Real Estate.

Every month a unit sits vacant is revenue that never comes back. A 300-unit building leasing three months behind plan has burned seven figures before anyone finishes debating the brand campaign. Lightstone Group, the Moinian Group, TF Cornerstone, and Two Trees Management are among the real estate clients on this site, and the pattern across New York lease-ups repeats: the building has a beautiful brand, the campaign has reach, and the tour calendar is half empty anyway.

The constraint is qualified tours and how fast someone answers the inquiry. The plan buys search around applications, retargets the people who looked at floor plans, and puts the price and the move-in date in the ad so the wrong prospects never click. Calls count as conversions, because the best prospects pick up the phone.

Housing is a special ad category on Meta and Google, which removes targeting by age, gender, and ZIP code. The audience gets built from the property's own visitors, the interests the category allows, and geography drawn around how residents commute.

For TF Cornerstone, rebuilding paid search around application intent and retargeting people who had browsed but not applied raised applications 80 percent and the search conversion rate 730 percent.

An engagement usually begins with the leasing funnel: inquiries, tours, applications, and how long each step takes.