Pennrose builds and oversees apartment complexes and other buildings across the country. They were feeling beholden to listing websites such as apartment.com, and therefore not in full control of their success. They wanted to circumvent the hostage situation of such listing sites and reach prospects directly.
High profile apartment listing websites possess huge budgets to monopolize and dominate search engine results, and therefore have become the place where property management companies need to list their vacancies. They controll the game and their fees reflect that. Pennrose had dabbled with Google Ads but was ineffective at beating listing sites at their own game. Arc Intermedia had to find a new approach.
As Pennrose’s marketing VP put it, “We wanted to find a more effective and efficient way to manage our pay-per-click campaigns, especially with new, lease-up properties that require a large amount of customer traffic in a short period. Listing platforms in our industry provide the same services to our competitors, so we never felt we were getting customized services. We also needed an advertising approach that could quickly pivot to emphasize a particular unit size, type, or rent level.”
Arc assessed Pennrose’s previous efforts and immediately identified opportunities for improvement. We also analyzed other advertising opportunities, knowing the option existed to geo-target audiences near available properties. The next step was to build a plan of attack.
Pennrose’s extremely knowledgeable team provided critical information and quality assets that allowed Arc to create effective ads. The Arc and Pennrose teams also collaborated closely on property status changes, seasonal promotions, and the like.
The team immediately got to work, starting with a handful of properties as a test. Efforts included:
We monitored closely, analyzed deeply, and made data-driven adjustments when needed. Call tracking software with AI features to capture form submissions and live chat interactions helped us steer efforts with the two E’s: efficiently and effectively.
This approach allowed us to benefit from:
Arc worked with Pennrose to advertise timely promotions and updates from a “coming soon” property to a “now leasing” property. As apartments reached capacity, we moved to other at-need locations, maintaining a breakneck pace of success.
Pennrose’s marketing VP was thrilled. She noted that Arc allowed them to “expand the scope of our advertising…using Arc gives us great flexibility in implementation, timeframe for advertising, and responsiveness to specific messaging needs. We have better clarity on how our advertising is affecting traffic, applications, and other goals. We have shifted to increase our spend with this type of advertising rather than using other industry listing services.”
In other words, they finally got out from under the suffocating grasp of apartments.com and its brethren.
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