The rental market for apartments is highly competitive, and with many properties vying for the attention of potential renters or buyers, Google Ads has become an indispensable tool for property managers and leasing agents.
With the right strategy, you can drive quality leads, fill vacancies faster, and ultimately boost your property’s revenue. In this article, we’ll explore the most effective ways to use Google Ads specifically for the apartment rental and sales market in 2024.
Identifying Your Ideal Renters or Buyers Through Targeted Keywords
In the apartment rental and sales market, pinpointing your ideal tenants or buyers is the foundation of a successful Google Ads campaign. Knowing the demographics you’re targeting—whether it’s young professionals, families, retirees, or high-income individuals—will influence everything from your ad copy to your keyword strategy. For instance, the way you advertise luxury apartments in a bustling city center will differ significantly from how you market family-friendly multifamily communities in the suburbs.
Luxury apartments in prime urban locations often attract a high-end demographic seeking convenience and exclusivity. To reach this audience, focus on keywords like:
• “Luxury apartments in [City Name]”
• “Penthouse apartments downtown”
• “Upscale downtown apartments with concierge services”
In contrast, when marketing to families or individuals looking for affordable, spacious living, your keyword strategy should reflect these priorities. Consider terms like:
• “Family-friendly apartments with playground”
• “Three-bedroom apartments near schools”
• “Multifamily homes for rent in [Suburban Area]”
Additionally, if your property has specific amenities, such as pet-friendly features or community spaces, incorporate those into your keywords. For example, using phrases like “pet-friendly apartments” or “apartments with gym and pool” can further attract renters with specific needs.
Refining Your Audience with Negative Keywords
To optimize your ad spend and avoid attracting irrelevant clicks, you should utilize negative keywords—terms you don’t want your ads to show for. In the apartment market, common examples include:
• Short-term rentals: If your property doesn’t offer short leases, adding “short-term rentals” as a negative keyword ensures you’re not paying for clicks from those seeking temporary housing.
• Student housing: If your apartments are not tailored for students, block keywords like “student apartments” or “off-campus housing.”
This strategy helps you filter out unqualified searchers and ensures that your ads are displayed to those who are most likely to convert. This is especially important for properties like luxury apartments, where you want to maintain a premium feel and avoid devaluing your property by showing it to the wrong audience.
By tailoring your keyword strategy based on property type, location, and tenant needs, you can create highly relevant campaigns that maximize your chances of attracting the right renters or buyers, ensuring higher conversion rates and more effective use of your budget.
Organizing Campaigns by Property Types or Features for Maximum Efficiency
In the apartment rental and sales market, maximizing the efficiency of your Google Ads campaigns requires precise organization based on property types or key features. By segmenting your campaigns into distinct ad groups that reflect the unique characteristics of your apartment listings, you ensure that each ad reaches the most relevant audience. This method optimizes ad performance, improves relevance, and ultimately increases the return on your ad spend (ROAS).
Organizing campaigns by property types or features allows you to tailor your messaging, keywords, and landing pages to the exact needs of prospective renters. Here’s how you can structure your campaigns for maximum efficiency:
Ad Grouping by Property Type
For each type of apartment you manage, create separate ad groups to reflect the unique offerings and appeal to the right tenant profiles:
• Studio Apartments: These units attract young professionals, students, and singles seeking affordable, compact living in urban areas. Organize your ad group with keywords like “affordable studio apartments in [City Name]” or “downtown studio rentals near [Landmark].” Ads for studios should emphasize affordability, convenience, and proximity to key amenities, such as public transport or nightlife.
• Family-Friendly Apartments: Larger units, such as two- or three-bedroom apartments, often appeal to families. Tailor ad groups for these units with keywords like “spacious family apartments” or “two-bedroom apartments near schools in [Suburban Area].” Highlight features like playgrounds, family-friendly neighborhoods, and nearby schools to attract families searching for the right environment for their children.
• Luxury Apartments: High-end, exclusive properties should be grouped into their own campaigns targeting affluent renters. Use keywords like “luxury apartments with waterfront views” or “penthouse apartments in [City Name].” Ad copy should focus on premium amenities like high-end finishes, concierge services, and scenic views. This segmentation allows you to target individuals willing to pay for luxury and exclusivity.
