Apartment Portfolio Drives 615 Leads Across Its Communities

The management company needed a property-specific marketing approach across communities that addressed its leasing goals, occupancy, and budgets. For lease-ups, there was a unique challenge: the team aimed to scale investment toward stabilization within three to four months, while remaining attentive to the cost of reaching that goal.

Campaign planning had to account for practical dependencies, including website and creative readiness, and platform access to set up tracking and overcome any limitations. Those details mattered when bringing new communities into the portfolio program.

Conversion Logix aligned campaign planning with each property's leasing stage and operational timeline. The portfolio's campaigns used paid search, social, YouTube, and display to reach prospective residents and bring them to community websites. Conversion Logix and the management company also accounted for opening dates, website readiness, and asset availability when planning new launches, including a newly opening community.

Each channel contributed to that broader effort:

• Paid search: 209,572 impressions and 16,608 clicks helped bring people from search results to the portfolio's community websites.
• Social: More than 1.8 million impressions and 33,289 clicks extended the communities' reach and brought prospective residents to their websites. Retargeting accounted for 446,351 (25%) of those impressions, keeping communities visible to people who had already engaged.
• YouTube: 928,811 impressions and 27,432 clicks gave communities another way to be discovered and drove additional website traffic.
• Display: More than 1.8 million impressions and 14,326 clicks expanded visibility across the portfolio and created another path to community websites.
• The Conversion Cloud: Spotlight captured 500 leads and Schedule Genie captured 115, turning website interest into direct opportunities for on-site leasing teams to follow up.

This approach gave the management company a consistent way to plan across the portfolio while allowing channel mix and spend to respond to each community's goals, budget, and readiness.

The campaigns generated 82,461 website sessions and introduced 69,367 new visitors to the portfolio's community websites during the six-month period. Visitors completed 2,806 campaign key events, and The Conversion Cloud recorded 615 leads through Spotlight and Schedule Genie.

The channel results show the breadth of the program. Social campaigns delivered more than 1.8 million impressions and 33,289 clicks. YouTube added 928,811 impressions and 27,432 clicks, while paid search recorded 16,608 clicks. These figures show how the portfolio reached prospective residents across several points in the renters’ journey.