{"id":13184,"date":"2022-09-14T19:50:57","date_gmt":"2022-09-14T19:50:57","guid":{"rendered":"https:\/\/conversionlogix.com\/?p=13184"},"modified":"2023-12-16T02:03:50","modified_gmt":"2023-12-16T02:03:50","slug":"portland-lease-up-attributes-100-leases-to-local-targeting-strategy","status":"publish","type":"post","link":"https:\/\/conversionlogix.com\/blog\/portland-lease-up-attributes-100-leases-to-local-targeting-strategy\/","title":{"rendered":"Portland Lease-Up Attributes 100 Leases to Local Targeting Strategy"},"content":{"rendered":"\n
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Casting a \u201cwide net\u201d 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. <\/p>\n\n\n\n

The secret to their success: investing in high-intent local traffic to maximize their budget and deliver qualified leads.<\/p>\n\n\n\n

In this case study, we\u2019ll 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.<\/p>\n\n\n\n

A Multichannel Local Marketing Strategy to Generate Leads<\/h2>\n\n\n\n

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<\/a> offered the best way to scale the community\u2019s reach within a short period. <\/p>\n\n\n\n

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\u2019s budget on local targeting strategies within a variety of channels to deliver multiple impressions to high-potential prospects.  <\/p>\n\n\n\n

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<\/a> and Google Business Profile Accelerator<\/a> services. <\/p>\n\n\n\n

The campaign generated 20,074 direct and post-view website sessions<\/strong>, proving the impact of a multichannel strategy. <\/p>\n\n\n\n

To ensure prospects remain engaged after visiting the site, we launched two applications (Spotlight<\/a> and Schedule Genie<\/a>) from our software suite, The Conversion Cloud\u00ae<\/a> to promote concessions and automate tour scheduling. This approach resulted in 567 leads. <\/strong>With access to the community\u2019s lead list and rent rolls, we were able to attribute 100 leases to the leads generated through The Conversion Cloud. <\/p>\n\n\n\n

The Advertising Strategy: A Detailed Look<\/h2>\n\n\n\n
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Search Strategy<\/h3>\n\n\n\n

Our search experts developed a Paid Search<\/a> campaign focused on local radius targeting and neighborhood keywords. The team also published weekly posts to the community\u2019s Google Business Profile<\/a> to increase the listing\u2019s visibility in local map searches. <\/p>\n<\/div><\/div>\n\n\n\n

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Display Strategy<\/h3>\n\n\n\n

The Conversion Logix media team drove brand awareness through Display banner ads<\/a> 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.<\/p>\n<\/div>

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Social Strategy<\/h3>\n\n\n\n

Our social team launched a Facebook and Instagram ad campaign<\/a> targeting local renters while promoting property photos, the community\u2019s location, and unique selling points.<\/p>\n<\/div><\/div>\n\n\n\n

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Converting Website Visitors into Leads: A Detailed Look <\/h2>\n\n\n\n

To convert high-intent prospects into leads and tours, we launched two lead generation applications through the Conversion Cloud on the community\u2019s website: Schedule Genie and Spotlight.<\/p>\n\n\n\n