Seattle, March 25, 2024 – Conversion Logix, a pioneering force in the marketing and technology space, today announced the strategic acquisition of Bend.ai, setting a new course toward revolutionizing predictive leasing in the multifamily housing industry. This move marks a significant milestone in the industry’s evolution towards a more AI-driven approach, leveraging Bend.ai’s advanced technology to develop a groundbreaking predictive leasing platform.

At the heart of this acquisition is the vision to merge Bend.ai’s cutting-edge artificial intelligence capabilities with Conversion Logix’s deep marketing expertise. By combining advanced analytics, predictive modeling, and tailored marketing recommendations, Conversion Logix aims to address the budgeting and forecasting challenges facing property management companies today. 

Jeff Jobe, CEO of Conversion Logix, underscored the transformative potential of this merger, stating, “Our acquisition of Bend.ai is a game-changer for the industry. It propels us towards realizing our vision of building a predictive analytics solution that will not just forecast but shape the future of multifamily housing. With Bend.ai’s AI prowess integrated into our operations, we’re setting a new standard for innovation, efficiency, and client success in the market.”

The new software solution will anticipate property-level leasing trends and identify optimal marketing mixes and advertising budgets at scale. By leveraging these insights, property management companies will maximize acquisition costs across their portfolios with greater speed and precision, improving their net operating income.

Martin Stein, CTO and co-founder of Bend.ai, expressed his excitement about the opportunities this partnership unlocks: “Joining forces with Conversion Logix is a thrilling prospect. Our technology, combined with their market reach and expertise, promises to deliver exceptional value to the multifamily housing sector, driving forward a new era of AI-enabled predictive insights and strategies.”

Andrew Cederlind, President of Conversion Logix, highlighted the strategic importance of the acquisition, stating, “The future of multifamily housing is intelligent, predictive, and data-driven. Our acquisition of Bend.ai is a critical step towards becoming the industry leader in predictive leasing, providing our clients with advanced solutions that redefine the property marketing landscape.”

About Conversion Logix

Conversion Logix® is at the forefront of integrating marketing and technology in multifamily housing and senior living sectors. With a track record as a seven-time award winner on the Inc.5000 fastest-growing companies list, Conversion Logix is renowned for delivering innovative marketing solutions and best-in-class campaign management for leading property management companies nationwide.

About Bend.ai

Bend.ai stands out as a leading predictive and generative AI/ML startup, offering in-depth market research, generative AI tooling, marketing workflow modeling, and strategic product development guidance. Known for its commitment to advancing technological innovation, Bend.ai has earned a reputation for excellence and forward-thinking in the tech community.

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Conversion Logix announced today that real estate technology leader CJ Edmonds will be joining the company as its next chief revenue officer. With 25+ years of experience in SaaS company management and 13+ years of experience in real estate marketing and technology services, CJ is poised to bring deep expertise to Conversion Logix and their elite portfolio of property management clientele.

“We are thrilled to welcome CJ to our organization as our new Chief Revenue Officer. With decades of management experience in SaaS-based emerging technology companies, CJ brings a wealth of knowledge and a proven track record of success in leading innovative and customer-centric teams. At Conversion Logix, our clients rely on us to keep them on the cutting edge of the industry. CJ’s deep industry expertise combined with his commitment to delivering a high-touch consultative experience for clients makes him a perfect fit.,” states Conversion Logix President and COO Andrew Cederlind. 

One of the biggest waves hitting both the marketing and real estate industry is the emergence of AI. Conversion Logix has uniquely positioned itself to focus on Hybrid Intelligence, an approach to AI that combines the unique expertise of humans with the scalable and instantaneous nature of AI to keep their clients at the forefront of the industry. 

“I was very impressed with Conversion Logix’s incorporation of Hybrid Intelligence into their service offering,” says Edmonds. “Conversion Logix harnesses the value of AI and pairs it with their real estate marketing expertise to deliver qualified leads that become quality residents.”

The company has been developing an AI recommendation engine to provide their clients with campaign insights that leverage their expansive database of multifamily and senior living advertising campaigns and the over 1+ million customer journeys generated from their lead generation platform, The Conversion Cloud®. 

When we asked CJ what excites him most about joining the company, he said, “Conversion Logix is a success because of its team of experts and their relationships with their clients. They are not racing to optimize technology and margins at the expense of servicing their clients.” 

