Case Study: Home Properties achieves better-qualified leads and lower cost-per-lease with Zillow

Home Properties - Customer Case Study

Home Properties is a multifamily owner with 121 communities across eight East Coast states and Chicago, led on marketing by VP Rosemarie Cook-Manley. With a limited budget and frequent daily price changes across properties, the team needed ad partners that ranked well in Google, accepted automated data feeds, and supported reliable tracking so every marketing dollar could be tied to qualified leads and leases.

They adopted a metrics-driven approach: choosing partners (notably Zillow) for strong search visibility, feed compatibility, and pricing; routing email leads to an internal contact center; using tracking numbers for calls; and working closely with onsite teams to capture lead source. The result: dependable attribution, strong volume and quality of leads, competitive cost per lead and cost per lease, and a collaborative vendor partnership.

Home Properties

Rosemarie Cook-Manley

Home Properties