Cost per Conversion 3.5x Lower Than the Industry Standard
94% Occupancy by February 2020
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The Client
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Client exterior

Cambria Cove is a newly renovated community in Houston, Texas. Their North Houston location offers studios, one, and two-bedroom floor plans that attract young professionals, small families, and Houstonians looking for a home away from the crowds but with easy access to the city center.

The Problem
Prior to November 2019, Cambria Cove had yet to establish a significant digital presence, which was impacting their ability to drive qualified traffic to their website and their community. They needed to implement a digital strategy that would work with their budget and increase occupancy rates.
The Dream
With occupancy rates resting in the high 80s in November 2019, Cambria Cove had ambitions to reach 92% occupancy by the end of January 2020 and establish digital strategies that would continue to pay off over time.

The Strategy
Xs and Os
The client partnered with Threshold to launch digital ad campaigns that would drive qualified traffic ready to convert.
Paid Search Ads
In November 2019, Threshold launched paid search ads for Cambria Cove that would take advantage of existing search traffic and drive highly qualified leads by focusing on hyper local searches. Search ads targeted keywords including “Cypress Station Houston,” “North Houston,” “77090,” and other local search queries.
Gmail Ads
A Gmail ads campaign was launched in November 2019 leveraging attractive lifestyle imagery and highlighting current move-in specials. Serving these ads to users within a 20-mile radius of the property meant we could inspire immediate action among a qualified audience.
Website Development
Even the best digital ad campaigns require a conversion-optimized landing page to seal the deal. In January 2020, following Threshold’s recommendations, Cambria Cove updated their website to provide an improved user experience that further supported conversions.

Web Development
Digital Marketing
The Results
The digital strategies implemented by Cambria Cove and Threshold pushed the property to meet—and exceed—their occupancy goals. While search ads drove conversion rates as high as 14.29%, Gmail ads promising $300 off the first month’s rent achieved a click-through-rate of 27.94%. These results reached their peak after the updates to the Cambria Cove website, which contributed to 175% more conversions month-over-month from December to January—and things only improved from there. By the end of February, the campaigns had driven 675% more conversions in 2020 than they had in 2019.
1,976% increase for Search Ads and 908% increase for Display Ads
Occupancy rate rose from 0% to 85%