Inside RR Living's YoY Portfolio Growth
How strategic scaling across a multi-market portfolio drove nearly 31,000 annual conversions.
the overview.
More spend. More reach. More leads – without losing control.
In 2025, RR Living expanded its digital advertising investment across their multifamily portfolio through a partnership with Repli. The results of their collaborative efforts proved that the strategic scaling works.
By increasing budget, widening market coverage, and doubling down on high-intent demand, the portfolio achieved:
the challenges.
RR Living's portfolio spans multiple states and markets, each with its own competitive dynamics. The end goal was to scale intelligently by capturing more demand without sacrificing lead quality or efficiency.
The key pressures going into the new year:
GROWTH WITHOUT WASTE: Increasing budget had to translate to meaningful volume gains, not just inflated impressions.
MULTI-MARKET COMPLEXITY:
Managing performance across a diversified portfolio means no two properties respond the same way to the same strategy.
EFFICIENCY AT SCALE:
Maintaining a sub-$2 CPC and a sub-$31 cost per conversion while doubling investment required precision.clicks
the solutions.
RR Living's paid media strategy in 2025 was built around 3 core pillars.
01. Controlled Scale
After analyzing the portfolio, rather than spreading the budget evenly, the investment was concentrated where it could perform.
High-performing properties received increased budgets, and geographic reach expanded into adjacent markets where demand existed, but competition hadn't fully caught up.
02. Volume Expansion Without Losing Efficiency
Scaling conversions efficiently was the real challenge.
Through ongoing bid strategy refinement, keyword optimization, and a continued mix of Search and Performance Max campaigns, the team grew click volume by 86% and conversion volume by 67% while holding cost per conversion at $30.21 and CPC at $1.91.
03. Portfolio-Wide Optimization
Reallocation decisions were driven by conversion trends and properties that demonstrated momentum got more fuel. Meanwhile, underperformers were diagnosed and adjusted.
The portfolio was treated as a single interconnected system, not a collection of isolated accounts.
the results.
Conversions grew by 12,322 year-over-year.
The portfolio also more than doubled its ad investment and still held benchmarks most single-property advertisers struggle to reach.
in collaboration.
For RR Living, 2025 demonstrated that they're a product of strong strategy.
By treating the portfolio as a system, reallocating budget based on performance data, and staying disciplined on bidding and keyword quality, the team drove nearly 31,000 conversions across a growing, multi-market footprint.
The infrastructure is now in place to keep scaling, and the playbook has been proven.
“Each community required a different approach based on its market dynamics, competitive position, and leasing needs. The ability to continuously optimize by asset was a major driver behind the portfolio’s year-over-year growth.”
Amy Barricelli
EVP at RR Living
from our team.
“The portfolio was able to scale aggressively without losing efficiency. Even with significant increases in spend and reach, we were able to maintain strong cost and conversion benchmarks across multiple markets through disciplined optimization, strategic budget allocation, and a very intentional scaling approach throughout the year.”
Cameron Lanzarotta
Paid Media Specialist II at Repli
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