A look inside the integrated digital marketing strategy that is helping a 3,500-unit multifamily portfolio dominate the Midwest market.
The Multifamily Marketing Challenge
In the competitive world of multifamily real estate, simply listing an apartment isn’t enough. To achieve high occupancy and maximize revenue, property managers need a strategic partner who can drive qualified traffic and convert leads into leases. This was the challenge facing PRAXM Management, a leading property management company with a portfolio of 14 high-end apartment communities across the Midwest.
With over 3,500 apartment homes ranging from studios to three-bedrooms, PRAXM needed more than just a marketing vendor. They needed a partner who could deliver a full-funnel digital strategy to:
-
Drive consistent lead volume across diverse submarkets.
-
Lower their overall marketing cost per lease by reducing reliance on expensive Internet Listing Services (ILS).
-
Build and maintain a stellar online reputation that reflects their brand’s commitment to exceptional service.
PRAXM turned to GREENstick to engineer a solution.
The Solution: An Integrated “Organic + Paid” Ecosystem
At GREENstick, we don’t believe in siloed marketing. We build integrated digital ecosystems designed to capture renters at every stage of their journey—from initial discovery to the final lease signing. For PRAXM, we deployed a comprehensive strategy with a total Year-to-Date investment of $450,000 targeted at four key pillars.
1. Hyper-Targeted Paid Advertising
We moved beyond broad targeting to deliver precision-crafted campaigns on Meta Ads and Google Ads. By focusing on high-intent renters in specific geographic areas, we generated a massive 30,000,000 impressions, ensuring PRAXM’s properties were top-of-mind for prospective residents actively searching for their next home.
2. Organic Search Dominance
Appearing first in local searches is non-negotiable. Through aggressive organic SEO tactics and optimized Local SEO tactics, we achieved 1.1 Million views on Google Business Profile alone. This organic visibility is a critical driver of high-quality, lower-cost traffic.
3. Social Media Storytelling
To connect with renters on a more personal level and showcase the lifestyle of PRAXM communities, the Onsite Team Members executed a robust social media strategy across Facebook, Instagram, TikTok, and YouTube. This resulted in an organic reach of over 1,000,000, building brand awareness and fostering community engagement.
4. Proactive Reputation Management
In the luxury market, online reviews are a primary decision factor. The PRAXM Team implemented a proactive strategy to not only capture reviews but to respond to them at lightning speed. The team achieved an average response time of under 18 hours, significantly faster than the industry standard of 24-48 hours. This responsiveness signals to prospects that the management team is engaged and genuinely cares about its residents.
The Results: Record-Breaking ROI and Market Dominance
The Year-to-Date results of our partnership with PRAXM speak for themselves. By combining paid and organic tactics, we’ve created a powerful lead-generation engine that delivers exceptional return on investment.
Here are the key metrics from our collaboration:
Revenue Generated: $35,500,000
With a marketing investment of $450,000, our campaigns directly contributed to 1,500 new leases, generating over $35.5 Million in 12-month rent revenue. This represents a powerful ROI multiplier, with every $1 spent generating approximately $78 in rental revenue.
Marketing Cost Per Lease: $300
By optimizing our campaigns for conversions and driving high-quality leads directly to PRAXM’s properties, we achieved a marketing cost per lease of just $300. This is significantly lower than the multifamily industry average, which often ranges from $400 to $600 for luxury assets.
Stellar Online Reputation: 4.6 Star Average
The management team’s reputation management efforts have solidified PRAXM’s brand image. They successfully captured 1,050 online reviews, achieving an impressive average rating of 4.6 out of 5.0 stars.
Total Online Reach: 32+ Million
Across all channels, the PRAXM portfolio has achieved a massive digital footprint with over 32 Million total impressions (30M Paid + 1.1M GBP + 1M Organic Social), ensuring they are the most visible communities in their respective markets.
Why This Approach Works
The success of the PRAXM Management case study isn’t an anomaly. It’s the result of a proven, data-driven methodology that integrates paid and organic strategies to create a seamless and effective marketing machine. By focusing on the entire renter journey—from building awareness with massive reach to converting high-intent leads and nurturing a positive reputation—we help our multifamily customers achieve sustainable growth and market dominance.
Are you ready to take your multifamily portfolio’s marketing to the next level?
Contact GREENstick today to discover how we can create a customized digital strategy to generate leads, reduce costs, and optimize your revenue.