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

Waterton Residential: When it comes to quality leads, Apartment Guide Delivers

Waterton Residential, a national multifamily owner and manager with more than 20,000 apartment homes, faced a common industry challenge: not a lack of traffic but a shortage of high-quality, cost-effective leads that convert to leases. Virginia Love, VP of leasing and marketing, prioritized cost-per-lead and cost-per-lease metrics and moved away from listing services that generated volume but few qualified prospects.

Waterton reallocated budget to Apartment Guide, which delivered higher-quality inquiries and better conversion — a 44% phone visit-set ratio for Waterton vs. a 33% national average — while shortening the leasing window and reducing repeat visits. Combined with Apartment Guide’s mobile and SEO leadership and proactive account support, the shift produced substantially higher lease yields (roughly 50–210% more leases per property versus key competitors) and measurably better returns on marketing spend.

Waterton Residential

Virginia Love

Vice President