A Case Study of Cost per Acquisition Reduction

Holland Partner Group hired Two Octobers to manage their digital campaigns because of two main problems: 1) Too many unoccupied units and 2) the cost to acquire new tenants was not efficient nor effective. A large portion of Holland’s marketing budget was being wasted. Two Octobers was retained to drive efficiency, set up meaningful reporting, rapidly increase multi-location visibility and expand the strategy beyond low-funnel tactics. Our strategy was to target and retarget prospects along the customer journey, using engagement as a feedback metric to continuously improve targeting and results. Tactics included:

• Testing high-funnel tactics like social and display
• Cross-property remarketing
• Using remarketing lists for search to stay in front of prospects throughout the research process
• Continuous audience testing and expansion based on engagement

We were able to scale this approach across dozens of markets by creating a well-defined, repeatable process, augmented by automation wherever possible.