Todd Katler's AIM conference 2008 presentation on cost-effective buying of ads, leads and leases.

1. Present Day Realities of Lead Tracking and Conversion

5. Lead Accuracy in Management Software The Results: For the population of leases where a match with a Level One guest cards exists: 32.6% of all leases were sourced correctly (67.4% had a source other than what was recorded at lead origination)

7. Lead Accuracy in Management Software Other Interesting Observations, part 2: On April 6 th , 2008, www.pizza.com sold for $2.6M. Internet-Other received credit for 13 times more leases than it generated! As the most successful ad source in the industry, www.internet-other.com is now owned by Todd Katler. The eBay auction will start next week with a $1M reserve…

11. Visit Set Ratio (VSR) Demonstrates That Not All Leads Are Created Equal This graph shows variance from the median VSR across four companies. Be mindful that you will have wildly different experiences with each ad source that will often differ by property or sub-market.

15. Lead:Lease Conversion Metrics

16. Lead:Lease Conversion Metrics What if this source is a high cost per lease? Remember that some of this traffic originates at the other ILS’s. Ad spend optimization tends to be possible at lower converting, lower volume sources.