The Pillars of Prospect Park

The Pillars of Prospect Park aimed to increase move-ins in Q4 to meet vital occupancy targets and strengthen their digital presence. They aimed to strategically expand their paid ads program, ensuring compliance with personalized advertising policies. This approach focused on reaching high-quality, qualified users without compromising lead quality, positioning The Pillars for sustained success amidst recent website and CRM updates.

Evolve Systems developed a growth strategy tailored to counteract these disruptions and drive qualified lead generation. This included creating ads-specific landing pages, an increased ad spend across all ad platforms, and an enhanced conversion tracking setup in their CRM to support accurate lead attribution further down the funnel. These actions ensured all advertising complied with the necessary housing and health policies, targeting the right audience and sustaining high lead quality.

The refined approach led to significant gains for The Pillars of Prospect Park, including improved conversion tracking for better lead lifecycle monitoring and Google integration. YOY results showed a 340% increase in impressions and a 22% rise in clicks, reflecting substantial growth in reach and engagement. Lead volume grew by 83% with a 41% increase in ad spend, while Cost per Conversion rose by 184% as planned to enhance lead quality. Qualified lead volume continued to grow, overall lead quality remained stable, and the community experienced a boost in occupancy, safely meeting their Q4 goals.