Cost Per Acquisition for Holland Partner Group Reduced by 43%
The Challenge: Lease Up Apartments at a Lower Cost
Holland Partner Group, a national apartment management firm, hired Two Octobers to manage their digital campaigns because of two main problems: 1) Too many unoccupied units and (2) digital costs to acquire new tenants was not efficient or effective. A large portion of Holland’s marketing budget was being wasted.
Specifically, Two Octobers was retained to: drive efficiency, set up consistent goal tracking, rapidly increase multi-location visibility and to shift the strategy beyond low-funnel channel.
Two Octobers to the rescue — laser focused on driving down cost and increasing number of tenant applications.
Our strategy was multichannel test new targeting methods, factor in the unique challenges of Holland’s multi-location business and deploy out-of-the-box strategies like cross-property remarketing, broad keywords with remarketing, and building engaged user marketing lists.
Ultimately, over the course of 1 year, Two Octobers was able to:
- Drive down CPAs by 43%
- Increase consistency in site traffic
- Increase lead volume without increasing budget
- Improved search presence due to more comprehensive keyword coverage
- Improved visibility throughout the sales funnel
Bottom line: Two Octobers drove a large performance change in Holland’s business, made their marketing dollars work harder, and increased Holland’s presence in a competitive market to grab the attention of renters.