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.
May 11, 2020
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

Tips & Tricks to Train Your Apartment Community Chatbot

Your chatbot is another member of your leasing team—isn't it time you trained it to be? Use this list of tips and tricks to make your chatbot work its hardest for your apartment communities.

August 16, 2018
Marketing

How to Get More Tours with Less Work

Let’s face it, leasing teams have their plates full. They are tasked with helping residents, conducting tours, responding to inquiries, and much more. So, we are left with the age-old question—how to get more with less. Fortunately, when it comes to apartment tours, there is a solution.

August 16, 2018
Marketing

Apartment Marketing Ideas for Winter

Get tips for keeping your leasing spirits high when the season gets slow. Learn how to attract prospects and fill vacancies with these marketing ideas for winter.

August 16, 2018
Marketing

Tips & Tricks to Train Your Apartment Community Chatbot

Your chatbot is another member of your leasing team—isn't it time you trained it to be? Use this list of tips and tricks to make your chatbot work its hardest for your apartment communities.

March 2, 2021
People

Choosing a Multifamily Technology Partner vs. Vendor

Before you hire your next vendor, follow these tried-and-true tips for finding a supplier that will be more than just another vendor, but an actual partner for your multifamily business.

February 24, 2021
Tech

Love or Lust: What to Look for in an AI Leasing Agent

Avoid chatbot heartbreak! 💔 Don’t be fooled by basic menu-based chatbots that claim to be AI leasing agents. Learn three must-have features to look for, so you can get a truly robust solution that you’ll love.

February 24, 2021

Join Our Newsletter

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