Client Case Study
Hallmark signed as many owners in one month as paid leads brought in five
An Oklahoma City property manager compared their lead sources on a quarterly call. Website leads from Goodjuju signed three new owners in a month. Their paid lead directory needed almost half a year to do the same.
website leads in one month
needed to sign three
management
in the client's own tracking
Two lead sources, same client, same market
Hallmark pays for leads from a national directory and gets leads from the website and SEO Goodjuju runs. On a quarterly call, Brayden pulled up his own numbers and compared the two. Here is what they showed.
Time to sign 3 owners
Lead quality
Monthly lead volume
When your own website out-signs the leads you pay for
Hallmark Property Management runs 404 doors in the Oklahoma City metro. Like a lot of property managers, they bought owner leads from a national directory to keep growth moving. The directory delivered volume, but the quality was rough and the conversions were slow. Over four to five months, those paid leads produced three signed owners.
Growth that depends on purchased leads has a ceiling, and Hallmark wanted their own presence, their website and their rankings, to become the engine instead.
Goodjuju took over the website and the local SEO, with one job: make Hallmark the property manager Oklahoma City owners find and contact on their own.
Every lead source gets tracked side by side, so on each quarterly call both teams can compare the paid directory against the website on the numbers that matter: how many leads came in, how many were legitimate, and how many signed.
On the April quarterly call, Brayden ran the comparison from his own lead tracking. The paid directory: three signed owners in four to five months. The website: three signed owners in the last month alone. His read on the difference was blunt: "We can definitely tell leads from APM are a lot worse."
The lead flow kept climbing too. April was the best lead month in Hallmark's tracking since the engagement began, and the company has added seven doors and six to seven HOA communities this year while the organic engine ramps up.
The end goal: once the website and SEO produce enough owner leads on their own, Hallmark can stop paying the directory entirely and put that budget back in their pocket. The one-month-versus-five comparison says that day is getting close.
The work behind the signing pace
Website
A site built to turn Oklahoma City owner searches into inquiries. Those website leads signed three new owners in a single month.
Local SEO
Rankings work across the OKC metro that keeps pushing more owner searches to Hallmark's own site instead of the directories.
Facebook lead generation
Owner-focused Facebook campaigns that add a second organic-cost channel alongside search, feeding the same tracked pipeline.
Lead source tracking
Directory leads and website leads compared side by side on every quarterly call, so decisions about where the budget goes rest on signed doors, not gut feel.
Hear it from Brayden
Two unscripted minutes from a quarterly review call. Brayden compares his lead sources from his own tracking, on the spot.
Straight from the quarterly call
It looks like we've converted three from APM this year, and that's four, almost five months. We can definitely tell leads from APM are a lot worse. If we compare that to website leads, last month we had three signed.
We currently manage 404 doors, and we've added seven new doors this year. We've seen a major uptick in HOAs too. I think we've also brought in six or seven HOAs.
From leads, there's definitely been an uptick. April is definitely the best one.
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