In 2017, The Durst Organization launched Well& by Durst to redefine the future of workspaces in Manhattan. Positioned as a premium, hospitality-inspired offering within commercial office buildings, Well& set out to create an environment where wellness, flexibility, and productivity could seamlessly coexist. As the modern workforce began to shift expectations—seeking more than just a desk—Well& responded with a thoughtful blend of design, amenities, and services that mirrored luxury hospitality. From curated lounges and wellness rooms to on-demand event spaces and tech-enabled meeting facilities, the initiative was a bold step toward transforming static office spaces into dynamic, tenant-centric ecosystems. The goal was clear: to deliver an elevated, human-centered experience that aligned with the digital-first lifestyles and work habits of today’s professionals and enterprises.
Despite its innovative vision, Well& by Durst faced key digital and operational challenges:
A targeted Digital strategy for Real Estate growth. To align Well& with modern market demands, we implemented a full-scale digital growth strategy focused on visibility, automation, and lead generation:
Search Engine Optimization (SEO):
Optimized location-based and branded keywords, enhanced metadata, and improved local listings to increase search visibility. These efforts led to a 52% rise in relevant organic traffic.
Google Ads Campaigns (PPC):
Launched targeted campaigns promoting event spaces and amenities, using conversion tracking and A/B testing to boost performance. This resulted in a steady flow of qualified leads and more booking inquiries.
Business Automation:
Integrated HubSpot and Make.com to automate lead capture, follow-ups, and scheduling, reducing manual workload. This accelerated tenant engagement and improved internal efficiency.
Real Estate Lead Generation:
Created high-converting landing pages and multi-channel funnels across SEO, PPC, and email marketing. These strategies drove a 44% increase in qualified tenant and event leads.
The strategic digital initiatives delivered significant improvements across key performance metrics:
52% increase in relevant organic traffic through targeted SEO enhancements and optimized listings across major platforms such as Zillow, Realtor.com, Redfin, Trulia, Apartments.com, Craigslist, LoopNet, Homes.com, Movoto, and ForSaleByOwner.com.
44% growth in qualified tenant and event leads driven by multi-channel funnels leveraging these listing platforms and targeted PPC campaigns.
Consistent flow of high-quality booking inquiries from Google Ads and platform-specific ad placements.
Streamlined internal processes and faster tenant engagement through CRM automation integrated with lead capture from these platforms.
Enhanced marketing efficiency and improved response times, enabling scalable growth in Manhattan’s competitive real estate market.
I utilized Google Analytics, Google Ads Manager, HubSpot, Make.com (formerly Integromat), SEMrush, Ahrefs, and Figma for design collaboration and campaign management.
Google Ads campaigns were highly targeted to promote event rentals and tenant services, resulting in a steady stream of qualified leads and increased booking inquiries.
Automation tools like HubSpot and Make.com streamlined lead capture, follow-ups, and scheduling, reducing manual tasks and accelerating tenant engagement.
Key successes included a 52% increase in organic traffic and a 44% growth in qualified leads, driven by optimized SEO, PPC, and lead generation strategies. Enhanced tenant engagement through automation improved response times and satisfaction. Additionally, improved and optimized listings across top real estate platforms such as Zillow, Realtor.com, Redfin, Trulia, Apartments.com, Craigslist, LoopNet, Homes.com, Movoto, and ForSaleByOwner.com boosted visibility and lead quality. Leveraging MLS integrations and social media channels like Facebook Marketplace and Instagram further expanded reach, supporting sustained growth.
Yes, combining SEO, PPC, business automation, and targeted lead generation can be customized for real estate and property management businesses by following these steps:
SEO: Optimize location-based and branded keywords, improve on-page elements, local listings, and create valuable content to boost organic traffic and local visibility.
PPC: Launch targeted Google Ads and social media campaigns focused on specific audiences (tenants, buyers, event renters), use remarketing, and continuously optimize for higher conversions and ROAS.
Business Automation: Integrate CRM tools like HubSpot or Make.com to automate lead capture, follow-ups, scheduling, and internal workflows, reducing manual tasks and speeding up tenant engagement.
Lead Generation: Build conversion-optimized landing pages and multi-channel funnels (SEO, PPC, email) to attract and qualify high-quality leads efficiently.
This integrated approach improves traffic, lead quality, conversion rates, and operational efficiency, enabling scalable growth tailored to the unique needs of commercial, residential, or event space real estate businesses.
Well& by Durst
Real Estate
H. Smith
04 March, 2017
Ongoing
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