Collier Companies Sees 300% Increase in Online Leads after Company-Wide Website Overhaul

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This February the Collier Cos. successfully designed and launched a total of 45 new websites- one for each property it currently owns and operates.

The primary focus of this redesign was to increase and improve lead generation.

The preliminary results have shown considerable spikes in three key metrics needed for increasing revenue through online marketing efforts- lead conversion, time spent on site, and page views when compared to same-store-sales.

"We've seen tremendous improvements where we were hoping to gain some ground. We're seeing 10% visit-to-lead conversion rates across the board,” said Aaron Harden, Vice President of Revenue at the Collier Cos. “When you consider the average website converts at just around 3%, it's pretty exciting."

As a result, the company has enjoyed a 300% increase in online leads when compared to last year.
Jason Velazquez, founder of VelocityGeni.us, the student housing consulting firm hired to oversee the initiative, attributes the success to what he calls the Money Ball strategy. It refers to the book The Art of Winning an Unfair Game by Michael Lewis.

"It's a simple concept, really. The more leads we can generate for the leasing team, the more opportunities they'll have to sign leases. Every design decision made for the property websites was guided by that understanding," said Velazquez.

The Collier Cos. is headquartered in Gainesville, Fla., home of the University of Florida, the state’s flagship university. The Collier Cos. owns more than 45 properties and has over 10,500 apartment homes located in: Gainesville, Ocala, Orlando, Tampa, Tallahassee, and other Florida locations, as well as Norman, Okla., Champaign, Ill., and Athens, Ga. Student Housing Business recently ranked the Collier Cos. as the third largest and largest privately held, student housing owner in the country.

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The Collier Companies
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