“Unlike many technology companies in the industry, they aren’t over-leveraged with debt, they don’t have to answer to venture capital and private equity demands and put profit and sales over people. They’ve remained one of the fastest-growing marketing companies in the nation for nearly a decade and poured those resources back into the company to deliver the highest caliber of service to their client base. I think this approach is a recipe for success, and am excited to take this already successful company to the next level.”

About Conversion Logix

Conversion Logix®, LLC provides digital marketing services and licenses lead generation software to industry leaders in the multifamily housing, senior living, automotive, and small business markets. Our hybrid intelligence platform and customer-first approach enable our clients to meet the demands of their business with speed and agility. Conversion Logix has been ranked on the Inc. 5000 seven years in a row and listed in Austin Business Journal’s Fast 50 Growing Companies. Conversion Logix is a Premier Google Partner, a Facebook Business Partner, and developed The Conversion Cloud®, a lead generation software suite that’s delivered over one million leads to businesses. Learn how Conversion Logix is transforming local business marketing at conversionlogix.com.

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Marketers can’t stop talking about how Artificial Intelligence (AI) is shaking up the industry. With the widespread adoption of ChatGPT and the race for organizations to showcase their use of AI in daily operations, it’s quickly become a topic of both excitement and concern. As we enter this new phase of marketing, you’re probably wondering what AI means for the future of marketing and what role human intelligence plays in the age of machine-led marketing. 

At Conversion Logix, we firmly believe the true potential for marketing excellence lies in Hybrid Intelligence, which combines the power of AI to streamline processes and scale marketing tasks with the invaluable knowledge and guidance of human expertise.

Here’s what we’ll cover in this blog: 

• So what exactly is Hybrid Intelligence?
• How We Use Hybrid Intelligence for Ad Optimization
• Leveraging AI in Analytics To Make Better Decisions 
• Why We’re Bullish on Hybrid Intelligence

Let’s dive into why Hybrid Intelligence is key to the future of marketing and how it can be applied in the housing industry.

So what exactly is Hybrid Intelligence?

It’s the intersection between the skills of AI and the skills of humans. Two forms of intelligence come together to form Hybrid Intelligence: 

Human-Augmented AI: When AI improves its capabilities based on human interaction, data observing humans, and human-guided decision-making. 

Augmented Human Intelligence: The enhancement of a human’s ability to reach conclusions or execute tasks due to the added processing ability and insights of AI.

Hybrid intelligence is based on the idea that humans have a unique and difficult-to-program form of intelligence known as tacit knowledge. Tacit knowledge represents the social, emotional, and contextual intelligence we possess that is difficult to define and teach others. While machines lack this form of knowledge, they excel over humans in activities like calculations, predictions, scaling, and rapid execution. 

Let’s take a look at a couple of real-world examples:

1. Content Recommendation Engines (Human-Augmented AI)

Human marketers play a critical role in curating and optimizing the initial content that trains the AI model, ensuring the AI accurately understands the brand’s voice, products, and target audience. Over time, the AI system continuously learns from user interactions and improves its recommendations based on human-curated data, resulting in more precise and relevant suggestions.

2. Predictive Analytics (Augmented Human Intelligence)

Marketers are leveraging AI algorithms to analyze large datasets and predict customer behavior, campaign performance, and market trends. With this augmented intelligence, marketers can make data-informed choices, allocate resources more effectively, and optimize their marketing strategies.

Understanding the differences between human and AI intelligence is critical to identifying the tasks best suited for humans and those best suited for machines. By acknowledging our unique skills and how they can work together, we can position ourselves to create the best possible collaboration between humans and machines in our organizations.

How We Use Hybrid Intelligence for Ad Optimization

Conversion Logix has always been at the forefront of ad technology in the multifamily and senior living industries. For years, we’ve utilized AI and machine learning to optimize campaigns for lead quality and implement ad updates with speed and precision.

As a Google Premier Partner, we’re one of the first agencies in the industry to receive Beta access to new tools and work closely with Google advisors to leverage new AI services in the Google Ads platform. We’ve implemented a range of strategies over the years, from Responsive Ads, Automated Bidding, and Automated Keyword Optimization. While these tools have been incredibly useful, all of these features have required some form of human ideation and optimization to be successful. 

Part of the magic of human-driven advertising lies in our ability to make decisions based on contextual information. Today, many AI solutions are effective at narrow focuses of intelligence; take, for example, automated bidding. 

