Objective

In July 2023, Denim Marketing started working with Jim Chapman Construction Group (JCCG) to build awareness for the build-to-rent (BTR) general contractor (GC) via public relations and the social media site LinkedIn. The overall goal was to create a robust presence for JCCG to build awareness for its turnkey BTR services with its target market: BTR investors and BTR developers.  

Strategy

To ensure LinkedIn success, Denim Marketing created content that could be shared on the JCCG LinkedIn page, as well as Jim Chapman’s personal LinkedIn.

Content focused on well-written, newsworthy press releases and the subsequent media coverage garnered, posts from Atlanta Real Estate Forum and posts updating JCCG’s product status. All content was first shared to the JCCG company LinkedIn page and then to Chapman’s personal page. At the same time, we worked to build a following for JCCG from the target audience to ensure the right people would see the content on LinkedIn.

Execution

Denim Marketing focused on creating a strategic approach to JCCG’s LinkedIn and public relations. Strategy meetings were held monthly with JCCG representatives to get project updates. Then, press releases were drafted and monthly social media content was created and approved by the JCCG team.

A variety of post types were used on LinkedIn including videos, project site maps, photos of people and project updates. The JCCG LinkedIn page was monitored for engagement opportunities on a daily basis.

Coverage Highlights

Notable media scores created during this time include CityBiz, Athens Banner-Herald, Yield Pro, Multifamily Biz, Savannah Business Journal, Metro Atlanta CEO, Atlanta Agent, Atlanta Business Chronicle, Atlanta Real Estate Forum, Marietta Daily Journal, Atlanta Journal-Constitution, Savannah CEO, Multifamily Pro+, Multifamily Press, CoStar, Calhoun Times, Catoosa Walker News, Chattanoogan, RE Business Online and Builders Club Atlanta.

JCCG received 124 articles in numerous publications from September 2023 to June 2024. This earned media worked to increase brand awareness for JCCG and its services and was a great source of stories for LinkedIn.

LinkedIn Results

In July 2023, the Jim Chapman Construction Group LinkedIn page was created, and through June 2024 it grew to 2,180 followers – an impressive increase over 11 months. During this same timeframe, Jim Chapman’s personal LinkedIn presence grew from 1,500 to 3,843 – a 156% increase. 

Actions by users taken on the JCCG LinkedIn were impressive during the time frame as well:

• Page Views: 5,628
• Unique Visitors 2,336
• Reactions: 4,317
• Comments: 152
• Reposts: 55

Traffic Generated: Organic social traffic from LinkedIn to the website averaged 458 visitors a month.

Overall Results

BTR General Contractor JCCG built awareness and garnered attention from several new BTR investors and developers during this time. There was a notable uptick in requests for bids as well as project work. LinkedIn provided a targeted avenue for reaching BTR investors and developers. This market would be hard to reach through traditional advertising methods, not to mention expensive. 

Read more about Jim Chapman Construction Group here.