Ad Grouping by Key Features
In addition to organizing by apartment type, you can also group campaigns based on the specific features that set your properties apart:
• Pet-Friendly Apartments: Create a separate ad group for pet-friendly units, using keywords such as “pet-friendly apartments” or “apartments with dog parks in [City Name].” Ad copy should emphasize the benefits of pet-friendly policies, like proximity to walking trails, pet services, and on-site pet amenities.
• Eco-Friendly or Smart Apartments: Apartments with modern eco-friendly features or smart home technologies can attract a tech-savvy or environmentally conscious audience. Keywords like “green apartments” or “smart home apartments in [City Name]” will help you target renters who prioritize sustainability and technology. Tailor your ads to highlight energy-saving appliances, smart thermostats, or LEED-certified buildings.
Why This Structure Increases Efficiency
By organizing your campaigns in this way, you ensure that your ads are not only reaching the right people but also speaking directly to their specific needs. This structure improves the quality score of your ads, meaning they are more likely to show up in relevant searches and at a lower cost-per-click (CPC).
For example:
• A studio apartment ad focused on affordability in an urban setting will perform better with young professionals looking for budget-friendly housing, compared to a generic ad targeting all apartment types.
• A luxury apartment ad featuring upscale amenities will resonate more with high-income renters than if it were included in a general apartment campaign.
Capitalizing on Mobile Traffic with Google Ads for Apartment Leasing
Mobile devices have become the dominant tool for apartment hunters, with the majority of rental-related searches now happening on smartphones. Google data reveals a surge in mobile search queries such as “apartments for rent near me” or “2-bedroom apartments in [City Name],” underscoring the importance of optimizing your Google Ads campaigns specifically for mobile users. If you’re in the apartment leasing market, maximizing mobile traffic is essential to capturing high-intent renters who are often ready to make quick decisions.
Optimizing Ads and Landing Pages for Mobile
The first step in capitalizing on mobile traffic is ensuring that both your ads and landing pages are fully optimized for mobile devices. With apartment seekers browsing on the go, they expect fast, seamless interactions that deliver the information they need immediately.
Mobile-Friendly Ads:
• Responsive Search Ads: Use responsive search ads that automatically adjust to fit mobile screens, providing a streamlined user experience. By testing multiple headlines and descriptions, Google will serve the best-performing combinations to users, increasing engagement.
• Location-Specific Keywords: Use mobile-centric keywords like “apartments for rent near me,” “cheap apartments in [City Name],” or “luxury apartments close to [Landmark].” These localized, intent-driven searches are especially common on mobile as renters look for properties near their current location.
Mobile-Optimized Landing Pages:
• Fast Load Times: Prospective renters expect near-instant load times when visiting a property’s landing page. Google reports that a delay of even a few seconds can drastically reduce conversion rates. Ensure your landing page loads quickly on mobile devices to avoid bounce rates.
• Simplified Navigation: Mobile users prefer concise, easy-to-navigate landing pages. Create a clean layout with intuitive menus, clickable buttons, and prominent CTAs like “Schedule a Tour” or “Check Availability.”
• Mobile-Optimized Forms: Rental inquiry forms should be short and easy to fill out on a mobile device. Include essential fields such as name, phone number, and email, but avoid overwhelming users with long forms that require excessive scrolling or typing.
Leveraging Video Ads to Showcase Apartments for Sale or Lease
When it comes to apartment marketing, video ads offer a unique opportunity to immerse potential renters in the experience of living at your property. While photos can highlight individual aspects of an apartment, a well-produced video brings the space to life, allowing viewers to visualize themselves in the unit, walking through rooms, experiencing the flow of the layout, and getting a sense of the neighborhood’s vibe.
For property managers and leasing agents, video ads can significantly accelerate the leasing process by giving prospective tenants an up-close look at the property without needing to schedule an in-person tour.
Why Video Ads Are Essential for Apartment Leasing
Video tours are particularly effective for showcasing:
• Apartment layouts: Instead of static images of rooms, videos allow potential renters to see how spaces connect and flow.
