Cagan Management Group
Running marketing for an apartment portfolio across four states, and proving which dollars actually sign leases.
The challenge
Google Analytics said Google Ads was the best converter. The leases said otherwise.
As AI search changed how renters find apartments, Google Ads performance slid, but last-click reporting kept giving it the most credit. Gaps in Yardi tracking made it worse: leads and leases weren't connecting back to their real sources, so budget kept flowing to the wrong place.
What we did
A full redevelopment of the portfolio's digital presence, built on true lead-to-lease attribution.
- Server-side tracking. Lead-to-lease attribution from first click through to the signed lease, so every lease is credited to its real source.
- Yardi tracking fixes. Closing the gaps between property websites, leads and leasing data.
- AI-ready websites. Rebuilding the corporate site and every property site, interlinked and optimized for SEO and GEO.
- Portfolio performance tracking. One view of marketing performance across every community.
- Live occupancy data. Pulled weekly, so we push the units that are sitting and pull back where units are moving.
- Media rebalancing. Budget moved out of underperforming Google Ads and into the channels the attribution proves.
Where it stands
Media spend is down 40% as true attribution shows where leases really come from.
The website redevelopment is underway, from the corporate site down to each property, and weekly occupancy data now decides where the budget goes.
How the portfolio runs.
Pull
Live occupancy and leasing data from every property.
Spot
Which units are moving and which are sitting.
Shift
Budget and creative toward the stagnant units.
Prove
Lead-to-lease attribution shows what actually signed.
Every week, for every community in the portfolio.
More of our work.
All multifamily →
North Union871 N Franklin filled on ~$10K in total media
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