Case Study: Elevating Digital Experiences to Boost Conversions

Overview

A leading Canadian property management company – operating in a highly competitive rental market – wanted to attract new prospective tenants ahead of the next peak rental season. The company recognized the need to upgrade its digital experience to attract and convert more prospective tenants.

The key performance metric for this initiative? Appointments booked by prospective renters.

Business Issue

As the first impression for prospective tenants, the company felt its existing website was becoming a hindrance for the following reasons:

• Rigidity: The current website was built on a content management system (CMS) which offered limited room for customization or optimization of the user experience.
• Lack of Integration Support: The CMS failed to support integrations with essential tools.

Following a disappointing experience with a previous agency and platform, the company cautiously committed to finding the following solution:

• A modern, conversion-focused user experience.
• CMS flexibility that allowed for a complete redesign and UX customization.
• Seamless integration with Yardi (for property availability), and Salesforce (for lead capture, scheduling / booking rental viewing appointments).

Key Challenges

• Integration Complexity: Coordinating with multiple stakeholders to ensure the new architecture could successfully connect with the property feed.
• Platform Trust: Rebuilding confidence through a transparent and technically sound approach.
• Overcoming UX Limitations: Bypassing the constraints of a templated CMS to deliver a premium, tenant-first experience.

The Solution

The company partnered with Dotfusion and selected Agility CMS to power their new digital experience. The team focused heavily on gathering requirements and scoping technical needs to ensure a smooth implementation experience. The project included:

• Seamless integration of Yardi, Salesforce, Walkscore, and Google Reviews.
• Implementation of Cloudinary (digital asset management system), Algolia (for enhanced property search functionality) and VWO (for A/B testing)    
• Customized UX and navigation to drive conversions.    

Results

• Improved UX and Navigation: Users can find available properties faster and with fewer clicks.
• Complete Digital Re-design: End-to-end website transformation to amplify their new, modernized brand identity
• Conversion Focused Flexibility: Marketing teams can spotlight promotions and property availabilities dynamically.
• Robust Integration Architecture: All critical tools work together seamlessly, powering real-time updates and streamlined form handling.
• Key Metrics Achieved:  The company saw an increase in appointments booked and a significant reduction in content update time.

Outcome

The company now has a flexible, future-proof headless CMS platform that supports its business goals and tenant acquisition strategy. With Dotfusion and Agility CMS, they overcame past setbacks and launched a high-performing website ready for Canada’s competitive rental market.