the in-person experience with true luxury positioning — then carried that same point of view into a full website relaunch, directing photography, messaging, and 3D virtual tour integration to match.

• Restyled and staged the model unit to reflect the property's actual price point and target lifestyle
• Aligned brand positioning with business objectives to close the gap between asset quality and market perception
• Directed website relaunch strategy, messaging, and information architecture to clearly differentiate Farmhouse within its competitive set
• Integrated 3D virtual tours into the site experience to extend the model unit's elevated presentation to remote and pre-tour prospects

Content & Creative

• Directed the interior restyling of the model apartment, selecting furniture, finishes, and styling to elevate tour quality and conversion
• Commissioned and directed new professional photography to reflect the upgraded brand positioning
• Produced 3D virtual tours of the restyled model unit and directed their placement and functionality on-site
• Designed floor plan handouts to support leasing collateral
• Rewrote website messaging to clearly articulate value and differentiate from nearby competitors
• Rebuilt paid search strategy around high-intent renter behavior — refining keyword targeting, campaign structure, and budget allocation to reduce cost-per-click

Floor Plan Handouts

Key Outcomes

Creative that's accountable to performance: 94% average occupancy, 30% more leads YoY on 70% less paid search spend, tours up 39%, cost-per-lead down 70%, cost-per-lease down 64% — stabilization achieved within one year, with less spend, not more.