Hearthstone is a newly developed multifamily apartment community focused on attracting qualified renters actively searching to move in to their next home. Their growth and overall market value hinges on their ability to capture high intent prospective tenants and fill leases quickly.

Launching a brand-new apartment community is one of the hardest marketing challenges in multifamily. Hearthstone had no existing resident base, no established reputation, and needed to lease apartments while construction was still underway. Relying on listing sites alone wasn't enough to create the predictable leasing momentum needed to stabilize the asset. Every vacant apartment represented another day of lost revenue and another delay toward stabilization.

We launched Google Search campaigns which targeted renters actively searching for apartments in the area. We targeted highly specific keywords and built our ad messaging around the prospect profiles that previous data showed were most likely to convert. Our strategy allowed Hearthstone to capture prospects with real move in intent.

New Campaign Key Result:

23% CTR sustained over 45 days 

5x the industry average

The next problem we needed to solve was lost intent.

While renters were searching for apartments and clicking ads, too many of them were dropping off once they reached the landing page. The existing experience wasn’t doing enough to actually drive the prospect to take action and book a call.

This led to friction at the most critical moment when a prospect is interested and ready to move forward.

To solve this, we focused on:

• Clarifying unit availability and pricing context
• Adding popups that included deals when prospects booked immediately
• Reducing UX issues on mobile
• Improving page flow for a real customer journey that led to a final conversion action
• Adding trust indicators throughout the site

With our PPC engine now fully running, the next step was capturing renters who didn’t convert on their first visit.

In multifamily and other long decision cycle industries, prospects often compare locations and take time while deciphering between various alternatives. Meta retargeting allowed us to stay visible during this decision window.

We paired this retargeting layer with short form video ad creative designed specifically for apartment shoppers. These videos showcased the community, interiors, amenities and location benefits in a quick, scroll-stopping placement built for short form social.

Within just eight months, Hearthstone transformed from a community still under construction into one of the market's fastest-growing lease-ups. By building an owned demand generation system that consistently attracted qualified renters throughout every stage of development, the property reached 55% occupancy before construction was complete and climbed to 87% occupancy immediately following completion. That leasing momentum helped Hearthstone earn recognition as CoStar's 2025 Multifamily Property of the Year, proving what happens when a lease-up is powered by a predictable marketing system instead of relying on third-party listing sites alone.