MAG & MAY
DIGITAL MARKETING MULTIFAMILY CASE STUDY
FIND OUT HOW
The Client
Mag & May is an eclectic community in Fort Worth, Texas. It is located in the Near Southside neighborhood and sits at the gateway of the spirited Magnolia Village, home to some of the best food, music, and art in Fort Worth.
With an attractive location, enticing specials, and compelling branding, Mag & May had a rock-solid foundation—they just needed a custom digital strategy that would help them reach qualified prospects.
The Problem
The Dream
The Strategy
With an attractive location, enticing specials, and compelling branding, Mag & May had a rock-solid foundation—they just needed a custom digital strategy that would help them reach qualified prospects. We employed:
SEO Improvements
Though the community wanted to promote their enviable Magnolia Village location, we needed to do so in a way that would capture existing search traffic—and people just weren’t using the term “Magnolia Village” yet. We conducted an extensive keyword analysis and directed them toward SEO keywords that captured more organic and qualified traffic.
Landing Page Development
With increasing CTRs but low conversion rates, we knew we needed to take Mag & May to the next level with a conversion-optimized landing page. Their existing website had visual appeal but wasn’t designed to deliver essential information quickly and effectively. We needed to elevate their online efficacy with a separate landing page that was packed with all the information a prospect might need before taking the next step. This landing page would also need to continue the compelling messaging leveraged in our search and display ads to capture maximum traffic and keep the audience engaged.
Digital Ad Campaigns
Our SEO analysis also translated into more effective paid search ads, which targeted strategic local keywords with higher search volumes. We also helped Mag & May launch stunning display ads featuring the community’s unique art and murals across social media platforms, Gmail, and Google Ads. Along the way, we promoted lease specials the property was already running to drive up Click-Through-Rates (CTR) and generate warm leads.
The Results
Smart SEO and digital campaign strategies laid the groundwork for remarkable results. While SEO efforts established a strong online presence that drove healthy organic traffic over time, display ads promoting the community's specials and unique floor plan availability built on that foundation to create meaningful results quickly, raising Click-Through-Rates (CTR) by 675%. But the most exciting changes by far resulted from the development of a conversion-optimized landing page. By providing prospects the information they needed to take the next step, the landing page increased conversion rates by a whopping 1,976% for search ads and 908% for display ads.