• Amenities: Highlight communal features like rooftop terraces, gyms, swimming pools, and resident lounges in a way that makes these areas feel accessible and desirable.
• Neighborhood and surroundings: Offer a glimpse of nearby parks, restaurants, public transportation, or popular local attractions that add value to the property.
For example, a professionally shot video could start with an aerial view of the complex, zoom in on the lobby and entrance, and continue with a walkthrough of the unit itself, pointing out details like high-end finishes, floor-to-ceiling windows, or smart home features. This kind of presentation provides a comprehensive look at the living experience, something that photos alone can’t convey.
Utilizing YouTube and Google Display Network for Apartment Marketing
YouTube is the second-largest search engine in the world, and many renters begin their apartment search by watching video tours of available properties. By leveraging YouTube ads, you can target users actively searching for apartments in your area or watching related content, such as videos on moving tips, city tours, or lifestyle changes.
• YouTube In-Stream Ads: These ads play before or during other videos and can be targeted based on search behavior. For example, a video ad for a luxury apartment complex could be shown to users who have recently searched for “best neighborhoods in [City Name]” or “luxury apartments near [Landmark].”
• YouTube Discovery Ads: These ads appear in YouTube search results, much like Google Search Ads, and can be particularly effective when renters are looking for “apartment tours” or “best apartments in [City Name].”
• Google Display Network: By uploading your video ads directly into Google Ads, you can extend your reach to potential renters across the Google Display Network, which includes millions of websites, apps, and even Gmail. This allows you to get your video content in front of users who may not be actively searching for an apartment but could be swayed by a compelling video ad.
Targeting Specific Renter Profiles with Video Ads
Video ads allow for precise targeting based on demographics and renter preferences, making them highly effective for specific apartment types. Here’s how you can tailor your video content to different segments of the rental market:
• Luxury Apartments: Videos for high-end properties should focus on exclusivity, showcasing premium features like gourmet kitchens, spa-like bathrooms, and panoramic city views. You can emphasize amenities like a 24-hour concierge, private balconies, or resort-style pools. A well-crafted video might start with sweeping views of the property, followed by an inside tour that highlights every upscale detail. Target affluent renters or professionals who are willing to pay more for a premium living experience using keywords like “luxury living in [City Name]” or “exclusive apartments near [Landmark].”
• Family-Friendly Communities: When marketing to families, the video should focus on the community atmosphere, highlighting spacious floor plans, nearby schools, playgrounds, and safe walking paths. Videos might include testimonials from current residents about the neighborhood’s family-friendly environment. Keywords like “family-friendly apartments” or “two-bedroom apartments near [School Name]” can help you reach the right audience.
• Pet-Friendly Properties: For renters with pets, create video content that emphasizes pet-friendly amenities, such as dog parks, pet grooming stations, or nearby walking trails. Show happy residents with their pets, and highlight features that make living with a pet easier, such as hardwood floors or balconies. Use targeted keywords like “pet-friendly apartments in [City Name].”
• Eco-Friendly or Smart Home Apartments: Videos of environmentally conscious or tech-savvy apartments can appeal to younger, eco-minded renters by highlighting green features like energy-efficient appliances, solar panels, or smart home technologies. Keywords like “eco-friendly apartments” or “smart home rentals” can attract renters who prioritize sustainability and modern conveniences.
Best Practices for Apartment Video Ads
To make your video ads as effective as possible, follow these best practices:
• Keep it concise: While a longer video tour may work for your website or virtual tour, keep ads around 30–60 seconds for YouTube or Google Display Network placements. Focus on the most critical selling points, such as the layout, prime amenities, or location.
• Clear call-to-action (CTA): Always include a clear CTA at the end of your video ad. Whether it’s “Schedule a Tour Today,” “Call Now for Availability,” or “Visit Our Website to See Floor Plans,” make it easy for viewers to take the next step.
• Professional production: Renters expect high-quality visuals, especially when considering upscale properties. Invest in professional videography, including drone footage for aerial shots, high-definition video, and smooth camera work that showcases the property in the best possible light.
• Mobile optimization: With many renters viewing videos on mobile devices, ensure your video ads are optimized for mobile, with clear visuals and easy-to-read text overlays. Also, make sure your landing pages are mobile-friendly so that interested renters can quickly take action after viewing the ad.