• Google effectively increases the volume of conversions that come from campaigns by finding searchers who are likely to convert. 
• Google is less successful at determining the best types of conversions to optimize for based on a community’s website, business situation, and customer journey. 

Our team of experts intuitively understand human behavior, are in tune with our clients’ business objectives, and possess the creativity to think of new ways to collect and use data. By leaning into Hybrid Intelligence, Conversion Logix harnesses the value of AI and the expertise of our team to deliver qualified leads that convert to residents. 

Leveraging AI in Analytics To Make Better Decisions 

Another area where AI can help us develop augmented human intelligence is marketing analysis. Making data-driven decisions in marketing is becoming increasingly easier with AI insights and predictive analytics. 

With the introduction of Google Analytics 4, AI-driven features are helping marketers gain a deeper understanding of user behavior and website interactions. We can better track user journeys in a cookieless future through machine learning algorithms, providing valuable data on user demographics, interests, and preferences. 

We’ve gone beyond the widely-available industry tools to build an AI-based recommendation engine that gives our clients a competitive edge in a fast-paced industry. Our proprietary platform leverages data from thousands of our property marketing campaigns and lead journeys from over one million leads to deliver automated campaign insights and recommendations. This empowers our marketing experts to make decisions with speed and precision from deep AI insights.

AI-powered analytics gives our team the ability to forecast trends and identify opportunities to optimize marketing strategies for better outcomes.

Why We’re Bullish on Hybrid Intelligence

At Conversion Logix, we’re excited to explore how AI can help us provide cutting-edge campaigns for our clients. Rather than imagining a world where machines replace humans, we believe it’s more likely that we will see humans and AI work together to enhance each other’s unique capabilities. As impressive as AI is, human marketers who possess the ability to ideate and understand emotion-based decision-making will still be needed at the forefront to make decisions and guide technology to produce the right outcomes. 

Take Your Marketing to the Next Level

Interested in learning more about our advertising services that leverage Hybrid Intelligence? Contact us today for a personalized consultation, and we’ll explore how we can incorporate automation and AI into your marketing strategy.

The post Embracing Hybrid Intelligence: The Role of Human Expertise in an AI World appeared first on Conversion Logix.

In today’s competitive rental market, property management teams face significant pressure to maintain occupancy amidst a flighty renter base and uncertain economic conditions. Multifamily operators need innovative solutions to attract prospects and retain residents with real-time information while not burning out onsite teams. To enable property managers to meet these challenges, we’ve built an integration with property management technology provider Anyone Home to streamline lead management between platforms.

Now Conversion Logix clients leveraging The Conversion CloudⓇ to connect and convert website leads can seamlessly manage those leads in Anyone Home’s CRM, increasing lead response times. 

How This Integration Empowers Leasing Teams

Anyone Home users can harness the power of The Conversion Cloud to capture lead information and automate communication between prospects and communities, reducing the burden of onsite teams to provide instant responses during or after business hours.

“We are excited to partner with Conversion Logix,” said Immanuel Williams, Principal Product Manager at Anyone Home. “This collaboration allows us to combine our strengths and deliver an even more robust and transformative leasing experience to our clients. Together, multifamily operators can capture, nurture, and convert more leads with unparalleled reporting insights inside our single, comprehensive leasing platform.”

Additionally, Anyone Home users integrating with The Conversion Cloud have immediate access to new leads in their Anyone Home dashboard, giving onsite teams a head start on nurturing leads through the leasing journey. 

“Prospective renters today want a seamless, stress-free experience throughout the leasing journey. We’re excited to announce the integration of our lead generation software, The Conversion Cloud, with industry-leading CRM partner Anyone Home,” stated Andrew Cederlind, President and COO of Conversion Logix. “Now onsite teams can sync leads directly from The Conversion Cloud to Anyone Home’s lead management solutions, allowing them to personalize the prospect experience and convert more leads to leases.”

Benefits of Conversion Logix + Anyone Home:

• Continuous lead pipeline. The Conversion Cloud provides leasing teams the ability to connect with prospects 24/7 and automate lead capture to increase online conversions.
• Faster lead response times. Conversion Cloud users give prospective residents on-demand, real-time responses instantaneously through a range of applications, from virtual assistants to incentive offers. Our integration directly populates leads into the Anyone Home CRM dashboard, giving teams instant access to new lead information to provide faster follow-up experiences.
• Automated lead population. Free property managers from wasted time exporting files, cleaning data, and importing new contacts.
• Manage leads in one place. Prospect details from The Conversion Cloud live in your Rent Dynamics dashboard, giving you one spot to manage lead follow-up.

