Multi-Family Residential Company’s PPC Strategic Shift Yields +1100% in Conversion Rate - MarCom Awards

HawkSEM

Los Angeles, CA

Multi-Family Residential Company’s PPC Strategic Shift Yields +1100% in Conversion Rate

Client: Tricon Residential
Category: Advertising/Marketing | Online | 56. SEM Campaign
About Project

Tricon Residential Partnered with HawkSEM to Hit Occupancy Goals & Scale Business Through Strategic Paid Search
Tricon Residential is an international real estate rental agency and their mission is to help people find the home they’ll love through an effortless, exceptional renting experience. The company offers well-located single-family, community, and multi-family apartment homes near schools, offices, and recreation areas, along with maintenance and repair services as needed at no extra cost. Currently, Tricon Residential has locations in Canada and more than two dozen U.S. states.
THE GOAL
Tricon Residential was looking to improve occupancy goals across its real estate portfolio including its single-family rental communities and scattered site homes in the U.S., as well as its multi-family rentals in Canada.
THE CHALLENGE
The Tricon team’s paid search initiatives needed to be amplified in order to meet and scale occupancy goals for the company. The account strategy was lacking sophistication and the structure was not conducive to scaling when they came onboard.
THE SOLUTION
After digging into Tricon Residential’s account and current paid search efforts, we prioritized implementing the latest proven best practices in Google Ads. This included conducting keyword reviews, making ad copy optimizations, adjusting conversion action strategy, and consolidating campaigns and/or ad groups.
We worked with the client to determine what their most important conversion actions are to be able to optimize toward key business goals as much as possible.
Our team customized our PPC approach based on where the greatest need lies, as it varies by month and region. We regularly conducted A/B testing to ensure our campaigns were reaching the right audiences at key moments with the right messaging.
THE IMPACT
Year-over-Year Key Business Results:
- 122% increase in self-tours
- 389% increase in showing requests
- 279% increase in applications
Year-over-Year Google Ads Account KPIs:
Along with the business goal-oriented results above, both the Tricon and HawkSEM teams were thrilled with YoY Google Ads metrics, including:
Single Family Rental Communities:
- 287% Increase in core conversions
USA Results:
- 452% Increase in click-through rate on National account
- 1,104% Increase in core conversions
- 89% Decrease in CPA
Canada Results:
- 45% Increase in CTR
- 633% Increase in core conversions
- 64% Decrease in CPA

Credits

Chloe Derse, Lead Strategist, HawkSEM
Gina Ryan, SEM Account Manager, HawkSEM
Cristin Barta, SEM Account Manager, HawkSEM
Nicholas McDermott, SEM Account Manager, HawkSEM
Abigail Beene, SEM Account Manager, HawkSEM