Tailored Digital Marketing Strategy Drives Nearly 20% Occupancy Growth

A multifamily community in Roswell, Georgia, was entering a period of strong population and job growth, creating increased demand from prospective renters. Despite favorable market conditions, the property wasn't capturing the available demand. Additionally, limited visibility across key digital channels resulted in low website traffic and fewer opportunities to convert prospective residents.

To capitalize on the local market opportunity and address their visibility issues, the property partnered with Conversion Logix to leverage our proprietary Unified Attribution model and reporting, which identifies the campaigns having the greatest impact. By reallocating budget toward the channels driving the strongest conversion paths and optimizing campaign performance, the community significantly expanded its reach and engagement over a three-month period.

Leveraging insights from Unified Attribution that uncovered the touchpoints to conversions, Conversion Logix shifted investment away from lower-performing retargeting efforts and toward Paid Search and Social Media, the channels most consistently influencing leasing conversions.

The strategy focused on increasing visibility earlier in the renter journey while giving Google's optimization tools enough data to improve campaign performance.

The impact was immediate.

Website traffic increased 156%, Paid Search impressions grew 190%, and website clicks climbed 218%, signaling a substantial increase in qualified renter interest.

Social Media also became a major driver of awareness. Impressions increased by 249% while clicks rose 213% through highly targeted Facebook, Instagram, and YouTube campaigns designed to reach renters actively searching within the market.

Together, Paid Search and Social Media created the property's strongest attribution pathway, generating more qualified engagement while supporting leasing performance. By June 2026, occupancy had reached 81%, representing nearly a 20% increase during the campaign period.

Paid Search

Paid Search served as the foundation for increasing visibility among qualified visitors.

With additional budget, Conversion Logix expanded keyword coverage, refined audience targeting, and optimized Performance Max. The increased campaign volume generated more conversion data, allowing Google's automated bidding and machine learning to continually improve performance.

Campaign refinements, including keyword additions and exclusions introduced in March, helped drive a 233% increase in visits to the leasing portal, demonstrating stronger purchase intent from prospective renters.

Overall, Paid Search generated an increase in:

• Website traffic - 156%
• Impressions - 190%
• Website clicks - 218%
• Leasing portal visits - 233%

Social Media

Social Media complemented Paid Search by building awareness with renters earlier in their apartment search.

Rather than running broad awareness campaigns, Conversion Logix focused the investment on Facebook and Instagram Dweller audiences, alongside YouTube video campaigns, to reach renters most likely to be actively searching for a new home.

Targeted messaging and audience segmentation helped dramatically expand visibility while driving higher engagement.

Results included an increase in:

• Social impressions - 249%
• Social clicks - 213%
• YouTube click-through rate - 150%
• YouTube impressions - 212%

Together, these channels followed the renter throughout their journey by keeping the property visible across multiple touchpoints before prospects converted.