Get Started

Interested in syncing your Conversion Cloud leads with your Anyone Home’s CRM? Contact your Conversion Logix account manager to get started or schedule a call to learn more. 

Want to learn more about The Conversion Cloud? Visit this page for more information.

About Conversion Logix

Conversion Logix®, LLC provides digital marketing services and licenses lead generation software to industry leaders in the multifamily housing, senior living, automotive, and small business markets. Our people work across the industry sectors that drive and shape today’s small business marketplace. Conversion Logix has been ranked on the Inc. 5000 seven years in a row and listed in Austin Business Journal’s Fast 50 Growing Companies. Conversion Logix is a Premier Google Partner, a Facebook Business Partner, and developed The Conversion Cloud®, a lead generation software suite designed to help businesses generate more leads, appointments, and sales. Learn how Conversion Logix is transforming local business marketing at conversionlogix.com.

About Anyone Home

Anyone Home is the premier software and labor partner, delivering solutions to assist leasing teams in capturing, nurturing, and converting leads to happy residents. Serving over one million units nationwide, Anyone Home’s combined platform provides unmatched insight into the customer journey that results in actionable analytics. 

Solutions include Leasing CRM, Marketing Websites, Property Tours, Leasing Chatbot, Contact Center, and Leasing Call Analysis. For more information, visit anyonehome.com.

The post Conversion Logix Streamlines Lead Management With Anyone Home Integration appeared first on Conversion Logix.

Winning over high-quality leads in today’s crowded digital marketplace takes a tremendous amount of effort. A solid acquisition strategy is key to getting leads to your community; however, that’s only the first hurdle. To win the race, these precious leads must be nurtured with consistent and personalized emails so your community stays top-of-mind throughout the customer journey.

Conversion Logix has added new features to our lead nurturing application to make it faster, easier, and more effective for busy marketers to wring out every last drop of value from their lead generation efforts. With our latest update to Lead Nurturing in The Conversion Cloud^Ⓡ, we are enabling marketing and sales teams to reach more leads with greater customization and personalization. 

Let’s dive into all of the ways these new features make it easier for your team to deliver highly targeted experiences to potential customers at every stage of their journey.

What’s New

Greater Customization & Control

Lead Nurturing users can now choose between scheduling a one-time email blast or designing an automated email sequence that delivers a series of messages over a set time interval. The new email blast feature gives users the ability to send timely messages to a larger audience, which is perfect for promoting an upcoming event, a limited-time offer, or a “Now Leasing” message to a large prospect list. 

Send More Targeted Emails with More Personalization

With the new email blasts feature, users are now able to include leads from any application in The Conversion Cloud when building email blast audiences. Users can then segment these leads based on the answers prospects gave to the lead qualification questions. 

This opens up exciting targeting opportunities like sending an email about a newly available one-bedroom floorplan to a list of leads who’ve stated an interest in leasing a one-bedroom. Or promoting pet amenities to prospects who’ve already scheduled a tour of the property and indicated they have a pet.

Save Time With Automated List Building

Stop spending hours on your weekday downloading and merging Excel files to create a lead list for your email campaigns. With our new list builder, you can autogenerate email blast lists based on the application they converted from and easily expand your list to include prospects and leads outside of The Conversion Cloud with custom list imports. 

BYOL—Bring your own leads! Add lead lists from any source to scale the reach of your email lists with unlimited custom lead imports and list-building combinations. 

Streamline Your Email Reporting

Access and analyze email blast and drip campaign engagement with efficiency and ease within one centralized dashboard.

Leverage lead-level email engagement data right at your fingertips to facilitate personalized and timely communication between your onsite teams and your most valuable leads.

Get Started With Lead Nurturing

Our Lead Nurturing solution can help you establish brand trust, stay top-of-mind, and position your community as the obvious choice when your prospects are making a leasing decision. Read our last product announcement to learn more.

How to Get Access Lead Nurturing

• Lead Nurturing is available to all Conversion Cloud users with access to the Unlimited tier. To learn more about The Conversion Cloud service tiers, visit the overview page.
• Existing Unlimited users can start their first campaign by contacting their account manager for assistance.

The post Conversion Logix Unveils Exciting New Lead Nurturing Features to Reach More Leads appeared first on Conversion Logix.

