CONTEXT

Exchange at Rock Hill is a visually striking new development that entered lease-up with a website solution that was costly to maintain. Despite the strength of the asset, the existing digital experience was overly complex, expensive month-to-month, and ineffective at converting interest into leases—creating friction in reaching stabilized occupancy. The challenge was to replace an inefficient, high-cost website and marketing setup with a streamlined solution that clearly articulated the value of the community. The brand needed to communicate convenience, flexibility, and modern living—without sacrificing warmth or approachability—while supporting leasing performance at a more sustainable cost.

STRATEGY & EXECUTION

We refined the brand narrative to emphasize lifestyle efficiency and design-forward interiors, aligning messaging with how residents actually live. This repositioning was supported by a comprehensive digital strategy centered on website optimization, leasing-focused content, and performance-driven campaign messaging.
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A new, streamlined website experience was implemented to improve usability, maximize inbound traffic, and drive stronger lead conversion—while dramatically reducing ongoing development costs. In parallel, we restructured advertising investments, prioritizing high-performing channels, refining targeting, and optimizing paid search to deliver stronger results with significantly less spend. Throughout the engagement, marketing decisions were guided by data, efficiency, and long-term value—ensuring visibility and engagement were maintained without unnecessary budget inflation.

RESULTS
‍The outcome was a more efficient, higher-performing marketing ecosystem that delivered stronger results year over year:

• 20% increase in leads
• 30% increase in tours
• Cost-per-lead reduced by 70%
• Cost-per-lease reduced by more than 50%