Case Study – Apartment Marketing for Wheelhouse of Fair Oaks

Wheelhouse of Fair Oaks is an ideal community for millennials in Fairfax, VA looking for an affordable, yet stylish, apartment.

The homes welcome four-legged friends and boast designer touches like wide-plank flooring and quartz countertops. The community includes a gym, outdoor BBQ, dog-wash, and resort-style pool. Overall, Wheelhouse’s stellar attention-to-detail makes the community feel like a home, not just a rental.

Wheelhouse received Judge’s Choice in the 2016 PACE Awards in the $1501 to $1700 range.

They dropped their prices in 2017 to start in the $1,300 range.

Problems

Fill apartment vacancies within a competitive market (66 colleges within 50 miles, the closest being George Mason University)

Solutions

  • Google AdWords
  • Search Engine Optimization (SEO)
  • Facebook paid advertising

Results

We started working with Wheelhouse April 2016.

Increase in Relevant Traffic

When comparing May 2016 – February 2017 to the previous period, we see a decrease in users and sessions, but a significant increase in relevant traffic proven by:

  • Small increases in pageviews, nearly 8%
  • Significant increases in pages per session (32%), session duration (nearly 35%) and page bounce (34%)

Increase in Conversions

Intellitonic inherited an existing AdWords campaign from a previous digital marketing company. Because there were few strengths (low CTR and low keyword score, just to name a few), we decided to use what good data it provided to create an entirely new campaign.

We typically aim for 1-3% CTR for AdWords, depending on the market – and this can often take some time to build momentum and edit keywords and ads, accordingly. By January 2017, we surpassed our internal goal to more than a 4% CTR – a great number in a competitive market.

                                                                   

Old Campaign: Aug 2014 – May 2016 v. Intellitonic Campaign May 2016 – Feb 2017

Would you like more relevant traffic to your website? Contact us now and we can formulate a digital marketing plan based on your goals and budget!

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