Does the thought of quality leads “falling through the cracks” keep you up at night? You’ve worked diligently to craft creative, targeted campaigns that drive leads to your communities, but then what? 

Hardworking on-site teams are caught up in hundreds of tasks requiring their attention, making it impossible to connect with every prospect instantaneously. Yet, today’s prospects expect on-site teams to immediately follow up with personalized messages.  

To meet prospects’ needs and enable on-site teams to move leads through the leasing journey while juggling never-ending tasks, we’ve launched a set of lead nurturing features within our lead management platform, The Conversion Cloud®.

Now your team can automatically deliver personalized email and SMS content at scale during critical decision points in a prospect’s journey.

Build Fully Customized Sequenced Email and SMS Campaigns With New Lead Nurturing Features

Quickly design compelling campaigns, increase lead engagement, and move leads quickly through the customer journey with these complimentary features in The Conversion Cloud.

• Automatically add new leads to a drip campaign. Instantly and automatically add new leads from Spotlight or Schedule Genie to your lead nurturing campaign, ensuring valuable leads receive immediate and consistent communication from your brand.
• Leverage pre-built email and SMS templates to quickly launch new campaigns. Build an unlimited number of sequences from twelve pre-built templates based on popular industry messaging and critical decision points in the customer journey. From tour reminders, post-tour follow-up messages, event promotions, offer messages, and more, we have all the templates you need to bring your campaign to life in a matter of minutes. 
• Content customization. Fully customize your email copy, links, buttons, and imagery to match your brand and message. Quickly adjust related SMS copy and calls to action.
• Personalize your emails with personalization tags. Use first name personalization, company name personalization, and more to increase email engagement and simplify content creation.
• Centralized template library. Manage and edit all of your email and SMS confirmation messages and lead nurturing templates in one place.
• Centralized automation sequence library. Quickly access and edit your email and SMS automation sequences. 
• Adjust the time settings between email and text distribution. Change the length of time between automated email and SMS sends to what makes sense for your unique audience. 
• Email and SMS open and click reports. Determine the effectiveness of email and SMS campaigns with send, open, and click metrics.

Get Started With Lead Nurturing

All Conversion Cloud users receive complimentary access to Lead Nurturing! To become a Conversion Cloud customer, schedule a call to learn more about our full software suite. For current Conversion Cloud customers, learn how to set up your first campaign.

The post Conversion Logix® Launches Lead Nurturing appeared first on Conversion Logix.

Conversion Logix is excited to announce we’ve achieved the highest level of the Google Partners program, 2023 Premier Partner status. 

This month, Google recognized the achievements of top-performing digital marketing partners across the globe. Conversion Logix was one of a select group of companies to be designated as Premier Partners in the Google Partners program. This program is designed for advertising agencies and third parties that manage Google Ads accounts on behalf of other brands or businesses. Its mission is to empower companies by providing them with innovative tools, resources, and support to help their clients succeed and grow online.

“We are thrilled to be recognized for the tenth consecutive year as a Google Premier Partner,” said Andrew Cederlind, President and COO of Conversion Logix. “We’re honored to be in the top 3% of performing companies delivering cutting-edge digital marketing solutions. Our team of digital marketing experts is dedicated to providing clients with exceptional service and strategic campaign management to produce results that achieve their business goals.”

The Google Partners program underwent significant changes in 2022, including redefining what it means to be a Premier Partner, through advanced program requirements and offering Premier Partner benefits to promote growth and success with Google Ads. In 2023, the program continues to support its Premier Partners and their clients.

To achieve Premier Partner status, agencies must meet a set of requirements, including demonstrating proficiency in Google Ads, meeting Google Ads spend requirements, and delivering outstanding client performance. Conversion Logix has met these rigorous standards set by Google and has demonstrated exceptional performance in managing Google Ads campaigns.

“Congratulations to our Premier Partners for 2023. These companies are among the top 3% of Google Partners in their respective countries. It’s a true accomplishment, one that signals their leading expertise in Google Ads, in forging new client relationships, and in helping clients grow. We look forward to supporting them as they help their customers build smart online strategies and drive long-term success,” said Marcin Karnowski, Senior Director of Ads Marketing at Google.

This achievement means that Conversion Logix has access to exclusive Google resources, training, and support, which will enable us to further enhance our expertise and better serve you. We will continue to leverage our expertise and access to exclusive Google resources to deliver innovative and effective solutions for our clients that push the boundaries of digital marketing.

