Fill units with qualified renters, at a cost per lease that pencils.

A low reported cost per lead is often mostly button clicks and form spam, not real renters. Once tracking is rebuilt around qualified calls and applications, the true number is usually much higher. It is better to optimize to the leads that fill units than to a flattering metric.

Yes, when pacing is tied to occupancy rather than a flat budget. We push spend toward the communities and floor plans that need to lease now and ease off the ones that are full, so budget follows real vacancy instead of an even split that ignores it.

We rebuild tracking to the events that fill units, qualified calls and submitted applications, instead of counting button clicks or page views as conversions. Bidding then optimizes to renters who tour and apply, which is what moves occupancy.

Usually yes. Auto-apply turns on search partners, loose match types, and blank-check bidding that degrade a leasing account fast, often before anyone notices. We turn it off, rebuild the fundamentals, and put bidding back on signals that reflect real leasing demand.

Yes. Each community is run to its own submarket and vacancy, with budget and performance rolled up into one clear view. A property that is struggling gets attention and a full one stops overspending, instead of a portfolio average hiding both.

Offers and concessions change often in leasing, and ads that lag behind waste spend and frustrate renters. We keep the messaging current with the actual offer and the units you need to fill, so the ad, the landing experience, and the leasing reality match.

Google Search and Maps where renters look, plus Performance Max with video where offline conversion tracking can feed it. The focus is the searches that signal a ready-to-move renter for each community.