BlueLine Development
Website & Leasing CampaignIndustries
Building Confidence. Filling Communities.
BlueLine Development is in the business of building opportunities.
As a developer of income-based housing communities across the western United States, BlueLine creates thoughtfully designed places where individuals and families can find stability, community, and a fresh start. As the company continued to grow, however, their digital presence no longer reflected the scale of their expertise or the quality of the communities they were creating.
BlueLine needed more than a new website. They needed a brand experience that could build confidence with development partners, support leasing efforts, and grow alongside the organization.
That’s where AOR came in.
A Website Built Around Trust
For many visitors, BlueLine’s website is their first introduction to the organization. Whether someone is exploring a development partnership or searching for their next home, those first impressions matter.We partnered with BlueLine to redesign and develop a
website that better reflected their experience, professionalism, and people-first mission. Through improved messaging, thoughtful information architecture, and a more intuitive user experience, we created a site that tells a clearer story — one that showcases their growing portfolio while making it easier for visitors to find the information they need.
The impact of that work extended well beyond the redesign itself. Across leasing campaigns, the website welcomed more than 11,000 sessions from qualified visitors and consistently delivered engagement rates above 50% through Google Search campaigns.
Making Home Feel Personal
Marketing affordable housing isn’t like marketing a typical apartment community.
Strict Fair Housing regulations limit many of the audience targeting options advertisers traditionally rely on, making it even more important to connect through meaningful creative and authentic storytelling instead of demographics alone.
Together with BlueLine, we developed a campaign concept rooted in a simple but powerful idea: What Home Feels Like.
Rather than focusing on affordability, square footage, or amenities, the campaign celebrated the everyday moments that only a home can provide — buying your first couch, unpacking for good, hosting Thanksgiving, giving a child their own bedroom, or finally taking a deep breath after a long day. These weren’t just headlines; they were reminders of the stability, comfort, and opportunity that having a place to call home can create.
The creative system was intentionally designed to scale. Core messaging like “This is what home feels like” remained consistent across communities, while photography, headlines, and calls to action were customized to reflect each property’s unique personality and location.
The campaign quickly proved that emotional storytelling drives measurable action. Across Sagebrush and Howick, paid campaigns generated more than 17,500 clicks, over 11,000 engaged website sessions, and nearly 1,600 visits to the online application, all while maintaining strong engagement and conversion rates across highly competitive markets.
More Than Marketing Results
Successful marketing in this case is measured by the people who find the right home because of it.
For Sagebrush Apartments, the campaign generated a 12% conversion rate from website visitors to application clicks and ultimately helped the community reach full occupancy. At Howick, Search campaigns achieved a 13.4% conversion rate, while Performance Max campaigns delivered a 16% key event rate, demonstrating sustained engagement even within one of the region’s most competitive housing markets.
We gave BlueLine a scalable digital ecosystem that supports future developments, strengthens relationships with partners, and helps connect more people with communities they’re proud to call home.
Website sessions generated
Clicks to leasing applications
Average engagement rate
Top-performing Search CTR
Highest campaign conversion/key event rate