Case Study: How a Luxury Apartment Complex in Miami Filled Units with Video Ads
A luxury apartment complex in Miami faced challenges leasing units in a competitive market. To differentiate themselves, they invested in video ads highlighting their premium amenities, including a rooftop pool, state-of-the-art fitness center, and breathtaking panoramic views of Miami’s skyline. The video offered an immersive walkthrough of the property, starting with drone footage of the complex, followed by a tour of the lobby, a model unit, and shared spaces like the residents’ lounge and spa.
They ran these videos as YouTube In-Stream Ads and on the Google Display Network, targeting high-income professionals searching for phrases like “luxury living in Miami” or “high-end apartments in Brickell.”
The result? A 35% increase in website visits, a substantial rise in inquiries, and the leasing of 85% of available units within three months, making the campaign a key success in filling the vacancies swiftly.
Targeting Potential Renters with Responsive Search Ads
In the competitive apartment rental market, Responsive Search Ads (RSAs) provide property managers and leasing agents a powerful tool to dynamically test and optimize ad copy. Instead of relying on a single message, RSAs allow you to present multiple versions of headlines and descriptions, letting Google automatically choose the best-performing combinations. This is especially valuable when marketing apartments, where different tenant profiles (e.g., young professionals, families, or retirees) are attracted to various features of the property.
RSAs enable you to tailor your messaging to different aspects of the property, such as location, amenities, and special promotions, ensuring that the ad copy resonates with potential renters and drives higher engagement.
Customizing Messaging for Different Renter Profiles
Luxury apartments, pet-friendly units, or family-oriented communities each attract different renter demographics. With RSAs, you can target these groups by creating several variations of ad copy that highlight the most appealing aspects of the property for each segment. Here’s how to structure these variations:
• Luxury Apartment Community: For high-end apartment communities, you might test ad copy that emphasizes exclusivity and premium amenities. Variations could include:
• “Brand New Luxury Apartments with Rooftop Pool”
• “Experience Upscale Living with Concierge Services and City Views”
• “Luxury Apartments in [City Name] – Only a Few Units Left”
• Pet-Friendly Apartments: If your property appeals to renters with pets, tailor your messaging to highlight pet-friendly amenities such as on-site dog parks, pet washing stations, and nearby walking trails. Potential ad variations might include:
• “Pet-Friendly Apartments with On-Site Dog Park”
• “Spacious Apartments Near Pet-Friendly Parks”
• “Pet-Friendly Units with No Additional Pet Fee for New Tenants”
• Move-In Specials and Incentives: Promotions like move-in specials or limited-time offers can attract tenants who are ready to make quick decisions. Variations might include:
• “Limited-Time Offer: One Month Free on Select Units”
• “Move In Today with $0 Security Deposit – Apply Now!”
• “Special Offer: Free Parking for New Residents!”
These variations allow you to target potential renters with highly relevant ads, increasing the chances that they will click through and convert into leads or lease signers.
How RSAs Optimize Performance in Real-Time
What makes Responsive Search Ads particularly powerful is their ability to dynamically test these different combinations in real-time. Google will automatically rotate the headlines and descriptions, showing various combinations to different users. Over time, it learns which combinations result in the highest click-through rates (CTR) and conversion rates, optimizing the ad delivery for the most effective messaging. This automatic optimization means that your ads will continue to improve in performance without needing constant manual adjustments.
For example, in a campaign promoting a luxury apartment complex, RSAs might show one user a headline focused on the rooftop pool and another user a message highlighting the limited-time offer. Based on which headline drives more clicks and conversions, Google will favor the more effective message in future impressions, helping you continually optimize your campaigns with minimal effort.
Adapting RSAs to Seasonality and Market Demand
In the apartment rental industry, seasonality and market demand play significant roles in tenant behavior. RSAs allow you to adjust your messaging quickly to reflect current market conditions. For example, if you know that leasing activity spikes during certain months or in response to specific promotions, you can introduce new ad variations into your RSA campaign without overhauling your entire ad set.
