Multifamily Digital Marketing Strategy for Embrey

We implemented a customized GA4 framework designed to capture micro and macro conversions across the site—ranging from property tour interest to investor information requests. Custom events and conversion paths were built to differentiate engagement by persona, ensuring stakeholders could view site behavior by audience type (e.g., renter, investor, job seeker). This granular visibility allowed us to optimize high-intent pages based on actual user interactions, not assumptions.

As Embrey transitioned to a new website design, Forthea led an SEO-first migration strategy to prevent ranking loss and maximize post-launch performance. We conducted a comprehensive content and URL audit to identify legacy pages with existing authority, redirected and retained top-performing URLs, and ensured metadata and structured data were ported correctly. This process was critical to preserve SEO equity and ensure that the new site would launch with search engine trust intact.

We built custom Looker Studio dashboards integrated with GA4, Google Search Console, and keyword rank tracking tools. These reports offered page-level SEO insights, non-branded keyword movement, market-specific trends, and property-level performance views. These dashboards empowered Embrey’s internal stakeholders to monitor performance in real time and tie results back to both corporate brand visibility and individual asset success.

To evaluate the effectiveness of our SEO strategy beyond existing brand recognition, we segmented traffic sources by branded vs. non-branded terms. This segmentation allowed us to isolate the impact of new content and keyword strategies targeting renters searching for terms like “luxury apartments in San Antonio” or “multifamily developers in Texas.” By tracking how much traffic originated from brand-neutral queries, we demonstrated clear growth in top-of-funnel visibility and market expansion.