With more than 245 properties across the Southeast and into Texas, Hawthorne Residential Partners has relied on Beacon since 2022 to analyze both local and national trends, ensuring their digital marketing campaigns reach the target audience of qualified and eager potential renters.
Using data from Google Analytics to develop customized reports and comprehensive strategies, Beacon's PPC campaigns enhance Hawthorne's web presence, increasing lease applications and inquiries for the company's multifamily residential properties. Ongoing paid search and paid social management connect Hawthorne with regional apartment seekers while search engine optimization (SEO) efforts increase organic traffic and engagement.
+130%
increase in YoY lease inquiries.
-29%
decrease in cost-per-conversion.
+59%
increase in conversion rate.
Due to improved traffic and brand visibility resulting from Beacon's paid search and SEO campaigns, lease inquiries showed steady growth and more than doubled year-over-year in 2024, leading to increased occupancy at Hawthorne properties.
With Beacon closely monitoring campaigns, keywords, and analytics data, the cost-per-conversion rate decreased significantly, with rates hitting their lowest in December 2024. This resulted in a higher ROI for Hawthorne without sacrificing reach and engagement.
Beacon's paid search and paid social ad campaigns were strategically designed to meet qualified regional audiences. These campaigns inspired significantly more users to convert and click through to Hawthorne property websites and submit lease inquiries.
To reach renters across Hawthorne's hundreds of properties, Beacon created customized strategies designed to target users at each stage of the leasing funnel. Each strategy features unique campaigns and CTAs for lease-ups, stabilized properties, and new development. Regular reporting and check-in calls with on-site teams provide Hawthorne with detailed info on how each campaign works and clearly outlines their communication plans.
Beacon's Google Analytics strategies for Hawthorne focus on custom tracking and dashboards which integrate both online and offline data. This comprehensive, customized approach to GA management enables Hawthorne's marketing teams to make informed decisions around their paid search and paid social ad spend.
With hundreds of properties across several states in the Southeast, Hawthorne requires a heavily customized approach to their reporting. Beacon developed custom tracking and manages more unique dashboards for Hawthorne than any other multifamily client to meet their specific needs. Because of our recommended approach to populate reports with both online and offline data, we ensure Hawthorne and its varied properties have the most comprehensive insights into their digital marketing efforts.
Beacon built out 130 comprehensive marketing and re-marketing campaigns to directly reach qualified renters and inspire conversions. These campaigns started with interactive setup calls to educate teams on strategy and goals, resulting in custom paid search campaigns to reach prospective residents wherever they are in the leasing process. Beacon also introduced Hawthorne to and now manages integration with Flair, a platform providing real-time pricing automation and more to improve lead quality.
Beacon created paid social campaigns to generate interest, improve awareness, and grow upper funnel traffic for specific properties by targeting regional audiences on Meta platforms. These efforts contributed to an overall increase in digital ad clicks, resulting in conversions and engagement by qualified users, and ultimately, more year-over-year lease inquiries.
