The Challenge

RHP Properties is the nation's largest private owner and operator of manufactured home communities with over $5 billion in assets.  RHP came with both consumer and corporate websites in need of modernization and optimization for digital marketing.  The first challenge was to increase the amount of people checking out a potential home on the website by increasing the presence of over 250 communities across 27 states in search engines like Google.  Second, was to dive deep into understanding RHP's customer to identify the best experience on the new website which would drive people to call or request more information.  Lastly, the greatest challenge was the seamless transition of a paid advertising campaign on Google which was not performing well.  Within 30 days, we had launched custom landing pages for all communities and refactored the PPC campaign to immediately begin driving an increase in leads.

The Strategy

Custom Websites + Local SEO for Over 250 Communities + Paid Search + Paid Social + Talent Acquisition

RHP Properties - High Level Marketing - building

Custom Website

Focus on Ease of Use, Mobile, Speed, & Conversion

Manufactured housing is a hyper competitive industry where the consumer most often has several choices between multiple communities and closely related options like apartments. On the consumer site (BayshoreHomeSales.com) we took advantage of Google’s mobile first indexing and created a website that showcased each community's unique advantages, and offered a great mobile experience. Using our Geo-detection technology we dramatically enhanced the experience searching community options and making it easier for consumers to find a home they're interested in buying or renting. With new lead acquisition being the primary driver of the site, we had to find the right balance between brand consistency and content to meet both the consumer and search optimization needs. On the corporate site (Rhp.com), we presented RHP as the great company they are by focusing on all they do including social and environmental responsibility, charity efforts, and truly putting Residents First.

Key Results:

More Engagement, More Leads

+112% Total Leads
+143% Mobile Click-to-Calls
RHP Properties - High Level Marketing - brand

Nationwide SEO

Focus on Organic Leads

Competing in over 250 local markets across 27 states in the hyper-competitive housing industry required extreme attention to detail for every community. Utilizing our Footprint Core70 technology and continual Google My Business optimization is why nearly every RHP community ranks in the top three positions in each market they have a community presence. These ranking positions contribute to well over 1.2 million potential buyers/renters each year across RHP's community portfolio.

Key Results:

Increased Visibility for Communities, Increased Overall Traffic

+194% Organic Traffic
+97% Organic Leads
RHP Properties - High Level Marketing - quality

Paid Search (PPC)

Focus on Filling Vacancies, Bid Management, Promotion Remarketing

First we helped RHP establish a budgeting tool which allowed focus to be placed on communities with the most vacancies in near real-time. From the business perspective, this meant that not only are we driving more leads, but driving more leads to the communities that need them the most. The remarketing campaigns focusing on reminding visitors of limited time incentive offers drives a substantial amount of re-engagement to close the opportunity loop on getting a prospect to engage. Because of such large increases in quality scores and better bid management, RHP was able to acquire many more leads at a lower cost without increasing budget. Once the model of efficiency was created to maximize lead volume, we were able to expand the campaign to bring in even more potential residents.

Key Results:

Better Leads, Lower Cost Leads, Dominant Positions Over Competitors

+76% PPC Leads
+48% Quality Scores

Our Experts are here to help.

Let’s Talk About Your Project

Understanding your needs and expectations are the first step to seeing if we’re a good fit for each other. So let’s jump on a quick call and get to know each other. If we’re a good fit, we’ll provide a free website and SEO analysis along with a customized proposal for you to consider. So let's jump on a quick call and find out!

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