Where Creative Strategy Meets Real Results

Led optimization and restructuring of paid search campaigns across a multi-property portfolio to improve efficiency, scale performance, and capture higher-intent demand.

Challenge
Paid search campaigns were generating steady traffic but had significant opportunity to improve efficiency, reduce costs, and better convert high-intent users.

Strategy
Shifted to a performance-first paid search approach, focused on:

• Campaign restructuring for efficiency and scalability
• Improved keyword targeting and intent alignment
• Ongoing optimization based on conversion data

Execution

• Refined keyword strategy to prioritize high-converting search intent
• Improved campaign structure and budget allocation
• Continuously optimized bids, targeting, and performance signals

Impact

• Increased conversions by ~99% year-over-year
• Reduced total spend by ~18%
• Increased clicks by ~28% and impressions by ~66%
• Reduced cost per click by ~36%
• Reduced cost per conversion by ~59%

Nearly doubled conversion volume while significantly reducing both spend and cost per acquisition.

Repositioned marketing strategy for a stabilized community to significantly increase leasing performance through conversion optimization rather than lead generation.

Overview
Repositioned marketing strategy for a stabilized community to significantly increase leasing performance by improving conversion efficiency across the funnel, rather than relying on increased lead volume.

Challenge
Leasing performance needed to improve, but lead volume had plateaued. Increasing spend alone would not guarantee better results—conversion strategy and overall funnel performance needed to evolve.

Strategy
Focused on mid- and lower-funnel optimization to improve how effectively demand converted into leases, including:

• Strengthening brand positioning and messaging clarity
• Improving creative consistency across campaigns
• Enhancing alignment between digital experience and on-site leasing journey
• Prioritizing lead quality and conversion efficiency over volume

Execution

• Refined campaign creative and messaging to better resonate with target renters
• Ensured consistency across paid media, website, and touring experience
• Optimized the path from lead to tour through clearer expectations and stronger intent signals
• Supported leasing teams with more qualified and better-informed prospects

Impact

• +54% Lease Growth year-over-year
• +53% Lead-to-Visit Conversion
• +55% Lead-to-Lease Conversion (4.1% → 6.4%)
• -11% Cost per Lease despite a 38% increase in marketing investment

Improving conversion efficiency across the funnel, not just increasing traffic, can drive significant growth while lowering cost per outcome and maximizing return on investment.

Rather than increasing spend, I focused on improving how we showed up – ensuring the right message reached the right audience at the right time.

Overview
Led paid social strategy and optimization across a multi-property portfolio, focusing on improving efficiency and maximizing performance from existing budget.

Challenge
Paid media campaigns were generating strong volume but presented an opportunity to improve efficiency and reduce overall spend without sacrificing performance.

Strategy
Shifted toward a more performance-driven paid media approach, prioritizing:

• Campaign and audience optimization
• Creative performance improvements
• Smarter budget allocation across campaigns

Leveraged data-driven insights and emerging tools, including AI-assisted analysis, to refine targeting and improve campaign efficiency.

Execution

• Refined audience targeting to reduce wasted spend
• Optimized creative based on engagement and conversion signals
• Reallocated budget toward higher-performing campaigns

Impact

• Reduced total spend by 24% year-over-year
• Maintained strong performance with only ~11% decrease in results
• Increased reach by 6% and impressions by 10%
• Improved cost per result by ~15%

Achieved significantly greater media efficiency, reaching more users and lowering cost per result while reducing overall spend.

Connecting paid media, lead quality, sales alignment, and conversion across a 16-community portfolio.

Overview
Led performance marketing strategy across a 16-community rental portfolio, connecting audience targeting, paid media, website strategy, lead management, and sales alignment to measurable leasing and revenue outcomes.

Challenge
Each community operated in a different market with its own pricing, competitive set, customer profile, occupancy needs, and conversion challenges. The portfolio required a scalable marketing framework that could support overall performance while allowing for property-specific targeting, messaging, budget allocation, and optimization.

Strategy
Built a full-funnel, performance-driven approach focused on:

• Generating qualified demand rather than lead volume alone
• Matching channel strategy and messaging to each property’s audience and business goals
• Monitoring conversion throughout the prospect journey
• Aligning Marketing, Sales, and Operations around lead quality and follow-up
• Reallocating spend based on downstream performance and revenue potential

Used portfolio-level reporting alongside property-specific insights to identify where prospects were dropping out of the funnel and where marketing investment could have the greatest impact.

Execution

• Managed paid search, paid social, email, websites, organic social, listing platforms, and nurture campaigns
• Refined targeting, creative, promotions, landing-page content, and calls to action
• Reviewed lead-source quality, tour activity, no-show trends, and lease conversion
• Held recurring performance reviews with Operations and onsite sales teams
• Implemented AI-assisted lead nurturing to improve response speed and follow-up coverage
• Adjusted budgets and channel mix based on cost efficiency, lead quality, and conversion performance

Impact

• Generated or influenced 35,485 leads
• Converted 25,812 leads into active prospects
• Drove 6,564 property visits
• Supported 2,238 executed leases
• Achieved a 73% lead-to-prospect conversion rate
• Achieved a 25% prospect-to-visit conversion rate
• Achieved a 34% visit-to-lease conversion rate
• Supported communities generating nearly $65 million in annual operating revenue

Delivered a scalable performance marketing program that connected media activity to qualified demand, onsite sales activity, lease conversion, and revenue performance across a diverse multi-property portfolio.

Figures reflect the 16 communities with complete and comparable full-year 2025 data. My broader portfolio included approximately 30 communities, with 15 sold in October 2025.