• Seasonal Promotions: During peak rental seasons, you might run ad variations like:
• “Summer Move-In Special: Save on Rent in June!”
• “Spring Promotion: Reduced Move-In Fees for a Limited Time”
• “Fall Leasing Event: Apply Now and Pay No Rent Until October”
• Market Conditions: If demand slows, RSAs can be updated to focus on special offers or unit availability, such as:
• “Only a Few Units Left – Apply Now!”
• “Reduced Rates on Select Units – Call for Details”
• “No Application Fees for New Residents!”
This flexibility ensures your ads stay relevant and competitive, driving more inquiries during peak times while maintaining engagement during slower seasons.
Utilizing Ad Extensions to Drive Leasing Conversions
Ad extensions are a powerful tool in Google Ads that allow apartment marketers to add critical information directly into their ads, making it easier for potential tenants to take immediate action. These extensions provide multiple pathways for users to engage with your apartment community—whether they want to check floor plans, take a virtual tour, or schedule a visit—right from the search results. For apartment leasing, where providing comprehensive details quickly can be the difference between securing or losing a lead, ad extensions are invaluable in streamlining the process and boosting leasing conversions.
Sitelink Extensions: Directing Renters to Key Pages
Sitelink extensions are particularly useful for apartment marketers because they enable you to guide users to specific sections of your website without requiring them to navigate through several pages. These extensions are ideal for directing renters to high-conversion pages such as:
• Floor Plans: Direct prospective tenants to pages showcasing available layouts for studios, one-bedroom, or family-friendly units. Sitelinks like “View Available Floor Plans” or “Explore Spacious Two-Bedroom Units” immediately provide users with key details about what’s available.
• Virtual Tours: As more renters conduct apartment searches online, offering virtual tours has become a critical part of the leasing experience. A sitelink extension that says “Take a Virtual Tour Now” or “See Our 360° Apartment Tour” provides an easy way for potential tenants to explore the property from the comfort of their home. This feature is particularly helpful for out-of-town renters who may not have the chance to visit in person.
• Availability Inquiries: Prospective renters often want to know immediately whether the apartment they are interested in is still available. Use sitelinks like “Check Unit Availability” or “Inquire About Current Listings” to let users get up-to-date information quickly, improving the likelihood that they will engage further with your leasing team.
For example, a luxury apartment complex could have sitelinks that highlight premium features such as:
• “Explore Our Penthouse Suites”
• “View Rooftop Pool & Amenities”
• “Luxury Apartments with Concierge Services”
These sitelinks not only provide valuable information upfront but also help filter potential tenants by directing them to pages that meet their specific interests, ensuring a higher chance of lead conversion.
Call Extensions: Immediate Contact for High-Intent Renters
For leasing agents, call extensions offer a direct line of communication for potential tenants who are ready to take action. When a prospective renter sees your ad and has questions about availability or leasing terms, being able to call directly from the ad—without visiting your website—greatly reduces friction in the leasing process.
Call extensions are especially effective for:
• Urgency: If a prospective tenant is actively looking for immediate move-in options, they are more likely to pick up the phone to get answers fast. Having a “Call Now for Availability” extension allows them to reach your leasing office with one tap, improving the chances of securing a same-day or next-day tour.
• Tour Scheduling: Many renters will call directly to book a tour, especially if they see an offer such as “Tours Available Today” or “Call Now to Schedule a Tour.” This extension makes it easy for renters to confirm availability, reducing the time it takes to move them from inquiry to lease signing.
In a competitive market, where renters are often considering multiple properties, giving them a direct way to engage with your leasing office can be the key to filling vacancies faster.
Location Extensions: Guiding Local Searchers to Your Property
Location extensions are critical for apartment marketers, especially when proximity to specific landmarks, transportation hubs, or popular neighborhoods is a major selling point. By including your property’s address in the ad, location extensions ensure that renters can easily see how close your property is to their desired location.
For example, if your luxury apartments are near a downtown area or close to major attractions like parks, restaurants, or shopping centers, the location extension helps potential tenants visualize the convenience of living at your property. This is especially effective for urban properties or luxury complexes where proximity to city amenities is a major selling point.
