Alex Wills Portfolio

How I Scaled GTMA from a Small Agency to a Large Nationwide Agency for PPC / Social Ads + SEO

When I joined GTMA, the company was focused on lead generation for multifamily buildings through ILS services like Zillow, HotPads, and Trulia. While the service worked for a small portfolio (namely a few properties managed by CIM Group in Los Angeles), I quickly realized that we could achieve greater results by pivoting away from reliance on these services. I took charge of the lead generation department and set out to make a lasting impact by introducing a more scalable digital advertising strategy.

I started with Google AdWords, then expanded to Bing, Facebook Ads, geofencing services, and eventually SEO service packages. The goal was clear: drive high-quality leads directly to the sales teams managing multifamily properties. This shift resulted in a significant increase in qualified leads, which directly translated into more appointments, calls, and new leases for the properties we were advertising. As the department’s success grew, so did the team. We eventually became the largest multifamily lead generation service on the market, managing campaigns for 323 multifamily properties across 34 property management clients.

I also built and scaled our SEO department, which played a crucial role in enhancing organic search traffic for over 180 client websites. Through targeted optimization and content strategies, we saw a 32% average increase in organic traffic within just three months.

Under my leadership, the department became the preferred vendor for top developers like Fairfield Residential, Lennar Corporation, and Asset Campus Housing. We expanded our reach and solidified our reputation through successful B2B marketing efforts, growing our client base with nationwide developers and property managers.

Through automation and consistent reporting practices, we built a client-centric culture that helped scale the department while maintaining high levels of satisfaction. This growth was fueled primarily by positive word-of-mouth referrals as multifamily properties changed ownership and sought our services.

By the time I left, GTMA was a recognized leader in the multifamily marketing space, and I was proud to have played a pivotal role in its transformation from a small operation running out of a Santa Monica to a two-floor operation in Downtown Los Angeles recognized as an Inc. 5000 company.

Additionally, I built and scaled the SEO department, creating effective campaigns that increased clients’ organic search traffic through optimization, content strategies, and UX consultation across 180+ client websites. I also collaborated with development teams to build custom APIs that integrated multifamily tenant vacancy data into ILS platforms like Zillow, while negotiating lead costs to maximize ROI. As a member of GTMA’s management team, I played a key role in leading B2B marketing efforts, significantly boosting brand visibility and client acquisition.

– Alex Wills