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Case Study:
Real Estate Investment Trust

100,000 apartment units in 44+ major markets

Business Challenge

• Evaluate current marketing expenditures
• Control spending at regional and property level
• Increase lead generation

Solution Strategy

• Conducted a property-by-property analysis to bring marketing decisions in line with management's expectations

Solution Tactics

• Relied on standard market overview information combined with competitive position opportunities for each media vendor
• Evaluated each property's presentation within vendor formats to increase lead generation
• Ensured the contact information got prospective renters connected to the property
• Client began improving their internal systems for phone and email tracking and sales systems

Results:

• Leads increased 66%; industry leads increased 28%
• Half of the properties remain to be implemented--potential is there to double performance

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