Results

Apartment Rental Company

Situation

• A premier apartment rental company had aspirations to scale across other major US metro markets
• Unreal was engaged to re-design the company’s brand identity and develop a marketing campaign to drive qualified leads to their site.
• The baseline Cost per Lead (CPL) was $10.00
• The campaign objective was to deliver leads at a $5.00 CPL – essentially doubling the lead volume at the same budget.

Development of Brand

• We developed a new landing page, along with updated logo and brand strategy, that has a more intuitive navigation and cleaner look and feel.
• All brand components were designed with the ability to scale across expansion markets.

Marketing Implementation

• Launched a Paid Listing campaign on Google and Yahoo! in July 2005.
• Launched with a higher budget to establish high Click-Through (CTR) on Google to achieve premium ad positioning.
• Successfully lowered bid rates, while maintaining higher positioning compared to competitors.

Campaign Results

• Since the start of the campaign, our ongoing optimization efforts have resulted in a consistent monthly improvement in Cost per Lead (CPL):
  • 75.2% improvement of 6-month trend over baseline
  • 50.4% improvement in 6-month trend over campaign goals