Hearthstone

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.

Before working with Maverick, Hearthstone relied heavily on big name lead sites like apartments.com to drive inquiries. However, while these sites did generate traffic, they lacked high quality traffic, consistency and cost efficiency. 

Hearthstone needed to shift from over-reliance on listing sites and move towards having a system that focuses on capturing high intent demand solely for their property. 

The challenge was to:

• Capture ready-to-rent search demand
• Lower cost per lead
• Increase qualified inquiry flow
• Give the property full ownership over its leads and data

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.

This combination allowed us to:

• Re-engage high-intent website visitors
• Build familiarity and trust through video
• Capture incremental leads that search alone would miss
• Improve overall conversion efficiency without increasing CPL