Casting a “wide net” when marketing a lease-up may seem like the quickest way to reach your occupancy goals, but sometimes, narrowing the focus of your marketing efforts can yield better results. Recently, we partnered with a new development in Portland, Oregon, that had a below-average lease-up marketing budget but successfully hit full occupancy within twelve months. 

The secret to their success: investing in high-intent local traffic to maximize their budget and deliver qualified leads.

In this case study, we’ll walk you through the strategies our team activated to target local renters, build awareness, and generate enough leads to secure 100 leases within one year.

A Multichannel Local Marketing Strategy to Generate Leads

This community needed a strategic marketing campaign to fill a 286-unit lease-up with a moderate-sized media budget in Southeast Portland. Without a strong online presence in search engines or social channels, digital advertising offered the best way to scale the community’s reach within a short period. 

As with any lease-up, discoverability and brand awareness were critical to their success. To maximize their ability to be found and remembered, our team focused the client’s budget on local targeting strategies within a variety of channels to deliver multiple impressions to high-potential prospects.  

The Conversion Logix team drove brand awareness among apartment seekers through social and display advertising networks while capturing local search traffic through our Paid Search and Google Business Profile Accelerator services. 

The campaign generated 20,074 direct and post-view website sessions, proving the impact of a multichannel strategy. 

To ensure prospects remain engaged after visiting the site, we launched two applications (Spotlight and Schedule Genie) from our software suite, The Conversion Cloud® to promote concessions and automate tour scheduling. This approach resulted in 567 leads. With access to the community’s lead list and rent rolls, we were able to attribute 100 leases to the leads generated through The Conversion Cloud. 

The Advertising Strategy: A Detailed Look

Search Strategy

Our search experts developed a Paid Search campaign focused on local radius targeting and neighborhood keywords. The team also published weekly posts to the community’s Google Business Profile to increase the listing’s visibility in local map searches. 

Display Strategy

The Conversion Logix media team drove brand awareness through Display banner ads featuring the community location and images of the property. They paired this with a Display retargeting strategy that re-engaged previous website visitors to market to prospects throughout their leasing journey.

Social Strategy

Our social team launched a Facebook and Instagram ad campaign targeting local renters while promoting property photos, the community’s location, and unique selling points.

Converting Website Visitors into Leads: A Detailed Look 

To convert high-intent prospects into leads and tours, we launched two lead generation applications through the Conversion Cloud on the community’s website: Schedule Genie and Spotlight.

• Schedule Genie, a self-scheduling application to generate 305 tours
• Spotlight, a promotional application to highlight concessions adding, yielding 262 claimed offers

Key Takeaways

1. When facing a limited budget for a lease-up, search, social, display, and lead capture tools offer the best marketing mix. 
2. Campaigns targeting a local area drive conversions at a higher rate compared to regional or national targeting strategies.

Capitalizing on a multichannel strategy and incorporating lead-generating applications on your site can significantly increase your engagement and leads generated.

If you’re ready to adapt these strategies to your particular situation and accelerate your marketing, schedule a call with a campaign advisor today!

The post Portland Lease-Up Attributes 100 Leases to Local Targeting Strategy appeared first on Conversion Logix.

Today, we’re going to tell you how a San Jose lease-up community signed 48 leases in three months using an integrated digital advertising and lead generation strategy.

Over the past ten years, Conversion Logix has partnered with the nation’s biggest property management companies to generate leads, tours, and leases online. During this time, we’ve seen communities face the same challenges:

• Capturing the attention of apartment seekers in a competitive digital landscape
• Converting anonymous website visitors into high-intent leads 
• Nurturing prospects lower in the funnel
• Attributing leads to leases

In this case study, we’ll walk you through the steps we took to help a new property exceed their lead-to-lease targets and generate enough high-intent leads to sign 48 leases in three months.

An Integrated Strategy to Generate High-Intent Leads

Building awareness of a new community is the first step to helping a lease-up reach their occupancy goals. However, relying entirely on top-of-the-funnel marketing strategies can leave communities with a top-heavy approach that doesn’t translate to generating fast leasing results for onsite teams. Instead, the best lease-up strategies combine awareness-focused media campaigns with lower-of-the-funnel retargeting and leverage lead generation technology to engage leads throughout their leasing journey. This is exactly what we did to help the community in this case study.

To build awareness of the community and drive website traffic to the site, our media team ran a comprehensive advertising campaign across Google, Facebook, Instagram, Display, and YouTube.

The campaigns successfully captured attention driving 17,088 prospects to the community’s website.

We added three modules from our lead generation and attribution platform, The Conversion Cloud®, to the community’s website to engage prospects and collect their lead information. 

Our team diligently monitored and optimized the campaigns to achieve these results within three months:

• 3,895 website conversions 
• 383 high-intent leads
• Using the MatchBack feature in The Conversion Cloud, the community matched 48 of the leads to leases
• A 12.53% lead-to-lease conversion rate

The Advertising Strategy: A Detailed Look

Search Strategy

Out of all of the community’s marketing channels, search marketing drove the most website visitors to their site and converted the greatest number of prospects into leads. Our team of Google Ads specialists targeted non-brand, location-specific search terms, and brand search terms to ensure the community displayed at the top of the search engine results for relevant searches.

Display Awareness Strategy 

We designed a customized set of banner ads for the community’s Display campaign promoting their convenient location in San Jose and encouraging in-market prospects to visit the community’s website to schedule a tour.

