How A Property Management Company Regained Market Share & Increased Leads

Unique Accommodations

The Company

Unique Accommodations is a property management company serving the Vancouver area for over 20 years. With a focus on building relationships in Fortune 500, insurance, banking, mining, film production and relocation companies, Unique Accommodations quickly matches high-quality tenants to high-quality properties.

The Challenge

Despite an established presence in the property management market, Unique Accommodations noticed increased competition and a loss of market share as new competitors continued to pop up. The previous website and traditional marketing methods did not enable new customer acquisition. This, paired with market shifts and changing rental property regulations led to declining business growth.

The Goal

Unique Accommodations needed marketing support to:

  • Regain/increase lost market share 
  • Increase owner leads 
  • Grow rental unit inventory 
  • Augment website to improve visual appeal and better communicate value propositions

The Results

They worked with the Able & Howe team and:

Increased leads attributed to paid advertising by 187%

Increased their website lead conversion rate by 86%

Increased their overall website leads by 104%

Our Key Responsibilities

What we did:

  • UI/UX audit and redesign
    • Completed a user experience audit of high touch-point pages to ensure website changes have the most impact on outcomes
    • Identified areas of improvement to provide a better user journey and increase conversion rate 
    • Created wireframes and mockups to streamline user experience and better communicate service offerings 
  • Website content refresh
    • Revised content in tandem with the user experience to better highlight key service offerings, unique value propositions, and brand positioning
  • Paid advertising audit, strategy and management
    • Restructured Google Ads account to focus on performance and increase lead generation
    • Ongoing ad management and optimization to increase the number of owner-lead conversions 
  • Landing page development and content 
    • Designed a paid advertising-specific landing page to match user search intent better and simplify the conversion journey while improving cost efficiencies

How it Happened

After our team learned more about Art of Skin Care’s business concerns, we initiated on several projects in order to prioritize and address areas where we can increase revenue output.

Evaluate

  • Google Ads Audit: Conducted a Google Ads audit to identify opportunities for boosting campaign performance and maximizing revenue generation within the allocated budget.
  • Exported and analyzed customer data to establish benchmarks for customer repeat order rates, churn rates, and other key metrics. Identified key factors that strengthen retention and enhance customer lifetime value.

Create

  • Shifted from a non-targeted overall Google Ads performance campaign to a brand-specific new customer acquisition strategy.
  • Transformed non-profitable Meta campaigns into revenue-generating investments.

Evolve

  • Converted Google Ads strategy from a non-targeted overall performance campaign to a brand-specific new customer acquisition strategy
  • Converted non-profitable Meta campaigns into revenue-generating investment

Activate

  • Successfully launched various new brands in the store, achieving a positive advertising ROAS of 4.0 or higher within two months.
  • Restructured and launched Google Ad campaigns that generated a ROAS of 7.0 or higher.

Enable

  • Achieved significant efficiencies, allowing the brand to spend 50% less on ads while generating the same revenue.
  • Redirected ad spend savings towards developing a more user-friendly website experience and enhancing the email marketing strategy.