104% Lead Growth from Multi-Channel Campaign

The Situation

An apartment community located in Reno, Nevada, was 84.8% leased in July and anticipated occupancy dropping 5% heading into the fall.

They launched a Paid Search campaign with Conversion Logix® to increase traffic and drive demand for their newly renovated units.

The community saw an increase in website traffic by the end of August, but still experienced a 3% drop in occupancy from July. The marketing team turned to Conversion Logix to build a more robust media campaign.

The Solution

The Conversion Logix team launched a Paid Social and Display Retargeting awareness campaign to increase the community’s prospect pool.

The addition of these two campaigns had a dramatic impact on the community’s online traffic and onsite leasing results. Within one month of the combined awareness and search campaign, the site increased leased occupancy by 7% from August. The campaign also tripled the volume of new site visitors and doubled lead volume from July.

The Strategy

Paid search is great for capitalizing on demand in the search engine, but what do you do when demand slows down? By introducing Social and Display campaigns, we were able to build awareness for this community, which ultimately led to an uptick in organic and paid search traffic in addition to direct campaign traffic.

Search Strategy

The community started their campaign with Paid Search in July before incorporating awareness strategies in September. Once the community launched a comprehensive campaign, their search traffic increased substantially. Paid Search ad clicks increased 39% from August to September, with some of the largest increases attributed to brand searches. Additionally, organic search sessions increased by 15% during the same period.

Social Strategy

Our team launched a Facebook and Instagram ad campaign promoting the community’s latest offer and newly renovated apartments. The ads increased the community’s prospect pool, generating 16,495 impressions and 763 clicks one month after launch.

Display Strategy

Conversion Logix ad specialists re-engaged website visitors with retargeting banner ads. This helped the community remain top-of-mind, driving previous website visitors back to the community’s site. The retargeting ads generated 30,439 impressions, 53 direct clicks, and 193 post-view website sessions within one month after launch.