“

A website’s only good if people visit it. We were dabbling in SEO, but we knew we needed the right partner to help us scale up.”

Fogelman is a multifamily property management company based in Memphis, Tennessee. The company is celebrating its 60th anniversary this year. Its portfolio includes more than 100 communities made up of 31,000 units.

Melissa Brady is the vice president of strategic marketing at Fogelman. She oversees corporate and community marketing.

“

The reality is that marketing is an essential part of the business team. We not only drive revenue, but we’re integral to the customer experience.”

Good websites need good traffic

Before 2022, Fogelman was using SEO at some properties. Melissa and her team noticed it delivering a high lease volume at a low cost per lease and wondered if it could be replicated across the entire portfolio.

“

The decision to roll out SEO really came on the heels of our decision to invest in upgrading our websites for all our properties. We were ready to drive more visits.”

At the same time, Fogelman wanted to reduce its dependency on ILSs. As a result, the team was looking for a partner to scale up their paid search efforts.

REACH SEO + PPC

Seeking an agency that could drive a strong SEO and PPC strategy, Fogelman decided to learn more about the REACH by RentCafe digital agency. “We were excited to build on the existing relationship we had with Yardi® and really bring the REACH team into our plans,” said Melissa.

Fogelman chose to make SEO the foundation of it’s marketing strategy, augmenting with PPC and ILS advertising as needed for each community and scenario.

The marketing team also chose to use Marketing IQ, a marketing analytics platform that gives them instant access to everything that’s happening at each property, in each region and across the portfolio.

“

REACH by RentCafe understands our business. They understand how dynamic the multifamily industry is and that no two communities are the same.”

770

$68.61

267:1

More leads, better quality

Since partnering with REACH, Fogelman’s cost per lease has plummeted while the lease volume stayed high. SEO is delivering a cost per lease under $70 and delivering 488% more leases than Fogelman’s ILS partners.

The marketing team uses its Marketing IQ dashboard to hone in on lead velocity, conversion rates, acquisition costs and much more. By focusing on lead sources with high conversion rates, they make sure their leasing agents aren’t wasting time chasing bogus leads.

“

Our partnership with REACH is one of the reasons we’ve been so successful in driving leads and leases in a cost-efficient manner. They truly are an extension of the Fogelman marketing team”

$68.61

Win at search with ongoing support from SEO specialists that take the time to understand your business. Build authority, gain impressions and drive traffic that converts.

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Attract and convert rent-ready leads with ads on popular search engines, websites and apps. Trust your business to a Google Premier Partner with a proven record of success.

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Make data-driven decisions, prove results and save time with an intuitive marketing analytics platform for multifamily. See accurate campaign and website performance in one place.

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