Conversion Logix is excited about the opportunities that lie ahead as we remain committed to staying at the forefront of the rapidly evolving digital marketing industry. Our Google Premier Partner status serves as a badge of honor that highlights their commitment to excellence and their dedication to delivering exceptional results for their clients.

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In anticipation of Google’s Universal Analytics platform sunsetting, we reached out to our experts at Conversion Logix, VP of Ad Operations Daniel Ekdahl, and our Campaign Performance Manager, Liam Keller, to give you an inside look at how our team is leveraging Google’s new analytics platform, GA4.

What industry trends set the stage for Google’s introduction of GA4? 

Danny: There are a couple of trends that have been prevalent in the industry for a long time that Universal Analytics started to address, but Google has pushed the boundaries further with GA4. 

We know internet users are switching devices from their mobile phones to their laptops and now to TVs with the adoption of smart TVs. Marketers have always found multichannel attribution to be challenging. Google is trying to help marketers with this by taking into account how a user encounters a brand across multiple devices while still maintaining privacy.

Liam: To elaborate on Danny’s point about privacy, it’s an interesting time right now in the marketing world because analytics is becoming privacy-centric, but at the same time, as an industry, we are trying to be more data-driven. We now understand cookies are eventually going away, and machine learning is being explored as a way to close that gap. 

A lot of the evolution we are seeing in Google Analytics really centers around those trends, understanding cross-device behavior and improving the way we capture data from mobile devices while giving users the anonymity and privacy they desire.

How is GA4 different from Universal Analytics?

Liam: GA4 is definitely more focused on understanding how people interact on a website. Comparatively, Universal Analytics was focused on understanding traffic volume and less granular methods of collecting user intent, like bounce rate and pages per session. In place of these types of volume metrics, GA4 provides more engagement metrics.

Danny: The biggest paradigm shift is the move from session-based to event-based analytics. Events are the star of GA4. In Universal Analytics, you had the ability to define goals (now called conversions in GA4), but in GA4, Google delineates further between events and conversions. Now advertisers are led to think about what actions are leading to other actions.

Liam: Especially when studying the purchase journeys we analyze for the multifamily housing and senior living industries, we know a user doesn’t just teleport to the end conversion [apply to lease an apartment or move a loved one to a senior living community]. There are micro-conversions that happen along the way, and Google is getting better at helping us track these smaller steps.

With these new metrics, what is your team using to evaluate campaigns?

Liam: Engagement rate and conversions are the main two metrics we look at when evaluating campaigns for clients. These action-focused metrics tell us whether prospects are engaging in ways that indicate they are interested in our clients. If these metrics are low for specific campaigns, then I would consider making changes to the campaign or moving the budget towards campaigns driving more engaged traffic.

Can you share an example of how you have used GA4’s new metrics or features to optimize campaigns?

Liam: One of the more exciting things we can do in GA4 is set up audiences (segments of users with similar website behavior) and port them into Google Ads campaigns. While audiences were available in Universal Analytics, in GA4, they’ve become more robust and easier to leverage for campaign optimization. Once added to the Google Ads platform, we can then target the users in these audiences and tailor our bidding strategy. We’ve tried this by modifying Google Ads bids based on their engagement with floor plan pages. This helped us bring high-intent users back to the client’s site, increasing conversions. 

Overall, Google is making it easier to optimize campaigns across their platforms with GA4 so advertisers can leverage tools from one platform into another, which is great news for advertisers. 

What new insights are available with GA4 that weren’t accessible with Universal Analytics?

Liam: Danny eluded earlier to the importance of understanding how users engage across multiple channels and platforms. In GA4, Google is getting better at tracking and reporting on multitouch attribution. We’ve always known how impactful top-of-the-funnel advertising campaigns like Facebook, TikTok, Instagram, Display, and YouTube are in driving high-converting prospects, but so much of that journey gets lost when we only focus on direct conversions. With GA4’s new multitouch reporting, we can now clearly see users taking four or five touches before converting, giving us a better reflection of how marketing actually works. It’s not a simple landscape by any means, and it’s nice to see the industry make progress toward understanding that.

What should marketers do to prepare for the sunset of Universal Analytics?

Danny: Most importantly, establish a GA4 property as soon as possible. Spend time learning how the new platform works and getting familiar with the new metrics and features to get the most out of the platform.