Location extensions also make it easier for users to:
• Get Directions: By tapping on the extension, mobile users can be taken directly to Google Maps, where they can get directions to your leasing office. This convenience makes it more likely they will plan an in-person visit, boosting your chances of conversion.
• Neighborhood Visibility: For renters unfamiliar with the area, location extensions can provide reassurance that the property is in a prime neighborhood or near important transit options, schools, or recreational areas.
Other Valuable Extensions for Apartment Leasing
In addition to sitelinks, call extensions, and location extensions, other ad extensions can further boost your leasing conversions:
• Callout Extensions: Use callout extensions to highlight key features like “No Application Fees,” “Move-In Specials Available,” or “24-Hour Fitness Center.” These are great for adding more details to your ad without needing to send users to another page.
• Price Extensions: For renters looking for properties within a specific budget, price extensions can display starting rents for different unit types, such as “Studios Starting at $1,200” or “Two-Bedrooms Starting at $2,500.” This helps manage expectations and attracts tenants within your property’s price range.
Case Study: Boosting Lease Conversions with Ad Extensions for a Family-Oriented Apartment Complex in Austin, Texas
They implemented:
• Sitelinks to direct potential tenants to pages featuring spacious floor plans and virtual tours of their two- and three-bedroom units.
• Call extensions enabled renters to instantly connect with leasing agents to inquire about availability and schedule tours.
• Location extensions highlighted the complex’s proximity to top-rated schools and family-friendly parks, making the property more attractive to families with children.
As a result, the complex saw a 25% increase in call inquiries and a 30% rise in tour bookings, leading to higher lease signings and reduced vacancy times.
Proven Success Stories: How Top Apartment Companies Leverage Google Ads to Drive Occupancy and Lead Generation
1. AvalonBay Communities
Strategy:
AvalonBay Communities, a leading real estate investment trust (REIT), has been leveraging Google Ads to increase visibility for their upscale apartment communities across the U.S. They focused heavily on dynamic search ads (DSAs), which automatically generate ads based on the content of AvalonBay’s apartment listing pages. This allowed them to target renters searching for specific amenities like “luxury apartments with rooftop pools” or “apartments with coworking spaces.”
They further segmented their Google Ads campaigns based on geographic locations, ensuring that ads for properties in different cities were tailored to local audiences. For example, ads targeting their luxury apartments in New York City highlighted proximity to major landmarks like Central Park and included location extensions to make it easier for renters to visit in person.
Key Tactics:
• Geo-targeting: Ads focused on high-demand neighborhoods.
• Dynamic Search Ads: Automatically matched search queries with relevant apartment features.
• A/B Testing: Tested different ad copy to optimize for the highest-performing calls to action.
Results:
• A 25% increase in click-through rate (CTR) across their top markets.
• Significant improvement in lead-to-tour conversion rates due to more precise targeting of high-intent renters.
• Higher occupancy rates in their luxury communities, reducing the time apartments remained vacant by 15%.
2. Greystar
Strategy:
Greystar, the largest residential property manager in the U.S., turned to video marketing on YouTube and Google Display Network to differentiate their apartment offerings. With more millennials and Gen Z renters preferring video content, Greystar created high-quality video tours that highlighted each apartment’s unique selling points, such as modern interiors, spacious layouts, and proximity to entertainment and dining.
In addition to video ads, they utilized responsive search ads (RSAs) across various demographics, ensuring that families, young professionals, and empty nesters saw different versions of the same ad tailored to their needs. For instance, ads targeting young professionals promoted proximity to coworking spaces and nightlife, while ads for families emphasized community amenities like playgrounds and family-friendly layouts.
Key Tactics:
• YouTube Ads: Video walkthroughs of apartment units and community spaces.
• Responsive Search Ads: Targeted messaging for different demographics.
• Geo-Targeting and Remarketing: Showed ads to individuals who had previously visited their site but hadn’t converted.
Results:
• A 30% increase in conversion rates from video ads, leading to faster lease-ups in high-demand urban markets.
• An increase in engagement metrics, including 30% longer video view times, which translated into higher-quality leads.
• Occupancy rates in new properties reached 95% within the first six months of launching the campaigns.
