Freeman Webb Client Success Story
Life and multifamily marketing campaigns before Digible were bleak for Freeman Webb. It all started in July 2018 in the heyday of Digible when Freeman Webb, a property management company based in Nashville, Tennesee was delivered a Fiona from Digible banner ad (talk about quality conversions). They sought out solutions and strategies for their multifamily marketing campaigns, getting the best bang for their marketing dollar and, needless to say, a match, thus blossoming into a long-standing, valuable partnership.
As an extension of the Freeman Webb team, our crew at Digible implemented successful campaigns to achieve their goals, optimized marketing dollars and yielded successful results to maximize their ROI for lease-up properties in Tennessee. Some highlights include:
- Increase in Visibility With Google Posts: Properties saw an average 5% increase in Google Maps visibility across both mobile and desktop platforms.
Quality Organic Traffic: Daily Google posts also drove higher-quality organic traffic to business websites. Organic search sessions saw a modest increase of 0.2%, while the average organic website conversion rate jumped by 24%
Implementing Performance Max: Yielded successful results with consistent KPIs, engagement, and CTR, which led to an 8% increase in conversions.
Why Digible? What Sets Us Apart
Successful SEO Strategies with Daily Google Posts
For Freeman Webb tests, we analyzed the impact of Daily Google Posts on the organic presence of a property with similar year-over-year (YoY) budgets for an accurate comparison.
- Increase in Visibility: Properties that posted daily on their Google Business Profile (GBP) experienced a notable visibility boost, with an average 5% increase in Google Maps visibility across both mobile and desktop platforms.
- Customer Actions: This enhanced discoverability translated directly into more customer actions, including requests for directions and phone calls originating from the GBP listing.
- Quality Organic Traffic: Daily Google posts also drove higher-quality organic traffic to business websites. Organic search sessions saw a modest increase of 0.2%, while the average organic website conversion rate jumped by 24%.
- User Engagement: Metrics like average session duration and pages per session also improved.
- Year-Long Impact Assessment: A year later, we investigated the impact on properties’ organic presence after discontinuing daily Google posts. Within this test, Digible saw that implementing fresh daily Google posts content puts the property’s online brand presence in favor of Google’s content freshness algorithm while also driving quality organic traffic onto the property’s website.
The results highlight that incorporating daily Google posts into your property’s marketing plan is a highly impactful strategy to achieve goals and increase organic presence. Doing so can not only significantly enhance your property’s organic presence, but also brand awareness, user engagement, and traffic, ultimately leading to increased customer actions and conversions for your apartment community.
Freeman Webb also rebranded in 2020-2021, and we were happy to strategize and support this refresh.
Related Reading for Rebranding:
Google Business Profile Map View 2021 Compared to 2022
“Fiona provides us with unparalleled access to a vast array of market data, delivering insights that streamline our budget planning and strategy. This allows us to adjust our spending dynamically based on occupancy and specific needs. With Fiona, we've eliminated the guesswork in our allocation decisions, optimizing our investment across various platforms. I also appreciate the detailed ILS information, including which ILS’s appear in specific searches and the package recommendations for Apartments.com. Fiona's daily update emails are my go-to resource each morning, keeping me informed on everything from new platform offerings to social media analytics, best practices, and community-specific insights on reputation and SEO.”
Performance Max: Taking Paid Media to the Next Level
At Digible, one of our core values is curiosity. And we feel curiosity and creativity go hand in hand and we like to experiment to achieve optimal results and drive goals for our clients and partners. We saw an opportunity to increase conversions for several Freeman Webb properties and allocate budget to paid search with Performance Max.
With an increase in budget, we ran Performance Max (Pmax) from November 2023 to April 2024 for several properties in the Nashville area, which yielded successful results with consistent KPIs, engagement, a 33% decrease in Cost-Per-Click (CPC), with an 8% increase in conversions.
Final Thoughts
“Our Digible representative is truly an extension of our marketing team. I rely on them for valuable insights and recommendations, and we frequently discuss new platforms and strategies. She is always available to address any questions, and if she doesn’t have the answer immediately, she promptly consults with her team. She’s also more than willing to join calls with owners or anyone else who needs information about our services.”
As an extension of the Freeman Webb team, our crew at Digible implemented successful campaigns to achieve their goals, optimized marketing dollars, and yielded successful campaign results to maximize their ROI for lease-up properties in Tennessee.
Through SEO and Performance Max campaigns, our apartment marketing strategy increased visibility with daily Google posts, a 5% increase in Google Maps visibility across both mobile and desktop platforms. Our campaigns also garnered quality organic traffic to property websites and organic search sessions with organic website conversion rate increasing by 24%. Lastly, with implementing Performance Max, data concluded consistent KPIs, engagement, and CTR, with an 8% increase in conversions.
