Track Calls to Leases in 3 Easy Steps

Find out which ad sources are working for you and those you shouldn’t waste your money on.
August 9, 2018
Marketing

Quick, which ad sources generate the most calls to your multifamily property? What about prospects? Leases? If you don’t know, you could be wasting money on advertising that isn’t paying off. Or you could be leaving money on the table by not allocating more dollars to ad sources that are giving you great returns on investment. 

Follow these three steps to learn exactly where you should be spending your advertising budget next month.

Step 1: Implement Call Tracking with DNI

Good analysis begins with good data. Knowing whether a prospect learned about you from an ad or by word of mouth isn’t enough. You need to know exactly which online ad sources are generating calls. But in the age of fleeting attention spans, asking prospects how they heard about you is unreliable and inefficient—who remembers what they clicked on five minutes and 10 webpages ago?

That’s why Dynamic Number Insertion (DNI) is so important. It assigns a unique phone number to each online ad source—whether banner ad, Google, Yelp, Apartments.com or anywhere else you advertise—and then displays that phone number on your website to the visitor. That way you know exactly which ad source drove them to your website and what ultimately made them pick up the phone and call you.

 

Step 2: Separate Prospects from General Call Volume

To avoid skewed data and get a true picture of ad effectiveness, next you’ll need to filter out non-prospect calls. Divide calls into two categories: prospects and non-prospects. Non-prospects include residents, vendors, employees and any others who may call in on your advertising numbers. Then, filter out the calls from non-prospects to get a true idea of which ad sources are generating leads rather than just calls.

 

Step 3: Match Caller Data to PMS Leasing Data

Knowing which ad sources are generating the most calls and prospects is great, but what you really want to know is which ones are converting to leases. But not all leads sign leases the same day, week or month. So how will you know if a lead ultimately became a lease?

With LeaseTrace, data from your Property Management System (PMS) and LeaseHawk’s LeadScore tool is combined to trace a signed lease back to the first call coming in through a LeaseHawk tracking number. Here’s how it works:

  • ‍When a lease is signed, LeaseTrace matches lease information to prospect calls by scanning all prospect calls from the last 90 days.
  • ‍LeaseTrace then identifies the most recent prospect call received and the information from the lease is matched to the prospect’s most recent call.
  • ‍Finally, LeaseTrace identifies the original call and ad source, giving you visibility into which ad sources are generating leases.

 

Want to learn more? Visit leasehawk.com/hawkeye.

 

Learn More

Ready to see LeaseHawk in action?

Fill out this form to learn more.

Related Posts

Marketing

How Can I Reduce Call Center Costs?

We’re in an unprecedented time where ‘work from home’ is the new normal. If you’re looking to call centers to help with your leasing office's calls, then you know it can be a pricey hit to your budget. Use these 5 tips to nurture every lead and reduce your call center costs at the same time.

August 16, 2018
Marketing

7 Stats That Show Why You Need to Track Calls

Call tracking helps properties shape the bigger picture on their ROI. Whether it be by helping to fill in the gaps of where leads are coming from, streamlining an advertising budget, or how to staff and train your leasing agents.

August 16, 2018
Marketing

Are You Ready for Some Football? Increase Your Leasing Game Like a Pro

Learn how to win at the leasing game! As Bear Bryant once said, “It’s not the will to win that matters—everyone has that. It’s the will to prepare to win that matters.” Replicate these winning football strategies to turn your team into leasing champions.

August 16, 2018
Marketing

How Can I Reduce Call Center Costs?

We’re in an unprecedented time where ‘work from home’ is the new normal. If you’re looking to call centers to help with your leasing office's calls, then you know it can be a pricey hit to your budget. Use these 5 tips to nurture every lead and reduce your call center costs at the same time.

April 3, 2020
Tech

What Chatbot is Best for My Apartment Communities?

Consumers are 4x more likely to prefer using a chat box over speaking to a human. It’s time for your properties to offer a virtual experience for your renters. Discover three types of chat solutions and learn which one is the best fit for your multifamily properties.

March 30, 2020
People

5 Ways to Maintain Communication During Uncertain Times

The COVID-19 (Coronavirus) outbreak is a rapidly changing situation. Learn 5 things you can do right away to maintain open communication with your prospects and residents. After all, clear communication is one of the best ways to stay calm and maintain business-as-usual during these uncertain times.

March 30, 2020

Join Our Newsletter

Get the latest multifamily news, how-to's, infographics and more delivered right to your inbox.