Quantitative analyst Mark Stange-Tregear of My New Place touches the tip of the iceberg in suggesting systemic flaws in current, popular methods of lead tracking in the multifamily rental business. AIM Conference 2010. aimconf.com

1. AIM 2010 Marketing Data Insights:Can I Trust My Data? Mark Stange-Tregear

2. Contents Is the data in property management systems accurate enough to make marketing decisions? If the data in property management systems is not accurate enough, what are the alternatives? How to match guest card or contactors to leases What is the impact of the various matching options? How do I make this data actionable? Food for thought…

3. A Leasing Funnel Prospect finds a property and decides to contact the property A contactor expresses continued interest and becomes a qualified guest card The contactor signs a lease

4. Is the data in property management systems accurate enough to make marketing decisions? By matching a lease back to the original guest card, the advertising source can be verified

5. If the data in property management systems is not accurate enough, what are the alternatives? If the tracking data in the PMS systems is not accurate enough, don’t use that data Instead, match the residents on the rent roll to contactor/guest card records Caveat: matching to contactors/guest card records is not going to tell you about walk-ins, but it is still better to have a smaller, accurate data set

9. Collect the total billing for the advertising source

10. Divide by the number of leases that were matched

12. Accurate data can be obtained by matching leases back to guest cards/contactor data

13. And don’t forget to factor in one walk-in for every guest card or contactor matched