A Comprehensive Web Marketing Solution

Ongoing Campaign Management for all paid advertising (Google Ads and/or Social Ads), to all current and future individual properties. Support includes the initial setup and ongoing management, as described below, to increase property visibility and generate leads. Each property is billed monthly based on total ad spend for the portfolio.

Initial Setup

• Strategic Planning Kickoff Meeting with Beacon’s Paid Advertising Team.
• Paid Search (Google Ads): Comprehensive Property campaigns (branded, non-branded, performance max, display) with ad groups, brand, amenities, competitors, price, and location.
• Paid Social Media Ads: Comprehensive Property campaign on Meta Ads (Facebook and Instagram) with landing page view and website traffic ads. Includes profile setup, cleanup, and/or guidance (cover photo, profile image, about us, contact data, hours, mission) for up to 4 social channels for best practices and to optimize organic social results, increase visibility and generate leads.

Monthly Ongoing Management & Optimization

• Includes all of the following, depending on need, platform, and priorities: Campaign Budgeting, Ad Copy Updates, Asset Management (Promos, Price, Callout, Location, Image, etc.), A/B Testing Ad Copy & Landing Pages, Geo-targeting Optimizations, Ad Scheduling, Device Bidding & Demographic Adjustments, Search Term Cleanup & Additions, Conversion Optimization, Tracking Improvements and Display Targeting Improvements.
• Quality Score Report reviews to determine if pages require updates for more relevant content.
• Monthly Metrics Report & Quarterly Campaign Reviews via Property Intelligence (“PI”) Platform.
• Promotions/Specials: Management of up to 3 leasing promotions/specials per month
• Real-time Pricing & Promotion Services: Dynamically, and automatically, update pricing to keep ads in sync with the website. Update specials quickly and cost-effectively across campaigns.

Properties may elect either a Premium or Basic Plan to ensure steady, optimal performance in the search engines to attract customers that are actively searching in their geographic area for properties. Both plans include technical and content boosters, ongoing local data maintenance and ongoing general SEO health management. Beacon specifically designed these plans to closely monitor and audit SEO health, continuously update and add content, and drive higher quality scores to lower paid advertising costs. Each property is billed a fixed monthly fee.

Local Data Maintenance & General SEO Health Management

• Local Data Maintenance: Monthly review and optimization of local profiles on Google Business Profile (“GBP”) and Bing, focusing on property data, images, resident reviews, promo posts, product posts, Q&A, unflattering imagery*, and other features introduced by GBP/Bing that will increase visibility and traffic. Issues are remediated and you are notified about anything that needs further attention. GBP/Bing is also updated with the current promo offers, new local features as they are released, and floor plans.
• SEO Monitoring: The SEO health of your property site is continuously assessed using the data being gathered through Beacon’s enterprise subscription to Semrush. By tracking the most critical factors of your SEO performance, especially over time, we can easily identify trends and areas of weakness. Tuning and remediation occurs through Technical and/or Content Boosters.

SEO Technical Boosters

• SEO Full Audit & Remediations: A comprehensive series of 5 specialized site audits are performed with documented findings and recommendations for improvement. Remediations include new/updated technical files (i.e., robots.txt and XML sitemaps) and other critical tuning.
• Local Listing Optimization: Comprehensive review and optimization of your local presence on Google and Bing, with emphasis on business descriptions, service area, floorplans & appointments links, user/Google updates, and Google Analytics tracking.
• Structured Data: Code is added to help Google and other search engines understand the content better and therefore show property location, floor plans, amenities, pricing, and other calls-to-action like leasing and tours. Structured data also allows Google to enable search result features, known as rich snippets, like answer box and image information.

SEO Content Boosters

• Content Assessment: Beacon’s Specialists collaborate to assess on-page keywords and the performance of both Google Ads and organic search results. Content upgrades are identified to increase quality scores and build SEO-friendly content to optimize return on investment through lower CPC rates (cost per click) and deliver higher organic rankings.
• Content Optimization: The quality of existing content is improved on the following pages: Homepage, Floorplans, Amenities, Map/Neighborhood, Contact/Tour, Blog, FAQ, and Q&A Content.
• Content Production (“Funnel Builder”): Focus market research is conducted to identify new upper-funnel content specifically to attract the target audience(s). Blogs, resident portfolios, FAQs, Q&As, and other content types are created to drive more new visitors to the site by increasing content freshness, variety, and focus on the resident experience per AI and Google's newest guidelines on preferred content types. Content production is the single, most impactful, approach for increasing traffic and leases from your organic strategy.

