Full-Funnel Strategy Generates 400 Leads in South Carolina

The Situation

The 333-unit community in Rock Hill, South Carolina, aimed to maintain a consistent leasing pipeline to keep occupancy stabilized in the upper 90th percentile. This required a strategy centered on maintaining visibility and engagement with renters actively searching in the market. By prioritizing steady lead flow, the community was positioned to support ongoing leasing activity and long-term stability.

The Solution

Conversion Logix® implemented a comprehensive full-funnel digital strategy designed to capture new demand, re-engage interested prospects, and convert them into residents. By leveraging a strategic mix of high-intent Search advertising, targeted Social advertising, and advanced Retargeting, the campaign maximized visibility across key digital touchpoints.

Through this highly targeted, multi-channel strategy, the campaign generated a consistent pipeline of high-quality leads, enabling the community to maintain an exceptional 94–99% occupancy rate.

Results Breakdown

The $5,800 monthly advertising budget was strategically allocated as follows:

• 43% to Paid and Organic Search (Google Ads, SEO, Performance Max, and Google Business Profile)
• 40% to Brand Awareness (Demand Gen YouTube, Paid Social, Instagram Stories, and Data-Driven Display)
• 17% to Retargeting and Lead Conversion (Display Retargeting, Facebook and Instagram Retargeting, and The Conversion Cloud)

The Strategy

Paid Search Strategy

This community’s highly targeted and optimized Paid Search strategy outperformed the industry average in two key areas.

The campaign achieved:

• An 11.51% click-through rate (CTR), well above the 6.19% industry benchmark
• 272 tours at a $36 cost per tour
• An overall cost per lead of $17, significantly below the typical industry range of $40–$70+ per lead

The strategy focused on:

• A Performance Max campaign to build awareness among Rock Hill, SC renters across the Google network
• Brand and Non-brand keyword campaigns with local targeting ensured brand-related traffic wasn’t lost to competitors
• Neighborhood keyword searches within 15-20 mile radius around the property
• Keyword targeting for apartments in Rock Hill from searchers located within the broader U.S., the Rock Hill DMA, a 20-mile radius of the Rock Hill DMA, and the local Rock Hill area

Retargeting Strategy

To re-engage prospects who visited the community’s website early in their leasing journey, Conversion Logix deployed retargeting ads across Display, Facebook, and Instagram.

This strategy generated:

• 2.2 million impressions
• 1,047 conversions

This multichannel approach enabled the community to stay top of mind throughout their target market’s leasing journey.

Lead Generation Strategy

We deployed The Conversion Cloud to engage prospects with prompts such as “Take a Virtual Tour Now!” and “Where Home Feels Special!” while incorporating the Income Calculator to help qualify high-intent renters. This not only improved the website’s overall conversion rate but also filled the community’s leasing pipeline with pre-qualified leads.

Conversion Cloud Lead Attribution

• 189 Income Calculator Leads
• 152 Spotlight™ Leads
• 55 Schedule Genie® Tours