THE METRICS OF TOP PERFORMERS
JULY. 27TH. 2015 | #RWUC
© 2015 REALPAGE, INC. ALL TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS. ALL RIGHTS RESERVED.
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© 2015 REALPAGE, INC. ALL TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS. ALL RIGHTS RESERVED.
1
HEADLINE
• The Metrics of Top Performers
• Lead generation
• Mix of lead types (email, phone, walk-in)
• Most productive media (Use of “self-directed” sources)
• Once the most efficient media sources are in-place, then what?
• Follow-up metrics
• Conversion by contact type
• Over-all conversion
• Putting it all together – How any portfolio can mirror top performers
© 2015 REALPAGE, INC. ALL TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS. ALL RIGHTS RESERVED.
2
HEADLINE
• So what defines a top performer?
• Highest Lead generators? NO
• Using the most media?
NO
• Tools used by site teams? HAS AN IMPACT
• Prospect engagement?
HAS AN IMPACT
• Conversion rates!!!
YES!
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3
WHAT DOES LEAD VOLUME LOOK LIKE FOR TOP
CONVERTERS?
Leads/Month/Property
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4
AND HOW DO THEY CONTROL THE “MIX” OF MEDIA?
Portfolio A
Portfolio B
Portfolio C
Percent of Leads
Percent of Leads
Percent of Leads
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5
MEDIA MIX SUMMARY – LEAD GENERATION
Merged Portfolio Data
Percentage of Leads
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6
IS THERE A CONVERSION DIFFERENCE?
Portfolio A
Portfolio B
Portfolio C
Percent of Leases
Percent of Leases
Percent of Leases
83.6%
67.3%
59.7%
40.3%
32.7%
16.4%
Free/Self Directed
Paid
Free/Self Directed
© 2015 REALPAGE, INC. ALL TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS. ALL RIGHTS RESERVED.
Paid
7
Free/Self Directed
Paid
MEDIA MIX SUMMARY – LEAD CONVERSION
Combined Conversions
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8
BEYOND MEDIA, HOW ARE THEY BEING CONTACTED?
Portfolio A
Portfolio B
Portfolio C
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9
HOW DO TOP PRODUCERS COMPARE?
Top Producer’s Mix
Average Portfolio
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10
AND HOW WELL DO THE SITE TEAMS ENGAGE THEIR
PROSPECTS?
Follow-Ups Per Lead
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11
DO TOP PRODUCERS FOLLLOW-UP MORE THAN AVERAGE?
Follow-Ups Per Lead
YES! Top producers perform 29% more
follow-up than the average portfolio!
© 2015 REALPAGE, INC. ALL TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS. ALL RIGHTS RESERVED.
12
HOW DOES THIS IMPACT CONVERSION ACROSS
CONTACT TYPES?
Conversion By Contact Type
Walk-In Conversion
Phone Conversion
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13
Email Conversion
WHAT DOES OVER-ALL CONVERSION LOOK LIKE?
Overall Conversion Rate
© 2015 REALPAGE, INC. ALL TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS. ALL RIGHTS RESERVED.
14
WHAT DOES THIS MEAN IN PERCENTAGE GAIN OVER PEER
GROUPS?
Conversion Gain Over Peer Group
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15
WHAT TYPE OF PRODUCTS DO TOP PERFORMERS USE?
• All Used Lead2Lease
• All Used Level One
• All Had A Revenue Management
Solution In Place
• Their PM Software Platform
Varied
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16
PUTTING IT ALL TOGETHER – TRAITS TO MIRROR AT ANY
SITE…
• Design a media strategy with an emphasis on free and directly
controlled sources
• Do NOT focus only on achieving high lead volume
• Ensure that tools and technology are in-place to track and measure
effectiveness
• Define what good follow-up performance looks like and reward
those that achieve it! (KPI’s)
• Constant improvement – Work your feedback loop!
© 2015 REALPAGE, INC. ALL TRADEMARKS ARE THE PROPERTY OF THEIR RESPECTIVE OWNERS. ALL RIGHTS RESERVED.
17
QUESTIONS?
First Name Last Name
Email Address
First Name last Name
Email Address
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