Beacon’s Property Intelligence Platform for GA4 Tracking & Reporting is installed at the portfolio level so that all properties use a common, consistent tracking and reporting service. Each property is then “plugged” into this platform. SpotLight includes ongoing support for Google Analytics & Tag Manager for all properties. This is included with the Paid Advertising Plan, Premium SEO Plan and Basic SEO Plan.

Setup: Tracking Workbook, Domain Health Monitor & Feature Configuration

• Beacon's proprietary domain health monitor will be set up for all property websites. This monitor reviews critical site elements on a weekly basis to alert any issues that could affect visibility in the search results (site outages, blocked crawlers, etc.). It also helps to ensure that your paid ad budget is spent effectively, and all sites are functioning properly for users and search engines.
• A custom Website Analytics Tracking Reference Workbook is created that covers all the settings and features used in Google Analytics and Google Tag Manager to support tracking toward your business goals. All of the following features are addressed:
• Events, Key Events (formerly “Conversions”), Audiences, Custom Dimensions, Channels, Reporting Customizations, Data Filters, Data Retention, and/or Google Ads account synchronization (if applicable).
• All necessary tags, triggers, and variables in Google Tag Manager to facilitate proper tracking.
• Reporting/Visualization of the data and results to support consistent evaluation of key performance indicators, performance, and trending.

Support: Google Analytics (GA4) and Google Tag Manager (GTM)

• Implementation:  A custom “roll-up” GA4 property and Tag Manager container is implemented based on your tracking requirements, with the added ability to drill down to individual property-level views for deeper insights. Unlike individual GA properties for each website, a centralized setup consolidates all digital activity into a single source of truth—making it significantly easier to maintain tracking consistency, monitor performance across the portfolio, and spot trends or issues at scale. This approach unlocks the power of big data by enabling broader insights, more efficient optimizations, and stronger measurement of paid media and on-site engagement.

• Ongoing Management: Your Google Analytics configuration is managed and tuned regularly (see list above), especially if/when your tracking requirements may change over time based on business needs. This is critical to ensure data collection is accurate, consistent over time, and complete across all properties in order to confidently inform marketing and sales decisions (trends, audience engagement, etc.).

Ongoing Analysis & Reporting Monitoring

Analysis and reporting is performed regularly for each property, as well as portfolio-wide, to assess traffic and conversions by channel, and then identify opportunities to improve performance and optimize budget. Communication, collaboration, and consultation are central to continuous improvement, which is delivered through a wide array of reports and activities.

• Weekly Domain Health Monitoring to identify & report any critical SEO issues across the entire portfolio of properties. Remediation options are discussed, but these types of issues sometimes require developer support.
• Weekly Status Calls with your corporate team to stay connected, discuss results, adjust strategy, and plan accordingly.
• Monthly Dashboard Support for each property, which includes ongoing collaboration to modify and enhance dashboard reports as needed.
• Monthly Comprehensive Portfolio Report for corporate that includes insights, trends, channel performance and recommendations to drive short-term wins and adjustments to improve conversion rates, drive more qualified traffic and improve return on investment. Reporting is compilation of data and analysis from a variety of sources such as Google Analytics, Search Console, Google Ads, SEO Clarity, and other tools used to inform digital marketing tactics and strategy.
• Quarterly Strategy Sessions to discuss results, trends, and recommendations in order to continuously improve ROI and support ever-changing goals based on website trends, opportunities, competitor activities, and business requirements.

All engagements are led by a dedicated Project Manager who will serve as your primary point of contact throughout your partnership with Beacon. The Project Manager keeps the project moving, manages the timeline and budget, tracks issues, handles meetings and communications, and is focused on quality and results.