Wasatch Property Management

Client Background

Founded in 1988, Wasatch Property Management manages over 66 apartment communities with 16,000 units across five western states - California, Utah, Arizona, Colorado and Washington. Since 2013, Wasatch has entrusted LeaseLabs with web design and development, SEO, paid search, social media, geotargeting, and reputation management.

Wasatch's Stack of LeaseLabs Marketing Products

Search Marketer

GeoTargeter

Web2Print Social

Search Engine Optimization

Reputation Management

Social Media Optimization

SPA Website Design

Marketing Channel Performance

Website Traffic

Since 2014, traffic across the Wasatch portfolio increased by 44% in Sessions and 36% in Users. With Wasatch's property count on the LeaseLabs platform only varying by 4 properties, we can attribute the portfolio-wide traffic gains to the Full Stack.

 

Wasatch Yearly Portfolio-Wide Traffic

556K
Sessions
358K
Users
658K
Sessions
407K
Users
832K
Sessions
497K
Users
803K
Sessions
492K
Users

When viewing traffic numbers by channel, you can see how each LeaseLabs product played an important role in driving qualified visitors from their respective sources. By investing in additional layers of a full stack, Wasatch increased Organic traffic by 27%, paid search traffic by 560%, and social referred traffic by 340%.

Looking at 2017 alone, SEO played a dominant role, contributing over half of all traffic to the Wasatch portfolio. Further, Direct, Paid Search and Social Media each contributed healthy traffic numbers as well, raking in a total of 44% of traffic combined. 

2017 Traffic Breakdown

(click on graph below)

image/svg+xml

Lead Generation

With an increase in traffic, brand reinforcement across all major channels, and targeted paid ads, Wasatch's inbound leads increased by 197%, bringing in a total of 16,685 unique form submissions portfolio-wide.

Wasatch Inbound Leads - Portfolio Wide

5,612
inbound
leads
4,815
inbound
leads
10,272
inbound
leads
16,685
inbound
leads

Average Yearly Leads Per Property

81

leads

2014

69

leads

2015

149

leads

2016

253

leads

2017

Analyzing Wasatch's marketing spend and inbound lead count, their

cost-per-lead reduced down to $23.24 compared to 2014's $49.28.

Wasatch Cost Per Inbound Lead

$49.28
cost per
inbound
lead
$73.79
cost per
inbound
lead
$34.70
cost per
inbound
lead
$23.24
cost per
inbound
lead

Attribution

Looking at 2017's contact form submissions, over 66% were attributed to the Organic channel as the last-touch attribution source. Looking at the other channels, Direct was attributed 28% of conversions reinforcing Wasatch's brand awareness efforts across all their properties. Lastly, Paid Search, Referral, and Social were attributed the remaining 6% respectively.

Last Touch Attribution

(click on graph below)

image/svg+xml

Website Performance

Wasatch Property Management entrusted LeaseLabs with their corporate and property websites since 2010.

Corporate Website: An In-App Experience

In late 2016, LeaseLabs launched Wasatch's 3rd portfolio design iteration, incorporating modern property search functionality, breathing life into their corporate site UI elements, and redefining how renters search and discover local apartments on a corporate management site.

Feature Set:

  • App Influenced UI/UX
  • Angular Property Search
  • Advanced Search Filters
  • Map/Gird Views
  • Property Favorites
  • Property Microsites
  • Pricing/Availability Integrations

Property Websites: Scrolling Page Architecture

Along with a new corporate website, Wasatch's portfolio of 60+ property websites were revamped on a Scrolling Page Architecture platform, creating a seamless scrolling experience for its users. The single page, dynamically loading websites load all interior pages upfront with a single page-load, and register unique page visits as the user scrolls down the site - allowing users to absorb all the property's content without having to hit page navigation links.

Traditional VS SPA Websites - Performance Metrics

Bounce Rate
34.01%
22.70%
Traditional
2015
SPA
2017

35.15%
improvement

Pages Per Session
3.81
8.19
Traditional
2015
SPA
2017

106%
increase

Time on Site
2:59
3:11
Traditional
2015
SPA
2017

10.79%
increase

Conversion Rate
1.2%
3.4%
Traditional
2015
SPA
2017

183%
increase

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