Client story: Nolan Living on SEO, PPC & visual media

Looking for some apartment marketing inspiration? We’ve got the perfect story for you — one that’s all about the power of a well-rounded strategy.

So, meet the star of the story: Nolan Living. This multifamily brand is setting the standard for marketing excellence, and we’re so excited to take you behind the scenes.

To get the full picture, we recently spoke with Tiffany Walsh, director of marketing at Nolan Living. She shared everything you’d want to know about the brand’s journey and successes since adopting professional SEO, PPC and visual media.

The data is really impressive (sneak peek … SEO and PPC helped Nolan Living generate over $16 million in rental income), and Tiffany’s interview is packed with can’t-miss takeaways.

Keep reading to see it all, or jump to the video version if that’s your jam.

About Nolan Living

Nolan Living is a real estate investment and management firm. With over 30 years of multifamily experience, the brand owns and operates a portfolio of 26 residential properties, totaling over 6,300 units across seven states.

The team’s mission is simple: Provide superior service and amenities to every resident.  

The story at a glance

With a diverse (and growing) portfolio, Nolan Living needed to enhance its marketing efforts. Teams lacked transparency into what drove results and what didn’t, so they sought help from reliable experts with a track record of success.

“Many agencies — specifically with SEO and PPC — claim to drive results, but they lack experience within our industry,” explained Tiffany. “We were looking for a partner that spoke the multifamily language and understood our unique obstacles and opportunities.”

The challenge

Every brand’s marketing starts somewhere. Prior to working with RentCafe Marketing, Nolan Living lacked visibility into which marketing sources were driving qualified traffic and leads. The team was investing in multiple channels, including ILS listings, but results varied and weren’t easy to measure. 

“Before, we were really just guessing at what marketing sources were driving results,” shared Tiffany.

The solution

Nolan Living turned to RentCafe Marketing to enhance its digital presence, reduce spend and get complete performance transparency. Now, with REACH by RentCafe and LCP Media, the brand is seeing lower marketing costs, higher returns and major time savings.   

“REACH offers industry experience and strategies that strengthen our digital presence,” said Tiffany. “And LCP Media helps us create lasting experiences for our renters searching online.”

The results

Remember how we said the data was impressive? Since working with RentCafe Marketing, Nolan Living is seeing optimal results. 

Here’s a quick highlight:

REACH SEO

Nolan Living is driving the strongest results with ongoing professional SEO. In one year, SEO brought in 618 leases with a 7.26% conversion rate across 26 properties. The average cost per lease is $121. For every $1 spent on SEO, Nolan Living got back $143 in revenue, totaling $10.8 million in net rental income.

“SEO is generating the most leases, our highest rental income and our lowest cost per lease,” explained Tiffany.

REACH PPC

In that same year, PPC ads produced the third highest rental income and the second highest lead-to-lease conversion rate. Nolan Living saw 383 leases with a 4.31% conversion rate directly tied to PPC. The average cost per lease landed at $1,439, ROAS at 12:1 and net rental income at $6.3 million.

“PPC has impacted our rental income tremendously,” shared Tiffany. 

LCP Media photos, videos & virtual tours

LCP Media helps Nolan Living gain hours back and improve the renter experience. TourBuilder makes it easy to show off floor plans with engaging photos, videos and virtual tours. Teams can publish media within seconds, allowing renters to quickly explore available units on Nolan Living’s website and listings.

“LCP Media improved the way we showcase our properties and floor plans,” said Tiffany. “TourBuilder makes everything seamless.”

Working with RentCafe Marketing

Like Tiffany said, it’s not always easy finding a reliable, experienced marketing team that understands the multifamily industry. Fortunately for Nolan Living and other brands, RentCafe Marketing fits the mold and drives real results.

“They’re truly an extension of my marketing team,” shared Tiffany. “I can reach out to them at any point, and they’re always quick to respond.”

Watch the Nolan Living video

Ready to share your story?

Do you have your own success story to share? Reach out to us. Whether you worked with REACH, LCP Media or both, we love featuring clients and helping marketers see what’s working for brands like theirs.  

If you enjoyed everything above but want a quick, downloadable version of Nolan Living’s story, you’re in luck! We made that too. Get your copy of the success story (featuring all the data) here.