Study on Lead Analytics Reveals Misalignment in Multi-family Organizations

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D2 Demand Solutions and On-Site.com today released “Lead Analytics: Do You Know Where Your Leases Come From?” a new study that reveals a startling misalignment in the way multi-family organizations self-evaluate lead tracking and follow up efforts.

Lead Analytics Graph

Regarding multiple leads for the same prospect, 70% credit the first lead; 12% give each lead a full credit; 10% distribute leads attribution evenly as a fraction; 8% give credit to the last source

As we evaluated the results, we noticed a difference in outlook on lead analytics and lead management processes between community-level and the rest of their colleagues in senior and support roles.

D2 Demand Solutions, in partnership with On-Site.com, today released a new study, which reveals a startling misalignment in the way multi-family organizations self-evaluate lead tracking and follow up efforts. Based on a survey of 268 multi-family associates, the study titled “Lead Analytics: Do You Know Where Your Leases Come From?” asked respondents to self-evaluate their lead analytics.

“As we evaluated the results, we noticed a difference in outlook on lead analytics and lead management processes between community-level and the rest of their colleagues in senior and support roles,” notes co-author Donald Davidoff, president of D2. “That discrepancy looks remarkably like the misalignment between sales and marketing that is an all too common problem in most other industries.”

“This disconnect between community associates and those who support and/or supervise them clearly indicates the need for better analytics and more transparency in multi-family organizations in lead tracking,” said Doug Davidoff, a partner at D2 and co-author of the study. “Right now, it seems as though everyone is not on the same page.”

Key study results show:

  •     The need to create a Service Level Agreement (SLA) between site sales associates and their leadership. An SLA clearly defines what good lead follow-up is, how it should be done and how it will be measured and reported upon.
  •     Better lead tracking systems are needed.
  •     Personalization in marketing presents a great opportunity.

“This is exactly in line with the kind of value we’re trying to provide at On-Site,” said Monte Jones, president of study sponsor On-Site. “You only get behaviors around what is measured, and it’s impossible to have everyone on the same page if they’re working off feelings rather than clearly defined reports that share actual results against pre-defined benchmarks. Your marketing suite must be able to not only capture leads but also to make it easy to manage and report on them.”

“Lead Analytics: Do You Know Where Your Leases Come From?” is available as a free download on the D2 Demand Solutions website: http://www.d2demand.com/lead-analytics.

About D2 Demand Solutions, Inc.
D2 Demand Solutions finds its niche where technology and people meet. D2 has decades of experience bridging the gap between technology and people whether it’s prospects, customers or associates (or all three). D2 has implemented game-changing programs in pricing and revenue management, marketing with an emphasis on eCommerce, sales systems and customer experience programs. D2 knows how to design and build systems that are more intuitive, how to manage cultural change and how to train a modern, adult workforce.

About On-Site
Founded in 1999 with technology and service 100% based in the U.S., On-Site is bringing the apartment industry up-to-speed with what today’s consumer expects from the renting experience: modern technology and a focus on usability. On-Site’s end-to-end platform covers everything from community marketing and renter qualification to lease contract generation with e-signatures and online storage. Plus integrated communication hubs to drive resident retention after move-in. The result is a simplified rental experience that leads to greater customer satisfaction and translates directly to the positive side of the balance sheet. For more information about On Site’s leasing solutions, visit http://www.on-site.com or contact one of On-Site’s online leasing experts at (855) 667-6500.

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Summer Palma
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