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Current client · Property development · New York City

Harlem Property Re+Development: the whole marketing operation

A property developer in Harlem, where ads, search, CRM, the website and the creative are handled as one operation rather than five separate jobs.

Industry
Property development & home services
Location
New York City
Role
Whole marketing operation
Engagement
Project based, current
Services
Ads · SEO · CRM · Web · Creative
Status
Running now
  • Separate people for ads, site and creativeOne operator joining it all up
  • No clear read on what the ads didWeekly and month-to-date reporting
  • Enquiries landing in different placesOne intake into the CRM
  1. Google & Meta ads
  2. Landing pages
  3. Zoho CRM intake
  4. Follow-up
  5. Weekly report

Background

Harlem Property Re+Development is a property renovation and home-services business in Harlem, New York City, selling to townhouse and condo owners across Upper Manhattan.

The challenge

The pieces of a marketing operation existed but nothing joined them up. Ads, the website, the CRM and the creative were separate jobs, so nobody could say which spend produced which enquiry, and follow-up depended on someone remembering.

What I built

Paid search and social

Google Search and Performance Max alongside Meta lead campaigns, reviewed on a weekly cycle rather than left to run.

  • Campaign structure, audiences and asset updates
  • Search-term review and negative keywords to stop spend leaking
  • Conversion tracking checked against real enquiries
  • Ad conversions reconciled against the enquiry records in Buildertrend
  • Phone-lead accuracy reviewed, so a call counts only when it is a real lead

Search and website

  • Local SEO and the Google Business Profile
  • WordPress and Elementor updates: service tiles, buttons, broken links, calls to action
  • Service pages for porter services, snow services, smoke-detector and light-bulb replacement, and parapet work
  • SEO content and FAQs covering Local Law 126, parapet inspection requirements and deed-theft education

CRM and follow-up

  • Zoho CRM intake so enquiries land in one place
  • Lead workflows checked end to end, including leads that were hard to find
  • Buyer and property enquiries organised for Upper Manhattan condo and co-op interest

Creative

  • Ad creative, carousels and campaign systems so a whole service line looks like one brand
  • Reels, Shorts and landscape video, with captions, motion graphics and hooks
  • Multiple aspect ratios exported for ads and social placements
  • AI-assisted construction visuals that keep the architecture consistent from bare rooftop to finished penthouse

Reporting

Weekly and month-to-date reports covering campaign performance, leads, calls, conversions, the work completed and what I recommend doing next.

Results

Running now. Ads, search, CRM, site and creative handled as one operation on a weekly reporting cycle.

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