Case Study: Waterton Residential achieves higher-quality leads and improved conversion rates with RentPath’s Apartment Guide

Waterton Residential - Customer Case Study

Waterton Residential, a national multifamily operator with more than 20,000 apartment homes and 500+ associates, faced a common marketing challenge: many listing services drove traffic but not the high-quality, ready-to-lease leads that convert efficiently. Virginia Love, Waterton’s VP of leasing and marketing, prioritized lead quality over volume to control costs across call centers, leasing teams, and advertising.

Waterton audited ILS performance on cost-per-lead and cost-per-lease, cut underperforming services, and shifted budget to Apartment Guide, which delivered a higher visit-set ratio (44% by phone in 2013 vs. a 33% national average), shortened leasing windows, reduced repeat visits, and provided strategic guidance—resulting in better-qualified leads and stronger conversion rates.

Waterton Residential

Virginia Love

Vice President