The Residences on The Avenue are changing-up how people live in DC. So we changed how apartments are marketed. Making use of the attention-grabbing construction effort (and playing into the attention-challenged modern audience) we filled construction signage with QR codes. Curious passersby only had to aim their phones at the codes and use an app that sent them straight to The Avenue’s website. And once at the website? Well, if you want to talk modern approach, this site combined blog posts and social media and 3D floor plan tours to grab the market by the collar and not let them go until they wanted nothing more than to live at The Avenue. But did it work? Let’s just say: The Avenue is changing something else, too. Expectations. What with its phenomenal conversion rate of 7.3% of leads and its success in reaching 36% leased in two months, averaging a colossal $4.07 a square foot on rents.