Google recently announced that they are now giving users a six-month window past the sunset date to extract and store Universal Analytics data. If you have a Universal Analytics account, I suggest looking into the best option for storing that data for your organization.

What can we expect from GA4 in the future?

Danny: The industry has been blaring the cookieless future siren for a while now. Google has been exploring alternatives to cookies. I’d expect more innovation from Google around privacy in the near future.

Liam: Predictive analysis is another area I see Google building upon in the years to come. While machine learning already makes up the backbone of GA4, I expect GA4’s predictive features to improve over time as the platform gathers more data. Right now, we can see cool things in GA4 like, “Google Ads was a part of 63% of user journeys for this account”. I see insights like these becoming more predictive as more data is collected. 

GA4 Resources to Keep You Ahead of the Curve 

New to GA4 and ready to learn more about it? Check out our four-part blog training series to help you get started. 

1. What is GA4? [Updated for 2023]
2. GA4 Essentials: What You Need to Know About GA4 [Updated for 2023]
3. GA4 Essentials: Interpreting New Metrics in GA4 [Updated for 2023]
4. GA4 Essentials: How to Set Up Conversions in GA4 [Updated for 2023]

Don’t miss our exclusive LinkedIn Live, Unlocking the Power of GA4: Best Practices from Google and Conversion Logix! Danny and Liam are teaming up with our agency advisors from Google to give you an inside look into the new GA4 platform.

The post Ahead of the Curve – GA4: The Next Frontier of Marketing Analytics appeared first on Conversion Logix.

Ready to be the most informed multifamily marketer in the room? Read our hot takes as we rate our level of excitement over this year’s industry trends.

Artificial Intelligence

Chat GPT is one of the hottest topics technology topics this year. The platform has garnered millions of users overnight and is changed the way all industries are looking at AI. If you have used the platform, it is impressive in its ability to adapt its speaking style and information to a user query, going beyond what we are used to seeing from Google search. While moving faster than ever, we still have a ways to go before AI is super effective in the apartment marketing space. 

We have seen platforms like Google and Meta use AI for years to target online users, place bids on behalf of advertisers, and optimize campaigns. However, we are still seeing the need for human oversight of AI and human intervention when new information is presented.

What you need to know:

• Chat GPT is making AI a more high-profile initiative for tech companies.
• AI is rapidly improving and becoming more helpful but still requires human intervention to course correct and provide timely information. 

Short-Form Video​​​​

New research from HubSpot reveals short-form video to be the most popular trend among marketers, with 90% of marketers planning to increase or maintain their investment in the content format in 2023.

The popularity of TikTok played a large role in the growth of short-term video consumption and still continues to offer a big opportunity for marketers in the years to come.

New in 2023, is the growth in short-form video outside of TikTok. YouTube, owned by Google’s parent company, Alphabet, reported a huge rise in the adoption of YouTube Shorts. In a recent earnings call, the CEO of Alphabet announced that YouTube Shorts has surpassed 50 billion daily views, up from 30 billion one year ago. The company also announced ad funding for creators developing YouTube Shorts on the platform at the start of the year. 

What you need to know:

• Test TikTok if you want to scale brand awareness in 2023. Apartment brands, particularly properties geared towards college students, are seeing impressive brand reach statistics and search engine traffic gains from TikTok Ads.
• YouTube Shorts is gaining massive popularity and will provide ad revenue to creators in 2023.

Local Search Marketing

Google Business Profile is still the most common way for renters to discover you in the search engine, making this a continual focus for property marketers. In addition to updating your profile regularly and filling in all the fields you are allotted, what else are multifamily marketers doing to dominate local search results? Focusing on the basics of authority-building SEO strategies that support all aspects of search engine marketing and making strategic investments in Google Ads. While it’s certainly not a new strategy for 2023, it’s a foundational strategy that comes up every year and supports your overall marketing efforts. 

What you need to know:

• Google Profile losing optimization is crucial to your local search strategy.
• Communities investing in awareness campaigns like social advertising should maintain a strong local search presence so prospective renters can find them in the search engine when they come back to search for the brand.

Floorplan Specific Ad Campaigns ​​

We’re seeing communities shift from focusing solely on brand campaigns and overall community attributes to developing segmented and targeted strategies around promoting specific floorplans. With ad automation in the mix, this is now happening in real time. Another way marketers are doing new things with this strategy is virtual tour video content by floorplan and incorporating that in ad campaigns and linking ads to special floorplan offers that appear on the site. 

