Location is Everything.

Challenge

When Continental Realty Corporation (CRC), a $1.5 billion real estate acquisitions and management company, approached Vitamin, the company wanted to enhance its brand in the market and grow by recruiting the best and brightest talent. But CRC’s presence online did not reflect its size, competitive advantages or market sophistication.

In order for CRC to maintain its market position and recruit qualified employees, Vitamin knew the company needed a well-designed, high-impact, central resource for qualified investors, resident applicants and job applicants.

Strategy

Vitamin redesigned CRC’s website and custom built a unique and fully responsive web presence on WordPress. The residential properties section of the website features a custom search application, built by Vitamin and powered by the Yardi API. Any changes made within the Yardi database are reflected on the new website’s property portfolio automatically and in real time.

Vitamin proactively audited the site to ensure it was compliant with American Disabilities Act (ADA) regulations. In order to improve the user experience for visually impaired audiences, Vitamin fully updated the website’s color scheme and coding to meet Web Content Accessibility Guidelines (WCAG) 2.0 AA compliance requirements, including optimizing everything from color contrast levels to form labeling. An aggressive SEO campaign was implemented to put job listings at the top of Google search results while driving traffic to a database of open positions where resume submissions can be easily tracked.

Results

CRC’s job listings are at the top of relevant search engine results. Traffic to the Careers section of the website has increased from 8% to 25%. The website converts an average of 44 applications per month, per available position. CRC established a successful social media and HTML email marketing campaign using the website as a central location to drive traffic. The apartment finder feature has increased the use of the website by tenants and potential tenants, exponentially, alleviating the burden of incoming calls to CRC for questions regarding availability and bill pay. The website won first place in the 2016 Property Management Association’s Marketing and Advertising Excellence Awards in the category of Agency Developed Submissions.