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.

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.

Google Business Profile listings are one of the most effective ways for businesses to be discovered and engaged with on Google. We’ve marketed for thousands of clients nationwide from apartment communities, senior living communities, student housing communities, and local businesses, and have seen first-hand how effective GBP listings are for local businesses.

Across a sample of 409 clients, we found that 28% of their website sessions came from GBP listings. These listings don’t only deliver more traffic than the typical organic search listings, they also deliver higher quality traffic. Website sessions coming from Google Business Profile listings convert 29% more than the average traffic source.

Google gives businesses plenty of opportunities to promote their company and improve their Google Business Profile, but most local businesses don’t take advantage of them or don’t know they exist. In this blog post, we’ll explain how Google determines which listing to show to searchers, how you can use GBP posts to drive local search traffic to your website, and how you can use GBP to convert searchers into leads.

How to Rank Higher for Local Google Searches

While Google takes the searcher’s location into account when they present local search results, the searcher’s proximity to your business location doesn’t guarantee your listing will be presented prominently, or at all. Google considers more than your location and the type of business you have when presenting local search results.

What Google Recommends

According to Google, “Local results are based primarily on relevance, distance, and prominence.”

Google states that businesses can improve relevance by including complete and detailed business information in their Google Business Profile listing.

When it comes to prominence, Google says it pulls in “information that Google has about a business from across the web (like links, articles, and directories)”, your “Google review count and score”, and “your position in web results”.

Aside from filling out your profile, the other action items Google recommends are difficult to measure, and not entirely in your businesses’ control.

What Industry Experts Suggest

Last year, Moz put together an industry study to understand the signals that make up Google Business Profile listings and found that behavior signals like click-through rate, mobile click-to-call, check-ins, scrolling through the listing, and clicking on posts all play a role in signaling to Google that a listing should be presented in local search pack results. While the study found that things like the completeness of the profile, positive reviews, and the relevance of the listing’s category all mattered to local results, the most actionable strategy the experts recommended is to take an active role in updating your GBP profile with posts.

According to Moz, the number of posts a business publishes on their Google Business Profile is one of the top 30 difference-making factors businesses can use to stand out and rank higher in local searches.

At the end of the day, updating your Google Business Profile with posts proves to Google that you are actively maintaining your listing and are more likely to keep users engaged on Google.

What Are Google Business Profile Posts?

GBP posts are short updates you can publish from your Google Business Profile. They look like a post on a typical social media profile and expire after one week.

There are a few different types of posts businesses can choose from: update, event and offer posts.

Update Posts

The most commonly used post format is the updates or “What’s New” format. This post format allows you to submit a headline, image or video, description and call to action linking to the landing page of your choice. This type of post can be adapted to suit anything your business is looking to promote.

Event Posts

Event posts let you submit a photo or video, event title, event start and end date/time, an event description, and a call to action button with the landing page of your choice.

Offer Posts

Offer posts let you add an image or video, an offer title, the promotion start and end date, a description for offer details, a coupon code, a link to redeem an offer, and the terms and conditions of your offer. The start and end dates are especially helpful for businesses running promotions that only last a few days.

Where Do Google Business Profile Posts Show Up?

When someone searches locally for a business in your category or for your brand, your Google listing can show up in the local search panel on mobile and desktop, in the map view of Google Maps, and in the local finder view. Your weekly posts show up inside your listing underneath your call to action buttons on mobile and under your company description on desktop. Only the most recent week’s posts will show up in your listing on desktop. Older posts live on inside a “view all” button on your listing and can be accessed on desktop and mobile.

How to Get More Leads From Your GBP Posts

While GBP posts are a great way to engage searchers in the market for your business, the experience that you direct a prospect to once they click on your GBP post is just as critical as the post itself. Every GBP post in Google comes with a range of call-to-action buttons and the ability to add custom links. Each of these links gives your business the opportunity to do two things, track the success of your Google Business Profile using UTM tags and provide prospects with a compelling call to action when they land on your site.

Apartment communities with the goal of scheduling tours will see better results if they link to a self-scheduling tool like Schedule Genie when someone clicks on a post or the “schedule appointment” button on their GBP profile. Dealerships running a weekend sale can publish an offer post that links to a tool that lets prospects claim the offer on their website. Providing prospects who engage with your Google Business Profile with interactive lead gen tools once they land on your site can boost your lead conversion rates and help you identify how effective your profile is at generating leads.

Google Business Profile Posting Made Easy

If you know Google Business Profile posts are something your business needs to do, but you don’t have the time or creativity to post to Google every single week, check out our new Google Business Profile posting service, GBP Accelerator. Our team of digital marketing experts will post to your profile twice a week and track your results. If you are looking to get more out of your Google Business Profile with deep links to self-scheduling or promo claiming tools, give The Conversion Cloud a try.

The post Drive Local Traffic to Your Business With Google Business Profile Posts appeared first on Conversion Logix.