What you need to know:

• Floorplan marketing is more agile than ever with ad automation. 
• Communities are creating more floorplan-specific videos and incorporating them in ads and follow-up links in emails.

Influencer Marketing

Influencer marketing, while popular in many B2C industries, has always been seen as hit or miss for the multifamily industry. We’re seeing a shift in focus from influencer marketing to UGC across all industries. While influencer marketing isn’t a top strategy we recommend, developing UGC content for video ads is something we are curious to explore with clients in 2023. We know prospective residents value authenticity, trust, and social proof in marketing. We just don’t see influencers as essential as a distribution channel. If you want to tap into the video creation side of outsourcing social media, we suggest looking for everyday people who can help you create new content while retaining control of the distribution through your own brand’s advertising channels.

What you need to know:

• Influencer marketing in multifamily is overrated.
• User-generated content that you can distribute across your own brand campaigns is trending.

Connected TV

Connected TV is a trend that all advertisers have been sleeping on. While traditional TV advertising has historically received a bad rap for being too expensive and vague in the way it targets and reports viewers, Connected TV advertising breaks these assumptions. These ad campaigns work more like Display ad campaigns than traditional TV and can enable you to target based on actual behavior and intent to rent. This channel tracks post-visits from people who saw an ad and then later searched and expands multifamily marketing beyond mobile, and provides cross-device opportunities to scale awareness. 

What you need to know:

• Young adults are streaming TV in addition to social media video consumption, and Connected TV advertising offers a path to reach them at scale.
• Increasing spend on Connected TV advertising has proven to have a significant impact on overall campaign performance.

Website Analytics Evolves ​​

All Google Analytics users will be forced to make the shift to Google Analytics 4 this year. With this new shift, we’ll see an increasing reliance on engagement metrics that look past bounce rate to judge the level of intent prospects have on your website. The new platform promises to deliver more mobile-focused website analytics and improves cross-device and platform tracking capabilities. They’ve also made new additions to multitouch attribution, filling in gaps with machine learning.

What You Need to Know:

• Website analytics will be more engagement-focused in 2023.
• Multitouch attribution is becoming a bigger topic as marketers seek to understand the impact of social media and video ad investments.

The post How We Rated 2023’s Multifamily Marketing Trends appeared first on Conversion Logix.

If you manage marketing initiatives for large-scale residential locations like apartments, senior living facilities, and student housing communities, you know how important yet challenging it can be to find and reach the right target audience for your brand.

Effective ad targeting can be a huge win for your team; reaching the best possible audience for each ad dollar spent can mean the difference between a profitable lead-generating campaign or a community with low traffic numbers struggling to convince lukewarm prospects to commit to a lease.

Today’s property management companies need reliable and strategic targeting capabilities that can account for the online and offline approach your target market is engaging in in a post-pandemic world.

To equip residential teams with this capability, we launched Precision Mobile Targeting (PMT) in 2018, a mobile advertising service that targets prospects as they visit a strategic mix of locations in a local area. This year we are excited to announce a new expansion to the service with PMT+. 

What’s New

PMT+ gives property management operators the ability to target prospects after they leave a target location, expanding the reach and effectiveness of their location-based targeting campaigns. The service operates like a retargeting campaign, but instead of serving ads after a prospect visits a website, it targets them after they visit a physical location.

Why Upgrade to PMT+

• Increase ad engagement. Conversion Logix clients using PMT+ experienced a 137% increase in CTR (click-through rates) on average compared to traditional PMT campaigns.
• Meet prospects where and when they will engage. Modern marketing requires meeting the prospect on their schedule. PMT+ expands the window of time you can market to your audience, increasing your chances of reaching prospects when they are most likely to engage with your brand.
• EHO-friendly hyper-targeting. Gain all of the benefits of strategic location targeting with none of the risks. Our team of digital marketing experts is trained to design EHO-friendly campaigns that convert.

Get Started With PMT+

If you are already a Conversion Logix client, you can launch your next PMT+ campaign within five business days. To add this strategy to your campaign, contact your Conversion Logix account manager.

New to Conversion Logix and interested in learning more about our PMT and PMT+ services? Visit this page to learn more or schedule a consultation with a strategic campaign advisor.

The post Conversion Logix® Expands Location-Based Targeting Service With PMT+ appeared first on Conversion Logix.