Todd Katler, Vice President at LevelOne gives and excellent presentation on measuring marketing effectiveness and also touches on measuring the effects if social media. Digital marketing provides accountability and the chance to look at advertising as an investment in getting a certain yield. Yet most apartment firms are drowning in lead reports from vendors, sales reports from their property management system and maybe even more reports from their lead tracking vendor. Learn from experts how to organize your available analyses and extract the highest-value data and to have the confidence to use it to increase your NOI due to marketing.

1. Measuring Marketing Effectiveness Todd Katler Level One

7. Is my guest card data/PMS software correct? Across a selection of 10,000+ leases and 100,000+ guest cards, the source noted in the PMS was compared with the originating source of the guest card with the following results: Ad Source % Sourced Accurately % Under-Reported in PMS % of Total Leases Grand Total 29% -71% 100% CraigsList.org 62% -38% 10% Rent.com 59% -41% 12% Apartments.com 53% -47% 8% For Rent/.com 43% -57% 4% Apartment Guide/.com 38% -62% 6% Move.com 36% -64% 2% MyNewPlace.com 17% -83% 3% Company Website 11% -89% 56%

8. How much of my traffic am I actually counting? Email & Walk-in: 90% Email & Walk-in: 58% Phone: 10% Phone: 48% A national company evaluating using a contact center compared guest card traffic between their test and control properties with the following results: Control properties not using contact center Test properties using contact center

9. What Do We Do About Non-Contactors? Ask yourself… What would Arnold do? TERMINATED Non-Contactor

12. What % of my ad source calls are non-prospects? This is the rawest form of data which includes 0-second calls, hang-up’s, duplicates and disconnects. In reality, the overall ratio is closer to 65-70% Ad Source GC:Call Ratio Ad Source GC:Call Ratio Grand Total 39% MyNewPlace.com 38% Yahoo local 10% Apartment Guide/.com 38% Apartment Marketer 19% Apartments.com 41% Move.com 20% Apartment Showcase/.com 44% For Rent/.com 22% Rent.com 49% Apartment Finder/.com 23% Banner 52% Google local 33% CraigsList.com 58% Property/Corporate Web Site 37%

14. How can I always monitor Prospect:Call ratio?

19. Conversion by ad source type

20. Using visit data as a predictor of lease performance Average was 4.7% conversion at 42% VSR High VSR and 4.5% + Conversion! Low VSR and Sub-3% Conversion

21. How they contact you matters! Phone leads convert to lease at over twice the rate of email leads.

22. Encourage Phone Contacts – Not Emails! Good Example Email is understated Phone is the key method displayed

23. Encourage Phone Contacts – Not Emails! Not So Good Example Phone is buried between the physical address and fax? Besides the form being dedicated to email, why offer the form and a direct email address?

24. Better Interactions = More Leases! Longer calls convert to a lease 92% more often Average leasing call is 1:44

30. In case that last slide upset you…