How RMR Built a Lead Generation Engine That Outperforms the Market

Overview

In an environment where marketing costs are rising and traditional strategies are losing efficiency, RMR developed a proprietary lead generation engine that delivers 94% more efficiency than the industry average. By combining in-house expertise, data-driven optimization and the power of ARIUM, a nationally recognized brand, RMR has transformed multifamily marketing performance, generating more leads at a lower cost than competitors.

Market Context

The multifamily marketing landscape has shifted dramatically in recent years:

• Escalating costs: Increased competition, government regulation and consolidated advertising channels have driven up cost per lead.
• AI disruption: In 2025, paid click-through rates dropped 50% year-over-year as AI reshaped renter behavior and search patterns.
• Traditional model breakdown: Always-on ILS (Internet Listing Service) strategies and outsourced management have become increasingly inefficient.

These forces created an urgent need for a smarter, more agile approach to lead generation.

The Solution: A Purpose-Built Lead Gen Engine

RMR invested nearly $1MM in marketing technology and built a system designed to outperform in a challenging market. The engine rests on three pillars:

In-house marketing expertise: By eliminating reliance on third-party agencies, RMR reduced outsource management fees by 20-30%. This shift improved agility, control and alignment with portfolio objectives.

Data-centered budgeting: Instead of static, “always-on” campaigns, RMR reallocates budget monthly to the highest-performing channels. This approach saves thousands of dollars compared to ILS-heavy strategies and ensures marketing dollars work harder for ARIUM communities.

National brand power: With the third-highest national brand awareness in the multifamily sector, ARIUM generates interest before the search begins, reducing acquisition costs and improving conversion rates.

Execution and Technology

To harness AI-driven changes in renter behavior, RMR deployed:

• Advanced analytics for real-time performance monitoring.
• AI-powered optimization for channel allocation.
• Marketing automation for lead nurturing and conversion tracking.
• This tech stack enables rapid decision-making and continuous improvement.

Results

• 94% more efficient than industry benchmarks.
• Significant reduction in cost per lead despite market headwinds.
• Increased lead volume and quality across ARIUM’s multifamily portfolio.
• Improved ROI on marketing spend compared to traditional models.

RMR’s approach combines brand equity, data intelligence and operational efficiency to deliver sustainable results. By reducing reliance on commoditized advertising channels and embracing AI-driven optimization, RMR has positioned ARIUM as a leader in multifamily marketing innovation.