How a two-person digital marketing team manages 150+ communities — and wins on data.
Every morning, before anything else, Roy Levy opens ActiveDEMAND..
He checks the reports. Every community. Sees what moved, what stalled, what needs attention. Then he talks to his team about what to adjust — Google Ads, Facebook campaigns, automation workflows, email performance. The whole operation starts with the data.
Roy is the Digital Marketing Manager at Wallick, one of the Midwest’s largest affordable housing and senior living operators. More than 150 affordable communities, and 12 senior living locations. A marketing department of eight people, with Roy and one other person covering everything digital.
When he joined in 2021, ActiveDEMAND was barely being used. By the time he was done making himself at home, it had become the foundation everything else is built on.
“I’m a data guy — to see ActiveDEMAND and see all this data we can use, that was amazing. Even today, after all these years, I still always find more things we can use and experiment with.”
— Roy Levy, Wallick
From ‘Cheap Leads’ to ‘Right Leads’
Roy came to Wallick with a clear philosophy: the goal isn’t the cheapest lead. It’s the right lead.
That sounds simple. But acting on it requires a level of data visibility that most marketing teams don’t have. You need to be able to see not just where leads come from, but what happens to them afterward — whether they become qualified prospects, whether they move further down the funnel, whether the campaign that looked great on paper is actually delivering meaningful outcomes.
ActiveDEMAND became the tool that made Roy’s philosophy actionable. Not just tracking clicks and conversions, but connecting the dots between campaign spend, prospect behavior, CRM outcomes, and real results.
“The platform helps us identify when a campaign is generating a lot of activity but not enough meaningful outcomes. A campaign might have a low cost-per-conversion in Google Ads — but if those conversions don’t become qualified prospects, it may not actually be our strongest campaign.”
— Roy Levy, Wallick
The Biggest Win: Knowing Where the Problem Actually Isnt
Ask Roy what the biggest win has been and he’ll tell you it’s clarity.
Before, a campaign with a low cost-per-lead looked like a winner. Now Roy can see whether those leads are actually going anywhere. And when results aren’t what they should be, he can pinpoint whether the problem is the campaign itself, the follow-up process, the phone routing, or something further down the funnel.
That kind of distinction — marketing problem vs. sales process problem — is the difference between fixing the right thing and spending budget in the wrong place.
“With better attribution and CRM visibility, we can decide where to increase spending, where to reduce spending, and where the problem might be happening after the initial inquiry. It helps us separate a marketing problem from a sales process problem.”
— Roy Levy, Wallick
Two People. 150+ Communities. One Platform.
Roy runs digital marketing for the entire Wallick portfolio with one other team member. Campaigns, automation, reporting, email, workflows, CRM coordination, offline conversion imports, all of it. The only way that’s possible is if the tools do a lot of the heavy lifting.
He describes the team’s use of ActiveDEMAND as genuinely collaborative, different people working on different pieces of the platform at the same time. The content person sending emails. The graphic designer working on branding assets. The digital marketing specialist pulling data. Roy overseeing workflows and making sure it all connects.
“Go for it. My question is why not? It’s a tool that can help with everything, literally everything. Whether it’s sales, marketing, content — there is no reason not to use it.”
— Roy Levy, Wallick
And the problem he’d never want to go back to having?
“Not having data. If we don’t have the data, it’s over for us.”
Roy came to ActiveDEMAND with a clear philosophy — get the right lead, not the cheapest lead — and he’s built everything around that. The questions he asks make us better.
Four years in, Roy is still finding new things to experiment with. That’s the kind of client we love working with.
Wallick has 200 communities across the Midwest, including managing 15,000 apartment units. They claim the largest green rehab of any affordable community in U.S. history. And we’ve been ranked #1 in the nation for affordable housing preservation. Learn more at Wallick Communities.
Want to see what ActiveDEMAND could do for your organization? Book a demo.