Case Studies

When Andrea Kazanjian joined Related Rentals as SVP of Marketing, she inherited a premium brand with almost no digital presence. 

In a high-consideration category like luxury real estate, that was a problem. 

Andrea knew that paid search and SEO were inefficient. But more critically, the post-click experience (PCX)—website, forms, and follow-up emails—had been overlooked. 

She needed to make a strong impression in her new role. Fast. So, Andrea partnered with Smart Panda Labs to transform Related Rentals’ digital journey, from first click to final decision. 

The result? A 164% jump in organic leads, a 124% boost in sitewide conversion rate, and a scalable engine that powers growth across the portfolio. 

Related Companies is a privately held real estate firm with a global portfolio valued at over $60 billion. Its US-based luxury rental division (Related Rentals) includes more than 35 high-end properties in premier locations, offering elevated living experiences to a discerning audience. 

As part of Related Companies, Related Rentals had invested heavily in real estate, branding, and design. 

But Andrea quickly realized that behind the polished exterior, digital marketing was years behind—no website testing, little CRM segmentation, and almost no visibility into what was driving results. 

To compete in such a high-consideration category, Andrea needed to completely overhaul Related Rentals’ digital journey to: 

And she had to do it all while shifting an internal culture that still favored print and billboards. 

To make real waves and build a solid reputation, she needed a partner with the technical expertise to enhance and support her strategic marketing goals and handle behind-the-scenes. 

“We are thrilled with the complete transformation of Related Rentals’ digital marketing and technology programs after engaging Smart Panda Labs. They dedicated more than 20 experts to our digital efforts, including everything from SEO to database marketing and technology support. Their team is a truly invaluable extension of our own.” 

While there were clear traffic acquisition issues, Andrea understood that the real opportunity lay in fixing what happened after people clicked search results. 

Together, we rebuilt the entire post-click journey with speed, scale, and decision-making in mind. 

From landing page testing to CRM cleanup and personalized email flows, every fix Andrea tasked us with aimed to turn interest into high-quality leads. 

Here’s how she did it: 

A complete UX audit uncovered a site with confusing navigation, weak CTAs, and inconsistent forms. In other words, Andrea was now able to spot multiple drop-off points. 

So, she asked us to redesign landing pages based on our recommended focus on each visitor’s intent (whether they came from paid search or email campaigns). 

These new, high-impact pages paired a sleek, mobile-friendly design with simplified CTAs and targeted messaging—resulting in frictionless lead capture. 

By A/B testing everything from headlines to layouts using Optimizely, Andrea empowered us to use behavior and data (not guesswork) to drive improvements and turn the website into a decision engine. 

As more qualified visitors moved through the funnel, more follow-up-ready leads landed in her CRM. 

Email quickly became one of Andrea’s most powerful growth levers. 

She knew this underused channel had potential. But first, she learned she had to clean up the data feeding into it by:

With this new foundation of accurate data, Andrea tasked us with creating automated email journeys to re-engage prospects, nurture new leads, and drive repeat site visits. 

She wanted each campaign personalized to the renter’s journey stage. Using property preferences, location data, and behavior triggers made messages relevant and timely. 

By testing everything from subject lines to send times, Andrea had a system of optimized emails for engagement and conversions. 

Andrea understood that real growth wouldn’t come from chasing clicks. She had to empower better decisions, both internally and for customers. 

Before she engaged Smart Panda Labs, fragmented tracking and siloed reporting left Andrea’s team in the dark. No one could see what was working, what wasn’t, or where to invest. 

A new analytics stack gave all team members clear, connected visibility across every digital touchpoint—from email engagement to website behavior. 

Those insights also helped Andrea shift internal culture. 

Instead of traditional, brand-driven tactics, her new focus became actions that moved customers closer to a decision and showed real business impact. 

By choosing to embed more than 20 of our Pandas remotely, Andrea scaled digital execution and filled high-end rental units nationwide without increasing in-house headcount. 

After thorough PCX optimization, organic search conversions jumped by 164%. 

She created over 40 targeted landing pages, each designed to guide visitors smoothly toward becoming qualified leads. 

Email marketing also became a major growth driver, with success metrics like: 

On the CRM side, Andrea added over 2,500 new records. She cleaned up duplicates and embedded real-time data flows for more precise and timely outreach. 

The website’s conversion rate increased by 124%, turning a greater share of visitors into leads. Total conversions rose by 57%, proving the new approach’s effectiveness. 

By outsourcing, Andrea transformed Related Rentals’ marketing from fragmented efforts into a foundation for sustainable growth. 

And her brand-focused partnership with Smart Panda Labs became a lasting relationship.