When Chris Johnson stepped into his role as Director of Marketing at Irwin R. Rose, he was met with a clear priority: the portfolio’s websites weren’t just outdated — they were underperforming.

“Even through the interview process [at Irwin R. Rose],” Chris recalled, ‘it was clear we needed new websites to compete. I always say, ‘you only get one chance at a first impression, and that impression is digital.’”

With a growing portfolio across Texas and a legacy that spans 65 years, Irwin R. Rose needed to stand out against industry giants, without enterprise headcount or budget. Templated websites were not an option. Chris needed a partner who could offer customization, speed, and a forward-thinking approach to multifamily marketing.

Enter Resi. Within weeks of joining Irwin R. Rose, Chris reached out to Resi – one of the very first calls he made as part of the company’s tech overhaul.

“I shopped everyone. Big-name providers, templated solutions, you name it. Resi was different. The technology, the flexibility, the people — it was a no-brainer.”

Resi worked alongside Chris and his team to ambitiously — and successfully — launch 18 new property websites in under six months. Built on Resi’s adaptive platform, each site was tailored to reflect the unique Irwin R. Rose brand, complete with interactive Easter eggs, animated roses, and custom layouts that defied the industry mold.

From Altamonte, which captures the relaxed charm and central convenience of San Antonio living, to The Civic at Frisco Square, designed to reflect the energy and walkability of Frisco’s vibrant downtown — each site brings its property’s personality to life while staying cohesive under one scalable solution.

“Our industry tends to default to templates because it’s easier,” Chris said. “But Resi helped us break through that mold and create something different – something that actually reflects who we are.”

The results are clear, measurable, and already making waves. Chris says they’ve already experienced:

• 2x to 3x increase in conversions across sites
• 200%+ increase in time-on-site across their portfolio, with one property site seeing a 7 minute average
• A dramatically improved user experience that’s getting noticed by prospects, residents, and stakeholders alike

“Our conversions are doubling and tripling now from where they were. The tech stack was so important for that — and Resi made sure everything was talking to each other.”

Internally, Chris says the ease of use was just as impactful. The Irwin R. Rose team has been able to manage the majority of website changes in-house, freeing up time and allowing the marketing team to move faster with new campaigns and on-site initiatives. From updating CTAs and adding new floor plans, to launching seasonal campaigns, the platform gives their marketing team full control.

“We’re no longer stuck waiting for small changes,” Chris said. “If we want to update a special or change a hero image, we can do it ourselves — on the spot.”

He credits the smooth transition to Resi’s thoughtful onboarding process and responsive support team:

“We put in the time up front with Resi, and it paid off. We launched with the right info, and now we’re just focused on standing out even more.”

Perhaps most importantly, the investment didn’t just lead to stronger branding and cleaner UX — it transformed their websites into high-performing ecommerce leasing engines.

Unlike traditional, templated property sites, their new websites are designed to function like modern ecommerce platforms: personalized, intuitive, and built to convert. Each site reflects the distinct identity of its property while integrating seamlessly with the tech stack behind the scenes. The result is a digital experience that moves renters from discovery to decision — faster, smoother, and with better-qualified leads.

“Our websites are working. They’re doing what they’re supposed to do — and they’re converting,” Chris said. “We’ve made it very easy for our prospects to find what they need, and that’s everything.”

As Irwin R. Rose looks to the future with video FAQs, corporate sites, and new campaigns in the pipeline, Chris is confident in the partnership:

“I lean on my partners to tell me what’s next, and Resi is always at the forefront. They’re not just a vendor. They’re a true partner in our growth.”