3. Equity Residential
Strategy:
Equity Residential, a leader in luxury apartments, focused on local search advertising to target prospective tenants in major metropolitan areas like San Francisco, Chicago, and New York. Their goal was to increase in-person tours and move-ins by ensuring their apartments ranked high in Google’s local search results.
They optimized their campaigns by using Google My Business and location extensions to attract searchers looking for specific neighborhoods or areas close to amenities like public transportation. Ads were localized with phrases such as “pet-friendly apartments near [Neighborhood]” and “luxury apartments close to [Landmark].”
Equity Residential also invested heavily in call extensions to allow prospective tenants to easily connect with leasing offices directly from the search results.
Key Tactics:
• Location-based keyword optimization: Targeted hyper-local searches like “luxury apartments near Central Park.”
• Google My Business Integration: Ensured their apartments appeared in Google’s local search pack.
• Call Extensions: Increased direct phone inquiries for in-person tours.
Results:
• A 20% increase in phone inquiries and in-person visits to leasing offices.
• Occupancy in key urban markets like New York and San Francisco reached 98% in some properties within six months of campaign launch.
• The overall cost per lead (CPL) was reduced by 15% due to more effective ad targeting and geo-specific campaigns.
4. Bozzuto Group
Strategy:
The Bozzuto Group, known for its luxury apartments in the Mid-Atlantic region, implemented a remarketing strategy that targeted potential renters who had visited their website but did not complete a rental application or schedule a tour. Through the Google Display Network, Bozzuto served visually appealing remarketing ads with incentives like “one month free rent” or “reduced security deposit” to re-engage visitors.
They also used search remarketing lists to bid more aggressively on users who had previously engaged with their website or had shown interest in their communities. Additionally, Bozzuto personalized their landing pages based on the type of property the visitor had previously viewed, making it easier for prospective renters to re-engage with the leasing process.
Key Tactics:
• Remarketing with Google Display Ads: Incentives like “one month free rent” re-engaged website visitors.
• Search Remarketing Lists: Bidding higher on previously engaged visitors to capture high-intent leads.
• Personalized Landing Pages: Tailored content based on user behavior to increase conversions.
Results:
• A 40% increase in completed rental applications from remarketing campaigns.
• A 25% higher conversion rate for users who returned via remarketing ads compared to first-time visitors.
• A significant reduction in vacancies across several key properties, with many filling up within 60 days of the campaign’s launch.
5. UDR, Inc.
Strategy:
UDR, Inc., one of the largest apartment owners and operators in the U.S., focused on using display ads to create high-visibility campaigns for their high-end apartment communities. They showcased premium property features like rooftop pools, state-of-the-art fitness centers, and concierge services through visually striking display ads across the Google Display Network.
Additionally, UDR implemented call extensions in their search campaigns to allow mobile users to immediately contact leasing agents. They optimized their ads for mobile devices, ensuring that prospective renters using smartphones could quickly fill out inquiry forms or book tours. This mobile-first strategy helped UDR reach on-the-go renters who were actively searching for apartments.
They also employed offline conversion tracking, linking phone calls and in-person visits to their Google Ads campaigns, enabling them to measure the direct impact of their digital ads on physical leasing activities.
Key Tactics:
• Display Ads: Highlighted luxury amenities like rooftop pools and concierge services.
• Mobile-first Strategy: Optimized ads for mobile devices and included call extensions for direct contact.
• Offline Conversion Tracking: Tracked calls and in-person tours to measure ad performance.
Results:
• UDR saw a 30% increase in lead-to-lease conversion rates, especially for high-end properties.
• The use of call extensions increased direct inquiries from mobile users by 40%, leading to more scheduled tours and signed leases.
• By measuring offline conversions, UDR was able to attribute 40% of their signed leases to Google Ads, justifying increased ad spend for future campaigns.
Conclusion
In 2024, success in the apartment rental and sales market will rely heavily on your ability to effectively use Google Ads. From leveraging targeted keywords and mobile-optimized strategies to incorporating video ads and ad extensions, property managers and leasing agents have a vast toolkit at their disposal.
By applying these strategies and continually optimizing based on performance data, you can drive more qualified leads, increase occupancy rates, and fill vacancies faster than ever before.