Unifying Digital Presence Across a Diverse Portfolio
Repli Unifies Digital Presence for 60+ MSC Property Websites Using Dynamic Microsites
the overview.
In 2024, MSC partnered with Repli to consolidate their wide-ranging property portfolio, spanning diverse asset classes and housing types, onto one cohesive digital platform.
The result: a beautifully branded, fully integrated, and scalable website experience that empowers MSC’s teams while elevating the resident journey.
From unifying management and analytics to embracing a high-volume market like Charlottesville, VA, Repli didn’t just meet expectations, they transformed MSC’s digital landscape.
challenges & solutions.
MSC needed more than just a website. They needed a partner who could handle the complexity of multiple property types, all while aligning with their vision for a stronger corporate identity and localized charm.
Previous Pain Points
❌ Constant update requirements were not easy to implement
❌ Lack of integration with property management software
❌ Difficulty scaling with so many moving pieces
Dynamic Microsites, An Elevated Experience
With a portfolio as diverse as MSC’s, a one-size-fits-all website wouldn’t do. Repli delivered a microsite solution that brings both flexibility and finesse at scale. At the core of MSC’s new platform is a suite of dynamic microsites, individualized yet seamlessly connected digital spaces that bring each property to life.
More than just visually stunning, these microsites are functional powerhouses designed to drive results and grow with MSC’s portfolio.
Why Dynamic Microsites Stand Out
Stephen Colvin, Director of Digital Marketing & Communications at MSC says, “The dynamic microsites are definitely the most impressive part of our livewithmsc.com site. They look great and are easy to edit, integrate, and convert to reliable leads.”
Effortless Edits
MSC’s in-house team can quickly update images, content, pricing, and promotions without relying on developers, saving time and reducing bottlenecks.
Integrated Intelligence
Each microsite is directly tied to MSC’s property management software, meaning pricing and availability updates automatically. No more manual data entry or outdated listings.
Conversion-Ready
Strategic calls-to-action, lead forms, and clear navigation are purpose-built to guide users through the leasing journey, reducing friction and turning interest into signed leases.
Consistent Yet Custom
While every microsite reflects the overarching MSC brand, each one maintains the unique look, feel, and story of the individual property; giving users both clarity and connection.
the results.
Although newly launched, the feedback has been glowing. Internally, MSC’s team reports massive time savings and easier workflows. Externally, early resident engagement signals a smooth and satisfying leasing experience.
- Dynamic microsites allow quick edits and real-time updates.
- Seamless design elevates trust and professionalism.
- In-house marketing teams feel empowered and supported.
- Charlottesville market saw custom success where others had failed.
looking ahead.
“We're reviewing options from Repli to manage our PPC advertising. UVA plans to require more students to live on Grounds in 2027, so our marketing strategy will need to adjust,” says Stephen Colvin, Director of Digital Marketing & Communications at MSC.
“We're hopeful Repli will partner with us in this change and help us continue to be a market leader.”
MSC’s goal with Repli’s PPC campaigns?
Stay ahead of the market, keep operations effortless, strengthen acquisition, adapt to market shifts, and enhance lead-to-lease journeys.
customer feedback.
“No one else was willing to take on the complexities of our Charlottesville market; Repli didn’t flinch. Their willingness to customize, collaborate, and move fast has made them the best digital partner I’ve worked with in 15 years.
If your portfolio isn’t cookie-cutter, Repli is the provider who will meet you where you are and then build something better.”
Stephen Colvin
Director of Digital Marketing & Communications, MSC
from our team.
“Our collaboration with MSC highlights what’s possible when powerful technology meets a proactive team. The new student housing microsites don’t just look great, but they’ve enabled MSC to move faster, stay current, and lead the way in Charlottesville’s competitive UVA housing market. Their customized, easy-to-update approach is helping them stand out where others struggle.”
Ryan Altorfer
Head of Customer Experience, Repli
About Us.
Repli empowers property management companies with innovative, scalable, and high-performing website solutions. Our expertise in website development, SEO optimization, and seamless integrations helps clients dominate the digital market.
About Partnership.
MSC has been providing rental housing to the UVA population and Charlottesville, VA community since 1972. Their inventory of apartments, houses, townhomes, and duplexes for rent is the largest in Charlottesville and Central Virginia
Through their partnership with Repli, MSC was able to bring together their diverse portfolio of property types and elevate the UVA market's digital and resident experience.
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