Lease-Up in Olympia Leases 244 Units

The Situation

A marketing manager at one of the nation’s top 10 largest property management companies was tasked with developing a marketing strategy for a garden-style lease-up in Olympia, Washington. The 279-unit community was located in an area with high competition and needed a way to generate awareness and stand out online in a softening economic environment.

The Solution

The marketing manager partnered with Conversion Logix to develop and execute a multichannel advertising campaign to fill this lease-up’s leasing pipeline. From September 2022 to February 2024, we managed a full-funnel campaign leveraging Video Advertising across top social media channels, Connected TV, SEO, Paid Search, and Display networks. Within this time, the community reached 87% occupancy, with 72.76% of the occupancy growth occurring within the last 12 months. The property is currently on track to reach stabilization by May 2024.

The Strategy

Throughout the campaign, our team of digital marketing experts made recommendations to adjust the media mix and test out new channels to maximize our client’s ad spend and increase leasing activity. At the start of the campaign, we launched with a $4,499/mo media budget with the following marketing mix: Paid Search, Facebook & Instagram Feed Ads, Instagram Stories, Data-Driven Display, and Display Retargeting.

By 2023, we increased the budget to $6,550/mo and adapted the mix to include TikTok, YouTube, CLTV, Paid Search, SEO, Google Business Profile Accelerator, Data-Driven Display, and Display Retargeting.

Brand Awareness Strategy

We launched video marketing campaigns across TikTok, YouTube, Instagram Stories, and Connected TV advertising to help this property reach prospective residents in a competitive market. The topperforming video strategy was YouTube, which generated nearly 3M impressions and 24,145 new website visitors and resulted in 87 direct website conversions and 180 post-view website conversions. In addition to video advertising, we launched a Data-Driven Display campaign targeting in-market prospects in the local area, which generated 896,659 ad impressions.

Search Engine Marketing Strategy

To capitalize on the high-quality brand traffic flooding the property and win high-intent non-brand local search traffic, we launched a three-pronged SEM strategy: Paid Search, off-site SEO, and Google Business Profile Accelerator. This approach generated 12,808 organic search sessions throughout the life of the campaign, 18,348 Google Business Profile views, and 14,735 Paid Search ad clicks.

Upon deploying our Ad Automation solution, we were able to sync this property’s CRM with our internal campaign management system to make faster changes to floorplan focuses and pricing in Paid Search ads. This enabled us to dominate local search results and drive highquality traffic to the community.

Retargeting Strategy

We created a multichannel retargeting campaign to re-engage prospects throughout their leasing journey. Our operations team leveraged tracking pixels to deliver ads to previous website visitors across Facebook, Instagram, YouTube, and Display networks, which increased the volume of returning website visitors and ensured the community remained in prospects’ consideration set.