Case Study: HSL Properties
Driving Lease Growth &
Digital Transformation

At a glance

Client

HSL Properties

Industry

Multifamily real estate

My role

Digital Marketing Specialist & Project Manager · Good JuJu Agency

Timeline

12 months

Services

Paid media, SEO, Web, Analytics

Headline results

• 1,750 qualified leads and 135 signed leases in 12 months across 25 properties
• 5.6× return on ad spend from paid campaigns
• 60% faster load times and 67% more top-10 keyword rankings after the website rebuilds

About HSL Properties

HSL Properties is one of Arizona’s leading multifamily housing developers and property managers, offering premium living spaces throughout Tucson. Through strategic marketing and data-driven advertising, HSL continues to expand its reach and deliver exceptional value to Arizona renters.

Summary

I led a comprehensive digital transformation for HSL Properties, a real estate client with a 25-property portfolio. The existing setup was fragmented: campaigns were siloed, analytics were inconsistent, and property websites lacked cohesive design and user experience. The goal was to unify paid and organic marketing, enhance the website experience, and drive high-quality leads for multiple properties.

Approach

Strategic Paid Media & Keyword Targeting

I managed the entire paid media program, developing a strategic keyword plan to attract high-intent prospects. Campaigns combined Performance Max for broad reach with highly targeted Search campaigns to maximize reach and conversions, with creative ad copy and visuals optimized for engagement.

Website & UX/UI Leadership

I oversaw UX/UI and website development for multiple property sites, including landing pages and new functionality. The redesign focused on conversion optimization, intuitive navigation, and a consistent brand experience across all properties.

Content & Vendor Management

I managed external vendors responsible for creative assets, content, and web development. This included setting content strategy, reviewing work, and ensuring alignment with marketing goals and SEO priorities.

Analytics & Conversion Infrastructure

All analytics platforms were unified under GA4 and Looker Studio, creating end-to-end visibility across campaigns, websites, and leads. This allowed precise measurement of ROI and ongoing optimization across channels.

Cross-Functional Leadership

I collaborated closely with internal stakeholders, including design, web development, and marketing teams, so every initiative worked together to drive results and create a scalable growth engine.

Results & Impact

• 1,750 qualified leads and 135 signed leases generated within 12 months across 25 properties
• 5.6× ROAS from paid campaigns
• Website redesign improved performance: 60% faster load times, +40-point mobile scores, and more intuitive UX/UI
• SEO improvements increased top-10 keyword rankings by 67% across the portfolio
• Unified analytics enabled data-driven decision-making, with a clear view of campaign effectiveness and lead quality
• Established a repeatable, full-funnel growth process connecting paid media, website, and analytics to measurable business outcomes