4.1X
Qualified Lead Growth
Audience segmentation and behavioral targeting significantly increased leasing inquiries from both workforce and market-rate renters.
39%
Lower Cost Per Lease
AI-powered optimization improved efficiency while maintaining lead quality across multiple audience segments.
2.8X
Higher Application Conversion Rate
Conversion-focused landing pages and qualification workflows improved application completion rates.
95%
Occupancy Achieved
The community accelerated lease-up while successfully balancing affordable and market-rate inventory requirements.
PFC housing creates a unique marketing challenge.
Unlike traditional affordable housing, the objective isn't simply filling units. It's balancing two distinct audiences within one community while maintaining occupancy, preserving brand perception, and educating renters on a housing program many have never heard of.
Lumen needed to attract both market-rate renters and income-qualified residents while competing in one of Houston's most competitive rental corridors.
The objective was clear:
Generate qualified demand, educate prospects on eligibility requirements, and accelerate lease-up while maintaining the community's premium positioning.
We built a dual-audience leasing strategy designed specifically for the Texas PFC housing model.
Key initiatives included:
Paid Search campaigns targeting both market-rate and workforce housing demand
Dedicated audience segmentation for qualified and non-qualified renter populations
Meta and Instagram campaigns focused on lifestyle, location, and affordability advantages
Geofencing around competing communities, employment centers, and relocation corridors
Programmatic campaigns designed to increase awareness across Houston's urban core
Identity Resolution technology to uncover previously anonymous website visitors
AI-powered audience modeling to identify high-propensity renter segments
Dynamic retargeting campaigns tailored to leasing stage and qualification status
Conversion rate optimization focused on simplifying the qualification process
Heat map analysis to identify friction within leasing and application experiences
AI-powered budget allocation and performance optimization
Most multifamily campaigns target one audience.
PFC housing requires two.
By combining audience intelligence, identity resolution, behavioral analytics, and performance media, we created a leasing strategy capable of attracting qualified renters across multiple income bands while preserving the community's premium positioning.
The result was faster lease-up, stronger marketing efficiency, and a successful execution of one of Texas' most unique housing models. Lumen's public-private partnership structure reserves half of its apartment homes for residents earning at or below 80% of Area Median Income while operating as a high-quality mixed-income community.
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