A case study reveals the rewarding results of a Yardi-led search engine optimization (SEO) and search engine marketing (SEM) campaign for Westdale, a national real estate investment and property management company. Using RentCafe Reach, Yardi tested, analyzed and optimized mobile ad campaigns for Westdale to produce fast results. These included a 160% increase in leads, 81% of which came from mobile devices like tablets and phones! About Westdale Westdale is headquartered in Dallas with six regional offices through the country. It focuses on acquiring, managing and developing investment opportunities and oversees approximately 200 properties in more than 30 cities. Westdale’s goal during the campaign was to work with Yardi to differentiate its communities from the competition and reach more potential renters. Process The case study focused on a RentCafe Reach campaign targeting rental leads. For Westdale’s campaign in a competitive Class A apartment rental market, Yardi researched, planned and executed SEO and SEM strategies to improve lead generation from organic and paid search results. Yardi is a certified Google AdWords partner, and RentCafe Reach campaign management is executed by Google AdWords Certified Specialists. This campaign used expanded text ads and other Google AdWords products. Conversion tracking throughout the campaign was used to support data driven marketing decisions. Results & Metrics The combination of SEO and SEM tactics created a large footprint in search results for Westdale, driving more qualified lead candidates. As a result, Westdale saw a significant improvement in the quality of both online and offline conversions at a lower cost. 160% increase in leads 66% increase in conversion rate 56% reduction in cost per lead Westdale’s Takeaways “When properties experience issues with low occupancy, combining SEO and AdWords brings immediate results,” said Jaymz Yates, director of technology at Westdale. “Yardi has fined...