Digital Marketing & Paid Media

Paid Media Built Around Cost Per Lease, Not Cost Per Click

Understanding click through rate and identifying the quality in your pay-per-click is one approach. But considering view through impressions to the close is really what we’re after. It’s most often the objective of a pay per click offering to focus on cost per lead. And that is better than pay per click but the question should more and more be, how can we use technology to shore up the gaps between first touch and last touch conversions. The question that matters is how many of those clicks never toured, never called, and never converted into a customer.

Boxley Marketing runs paid media for multifamily operators, senior living communities, and real estate businesses established in the Dallas-Ft. Worth area and looks for solutions based on your marketing stack for how we can get closer to measuring cost per lease.

What’s included, built to your portfolio’s needs:

• Google and Microsoft Ads. Search campaigns built around the terms your prospects are actually typing: “apartments for rent near me,” “assisted living in [city],” “multifamily property management [market].” Keyword research, ad copy, and landing pages built for conversion, not just traffic.
• Google Display and Demand Gen. Mover and life-event targeting to reach people before they start actively searching, useful for both multifamily leasing and senior living inquiries.
• Meta and Instagram advertising. Custom audiences, dynamic ads, retargeting for site visitors who didn’t convert. Custom design by location and the capability to design dynamic ads pulling from your available units. Creative built for renters, not generic display campaigns. And more.
• Landing page optimization. Pages built to match the ad that drove the click, not a generic website page that makes the visitor hunt for what they came for.
• Analytics and attribution. Analytics dashboards that ties everything together from ad spend to outcomes, not just form fills and integrated with a CRM or leasing platform. We are dedicated to understanding true performance.

Strategic Program Built for Your Business

A lot of paid media gets sold a fixed bundle, but what you actually need is a customized strategy based on property or portfolio’s needs.

Every Boxley Marketing engagement starts with your goals, occupancy targets, lead volume, market considitions, and builds the channel mix around that. Boxley Marketing has significant years supporting real estate and general B2B marketing, so we know what has worked, what is working, and are keeping a pulse on the market of where the digital marketing landscape is going.

Proven Experience

Before Boxley Marketing, Scott ran paid media for two regions of Greystar’s luxury multifamily properites. For one property after 1 year of work we saw +570% website sessions, +580% conversions in one year, with organic traffic up 764% year over year.

He also managed a $370K annual paid search budget across 70+ property senior living portfolio for Capital Senior Living, delivering 3,296 leads at $115 average cost per lease.

Lastly, he’s supported real estate investors paid search efforts, focused on a CPL of $100 or less, 15-25% conversion rates, and 1 in 12 papered deals.

In addition, Scott and Boxley Marketing has support real estate agents with brand marketing and lead generation for both buyers and sellers of real estate.

Scott lives and breathes both digital marketing and real estate. He and his family love properties and have managed a home renovation for every house they’ve ever lived in. Scott did house construction as a highschooler and in college.

Why Operators Choose Boxley Marketing for Paid Media

There are many canned programs from data providers that are built to get and keep your data rather than help you understand and shift based on the needs of the business and implementing the right strategy for your needs in paid media and digital marketing. These platforms optimize for what is most convenient inside their platform, not necessarily what performs the best in your specific market.

Boxley Marketing runs paid media with direct access to the person managing and running your account. We put together reporting that you can hold accountable, and no platform vendor conflicts steering where your budget goes.

Common Questions About Paid Media

How much should I spend on paid media? It depends on how big the market is that you’re going after, the competition, and your goal for leads. Its best to do an audit based on your specific situation to give you a realistic budget range before you commit to anything.

Which channels should I prioritize: search, display, or social? Search usually captures the highest-intent traffic because you’re targeting the terms that indicate they are in-market for your services. Display and social work higher up in the funnel, reaching people before they are specifically looking for your services. Most effective paid strategies use both. But the right mix depends on your market and how competitive your search terms are.

How do you measure success beyond clicks? It depends on your goals in real estate and the marketing tech stack that you currently use. For multifamily it would be cost per lease. For senior living it would be cost per lease or move-in. The goal is to have CRM-integrated attribution that traces your ad dollars all the way to a signed lease or closed deal, not just from the point at which they filled out a form submission.

Do you manage the budget, or just the strategy? Both. Boxley Marketing manages campaigns directly and is seeking to gain insights from what we’re learning and from your experience. We will both agree on the final spend and fees.

How is this different from what my CRM or leasing platform offers? Platforms like Yardi, Entrata, and RealPage bundle basic marketing tools, but their solutions are built for their needs, which is ultimately your data. What we are proposing is developing a strategy customized to your needs and flexible to make changes as we learn. This just isn’t possible with a traditional property management platform. We can even help you create your own integrations and even build your own CRM that is independent of these large platforms that limit your ability to be flexible and implement the right strategy.

Let’s Talk

Get a free audit of your current paid media performance or your data integration. We’ll review what’s working, what’s wasted, and where the budget could move the needle.