Forest City Residential Management - Building Portfolio Value
Using organic and paid search engine marketing to build net operating income and portfolio value.
Situation:
Forest City owns and manages more than 35,000 apartment units in 120 urban and suburban communities across the United States. Maintaining visibility for new rental prospects has become more difficult. Traditional vehicles are increasingly less effective and the constant evolution of online marketing tools makes campaign optimization more difficult.
Problem:
As new apartment properties are launched, building leads and visitor tour traffic is critical. And, maximizing continuity awareness after initial lease-up is important to provide a steady stream of prospective tenants. Finding the right combination of online marketing and digital asset management to engage and convert visitors is the primary imperative.
Solution:
An integrated SEO and Paid Search (PPC) program with elevated landing page and website optimization was developed and executed regionally. Website statistical performance and lead tracking was established to monitor results.
Results:
Lease-up timetables for new properties exceeded historical benchmarks. Additionally, occupancy levels for existing properties were improved as well as overall net operating income.