Social Awareness Strategy

Our Paid Social team launched a Facebook Ads campaign targeting local apartment dwellers with a Facebook and Instagram feed ad and an Instagram Stories video ad. Throughout the social ad campaigns, the community promoted their specials, location, and a virtual tour video ad to help the community fill vacancies for a specific floor plan. 

Our video advertising team enhanced the community’s social awareness strategy through a YouTube ad campaign targeting apartment seekers who searched Google for apartments in the San Jose area. We weaved together a virtual tour video of the community with image assets of the property to bring the community to life at a time when apartment seekers were cautious about visiting in person, making viewers feel as if they are walking through the property.

Retargeting Strategy

To re-engage prospects who visited the community’s site early in their leasing journey, our advertising team nurtured interested prospects with retargeting ads across Display networks, Facebook, and Instagram. This ensured the community stayed top-of-mind throughout their prospects’ leasing journey, ultimately increasing the number of leads that converted into leases.

Converting Website Visitors into Leads: A Detailed Look 

The community’s lead generation strategy was critical to attributing marketing activities to leases. The Conversion Cloud modules made it easy for prospects to engage with the community and take action.

• Schedule Genie®: Real-time availability to schedule tours on the community’s website resulted in 227 tours.  37 of those tours went on to lease at the community. 
• Concession Manager: By promoting “Up to 8 Weeks Free” and “Take a 1-Bd Tour Now” in our promotion module, our team was able to capture lead information for 147 additional prospects, driving 18 leases. 
• Live Chat: Our 24/7 live chat agents converted 60 chat conversations into leads ultimately resulting in eight new leases. 

Three Key Takeaways

We hope you found value in learning how this lease-up leveraged digital advertising and lead generation technology to create a successful marketing strategy.

The post San Jose Lease-Up Attributes 48 Leases in Three Months to Integrated Lead Strategy appeared first on Conversion Logix.

Are you preparing for your next pitch with an ownership group? Whether you’re pitching your lease-up strategies for a new property, looking to expand your property portfolio, or are discussing budgets for your existing properties, these marketing stats will help your presentation pack more punch.

Paid Social Advertising Crushes Organic

Simply put, paid social advertising helps communities reach stabilization faster. Success on Facebook used to be measured by the number of Likes on a page, but that is no longer true. Today, the average organic reach of any post is just 6.4% of your total page likes. 

Be sure to use paid and organic social strategies in the right way. Use the detailed targeting options available on Facebook, Instagram, Messenger, and Facebook’s Audience Network to drive leads to a landing page with robust information about a community. Use organic social content to create social proof for prospective residents and remember that it doesn’t have the requisite reach to drive a high number of leads.

Apartment Seekers Watch Videos

It’s true: video content drives qualified traffic. Research has shown that companies boost online search traffic by 41% when they incorporate video into their marketing strategy. Add to this that 73% of US adults watch YouTube videos and 33% of all online activity is related to video consumption, and you see why video is a must-have for multifamily marketing. 

Conversion Investment Pays Off

Communities that invest in conversion tools and automation see a lift in conversion rates on their websites. Automated tour schedulers such as Schedule Genie can give communities a 57% lift in the number of tours scheduled. In addition, our research has found that communities using Concession Manager, another of our powerful conversion tools, see an average lift of 81% in leads. These numbers demonstrate that making the tools on your site more effective generates a higher marketing ROI.

Search is a Must-Win

Most apartment seekers begin their search online. And how do they start that search? Google. Communities have a lot of competition against ILS sites for organic search listings. A Paid Search campaign can help your community rise to the top of the search engine. Here’s why showing up in the top three positions in an apartment search is so important.

Paid search listings perform better than organic search listings when searchers have a high purchase intent. According to WordStream, “64% of people click in Google ads when they are looking to buy an item online”.

That makes search ads a must-win for your community.

Google Business Profiles Drive Qualified Traffic

Nearly 30% of apartment website traffic comes from Google Business Profile (GBP) listings. And, apartment seekers are 29% more likely to convert to a lead when they click to enter your website from a GBP search. This is why investing in your Google Business Profile and posting content regularly is an effective way to attract new leads and engage prospective tenants.

Live Chat Converts

When apartment seekers land on your community’s website, they are often there for only a short amount of time before they need answers to specific questions. One of the most effective ways to engage them is with chat tools like Live Chat (as opposed to chatbots, which provide responses to keyword prompts and can fall short). In fact, we’ve seen that nearly 80% of prospects convert into leads after engaging in chat.

Connecting with Generation C is Smart

Google calls today’s modern digital consumer Generation C and recognizes their devotion to creation, curation, connection, and community. While 80% of Millennials belong to Generation C, this is a mindset that is cross-generational. Together, Gen C influences more than half a trillion (yes, trillion) dollars in spending. They’re using digital media, social media, and online video every day (often for hours) and that’s where they are making their purchase decisions. For this reason, your strategy needs to rely on an effective, precise marketing mix that puts your community where members of Generation C are looking. 

Conversion Logix supercharges your multifamily marketing with lease-driven campaigns, powerful conversion tools, and industry-leading customer service. Since our founding in 2010, we have assembled a team with decades of industry experience and provided leases for hundreds of communities across the country.

The post 7 Marketing Stats for Your Next Pitch with Ownership Groups appeared first on Conversion Logix.