Congratulations Fogelman: Award-winning apartment marketing strategy

Dec 8, 2023

Fogelman logo next to 2023 MHN Excellence Awards logo

We’re excited to share that our friends at Fogelman Multifamily Investments & Management won the silver for marketing strategy in the 2023 Multi-Housing News Excellence Awards. We’re proud they’ve chosen to partner with us to achieve their apartment marketing strategy goals.

Here’s a closer look at the contest and their winning approach to SEO and PPC.

About the MHN Excellence Awards

The 17th annual MHN Excellence Awards honored some of the year’s most outstanding multifamily developments, business strategies and professionals. The awards are highly competitive, featuring only a single gold, silver and bronze award for each category.

During the Nov. 30 award ceremony, hosted at Resource Furniture in New York City, MHN awarded a total of 87 gold, silver and bronze awards in across 34 distinct categories.

Fogelman’s winning SEO & PPC strategy

It’s worth noting that Fogelman’s marketing success didn’t happen overnight. Rather, it was the result of careful testing, monitoring and adjusting over time.

Prior to 2022, Fogelman recognized SEO as an emerging and soon-to-be critical marketing channel for their brand. Their marketing team noticed a high lease volume with a low cost per lease at the properties using SEO. They wondered if it could be replicated across the entire portfolio and sought a vendor with specialized expertise in multifamily search marketing.

Fogelman decided to work with us at REACH, implementing ongoing SEO services at all their properties portfolio wide. They made SEO the foundation of their marketing program to build a healthy, sustainable influx of low-cost leads.

They also opted to add pay-per-click campaigns to augment their SEO strategy. Fogelman’s PPC campaigns support their SEO foundation by making sure they stand out in search, creating a memorable brand presence no matter where renters are shopping.

Results that are the real prize

Excitingly, Fogelman has seen an increase in organic traffic as a result of their winning apartment marketing strategy, and that traffic has a high conversion rate of 7.19%.

Over three months, SEO drove 770 leases that were responsible for more than $14 million in rental income. Their SEO cost per lease is just $68.61, and they’re seeing a return on ad spend of $267 for every $1 they spend on SEO.

In the same quarter, PPC ads had a conversion rate of 5.41% and brought in 220 leases, for an additional $4.3 million in revenue.

Take a closer look at Fogelman’s marketing data.

Looking ahead

With costs down and lease volume up, the future looks bright as Fogelman moves into the year ahead. We’re here to help maintain optimization and monitor PPC success while their award-winning marketing team focuses on upcoming needs.

If you’re a marketer looking to improve your strategy, consider following Fogelman’s lead and making SEO and PPC a priority. We’d love to celebrate more award wins and share your story in the future!

Geneva Ives

Geneva Ives is the manager of marketing content at Yardi. She leads content initiatives for REACH by RentCafe. Writing may be her first love, but data is a close second. Geneva is based in Santa Barbara, California.

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