CONTEXT

Farmhouse Luxury Apartments is a stunning new development in Murfreesboro, TN that was struggling to reach 90% occupancy. While the property itself was strong, market conditions were compounded by an underperforming paid search strategy and a high-cost custom website that lacked clarity and differentiation. Marketing spend was high, cost-per-click was inflated, and the brand failed to clearly articulate why Farmhouse stood apart from nearby competitors.

Strategy & Execution

Elevating the model apartment was a critical first step in increasing lead volume and attracting demand aligned with the property’s luxury positioning. By investing in staging that reflected the true price point and lifestyle of the community, we improved tour quality and strengthened conversion among the intended renter demographic.

From there, we led a full website relaunch supported by new photography and refined messaging—ensuring the digital experience matched the in-person product and clearly articulated Farmhouse’s value within its competitive set. Finally, the digital strategy was rebuilt around high-intent renter behavior, with tighter keyword targeting, improved campaign structure, and smarter budget allocation to reduce cost-per-click and improve overall lead efficiency.

KEY OUTCOMES

The property finally reached stabilization within one year of engagement while reducing overall marketing spend.

Average Occupancy: 94% (as of Q3 2025)

• Lead Growth with Less Spend: Delivered 30% more leads YoY while reducing the paid search budget by 70%, shifting investment toward higher-performing, conversion-driven channels.
• Tour Volume Increase: Tours increased 39% YoY, reflecting improved lead quality and stronger renter intent.‍
• Reduced paid search spend by approximately 61% year-over-year, while simultaneously increasing lead volume and improving overall leasing efficiency.‍
• Cost Per Lead: Achieved a 70% reduction in cost-per-lead YoY through refined targeting, optimized campaign structure, and smarter channel selection.‍
• Cost Per Lease: Reduced cost-per-lease by 64% while maintaining leasing velocity—demonstrating the strength of our conversion-first marketing strategy.

Long-Term Asset Value: Farmhouse now operates with a streamlined, high-performing website that converts consistently, clearly communicates the asset's value, and supports long-term leasing success—without excessive monthly fees.