Better Experiences, Higher Conversions: How Mission Rock Transformed the Multifamily Renter’s Journey

For many renters, finding a new rental unit feels a bit like stepping back in time. For leasing agents, the experience isn’t much better.

Here’s what we mean: Chances are you’ve leaned on interactive automations at least a dozen times today to navigate your work routine, place an order, get personalized recommendations or forecasts — perhaps all of the above before you even had your morning coffee. As consumers, we’ve grown used to the “Amazon” experience, characterized by speed, ease and hyper-personalization, expecting those components in every digital transaction, whether that’s buying furniture, booking an appointment, or…researching rental properties.

mission rock transforms the multifamily renter's journey with better experiences leading to higher conversions.
The trouble is that multifamily has largely lagged behind other industries, making it difficult for renters to get answers without having to take extra steps like calling a leasing office during office hours, or dropping by for an on-site visit — often having to re-explain their interests, preferences or dilemmas with every interaction

That mismatch between modern consumer expectations and antiquated renter experiences is a massive opportunity for property management companies (PMCs) to stand out, outserve and outperform competitors. Mission Rock Residential, a PMC with a portfolio of 165 properties across 17 states, recognized that opportunity as they looked for ways to modernize the multifamily renter’s journey and alleviate staffing challenges.

Impact Snapshot

  • ~60 properties
  • 25,000+ questions answered by AI chatbot
  • +1,364 tours scheduled
  • +200,000 automated prospect interactions on behalf of leasing teams
  • 60%-70% average conversion following lead nurture
  • 22% automated support via SMS
Meagan Struve, marketing analyst at Mission Rock, had heard about PERQ’s track record on both counts: (1) driving lead-to-lead conversions with automated nurture, and (2) reducing the time and effort leasing agents have to pour into lead management. “PERQ’s ability to build up prospect interest without manual work alleviates that pressure for the leasing teams, and allows for more focus on authentic customer service,” she shared.

With that in mind, Mission Rock set out to test drive PERQ’s lead nurture platform with select properties in its portfolio.


Matching the Modern Multifamily Renter’s Journey


Mission Rock recognized today’s multifamily renter’s journey differs sharply from just a couple of years ago. For one, that journey is far longer: 46 days on average, with some renters taking as long as six months to choose a property.

The multifamily renter’s journey is also much more digitally-focused. Automated conveniences that were considered nice-to-have luxuries a couple of years ago are now baseline expectations for renters who’ve grown accustomed to “made-for-me” experiences, instant access and support.

Aside from the pandemic-driven push for more virtual conveniences, Meagan also points to a generational shift. “A lot of our renters are now younger, and they’re used to a more automated experience and the instant gratification that comes with that,” she explains. “They don’t want to talk to anyone on the phone, ever. They would much rather have a chatbot experience or have somebody emailing or texting.”

With PERQ’s Leasing Assistant, including a natural-language AI chatbot, prospective renters coming to Mission Rock websites can get their questions answered instantly, ’round the clock, via the property’s website, SME or email. So far, the chatbot has answered more than 25,000 questions, giving prospects instant answers regarding availability, touring options, pricing, the application process, and more.

Multifamily isn’t exactly known for customer service, but Mission Rock is changing that, said Meagan: “For us, to be able to serve up fun, engaging and educational experiences to our prospects using PERQ, it gives prospects a positive experience from their first interaction with a community, while also setting our community apart from others that don’t offer such a modern website experience.”


example of PERQ on Mission Rock community site to enhance the multifamily renter's journey


Building Rapport, Engagement With Automated Nurture


Among the benefits of cross-channel, personalized nurture automation, is the fact that the heavy task of nurturing leads is now off the leasing team’s plate so they can focus on higher-impact activities. “The stats about the number of hours we save are amazing…especially with our current staffing challenges,” Meagan said. “Having PERQ is a shining beacon of hope, alleviating a lot of that manual work we used to have.” 

Automated nurture also helps to keep Mission Rock’s pipeline full and healthy as renters take longer to search and make decisions. Though prospects may not be ready to convert today, “that person is still important and could still end up turning into a lease,” Meagan said. Previously, the team tried to manually follow up with each lead, but the volume of leads made those efforts difficult and created a lot of “cracks” for leads to fall through. Now, PERQ takes on the nurture challenge, applies personalization, and drives lead-to-lease conversions. “Such a game changer for us, for sure,” Meagan said. 

By Q3 of 2022, PERQ’s nurture generated 1,364 tours that might otherwise have been lost in the shuffle of guest cards, allowing prospects to engage via text nearly 22% of the time. PERQ’s nurture also managed over 200,000 prospect interactions on behalf of Mission Rock’s on-site teams.  

PERQ has helped Mission Rock evolve our inbound marketing strategy. As a result, we get more leads and leases from our website and more automated engagement with prospects. We’ve reduce the work of our on-site team since PERQ takes on all the early nurture, and keeps our teams focused on closing leases and providing excellent customer service.

Meagan Struve

Marketing Analyst, Mission Rock Residential


Unmatched Conversions


Proof’s in the pudding, as they saying goes. “What we’ve found with PERQ is when people come in for a tour, our closing ratio is so high — 60% to 70% on average,” said Meagan. “Once we get that person in, it’s pretty much a done deal because the prospect has been able to qualify themselves based on the website experiences, AI chat, and personalized nurture from PERQ.” 

Meagan also touts lead source attribution and dashboard reporting to help Mission Rock optimize its return on marketing spend. She also appreciates the intelligence that PERQ is able to pass along to the leasing team when leads are agent-ready. “It’s been seamless. There has never been an issue of missing information or any difficulties, and I really appreciate that,” she added. 

Today, PERQ is used by more than 60 Mission Rock properties to enhance the multifamily renter’s journey, and the team has recommended 90 properties for the platform in the year ahead. 


Platform Highlights

PERQ AI Marketing Automation for Multifamily
  • Natural Language Processing (NLP) AI allows visitors to have “natural” (read: non-robotic) conversations with AI chatbots on the property website, SMS, and email.
  • Conversational AI support for Google, enabling mobile visitors to get instant answers when visiting a community’s Google Business Profile and Google Maps. 
  • Call-to-text technology converts inbound leasing calls to text chats, easing the workload of on-site teams and helping PMCs avoid costly call centers. 
  • Website Conversion Maximizer tailors interactive online experiences to each visitor, capturing prospect data so it can enhance personalizations with every new interaction. 
  • Nurture Science continues to personalize nurture communications to keep prospects engaged long after their first visit, through every stage of the multifamily renter’s journey. 
  • One intelligent platform with centralized data means prospects are recognized across devices, creating connected and coherent experiences across channels. 
  • Rich prospect data is automatically captured and made available in your connected CRM when the prospect is agent-ready. 
  • Accurate lead attribution and real-time trends so you can see how each lead source is performing, hidden opportunities or tripping points. 

2023 Multifamily Market Outlook

With experts’ forecasts for the multifamily market outlook mixed for 2023, it’s easy to feel concerned or confused about what this year will bring. Some experts suggest that the multifamily sector will perform above average in 2023 despite the economic headwinds. Their claim is that demand is still steady and will remain that way because the costs of a mortgage are more than 50% more expensive than the average monthly apartment rent, keeping renters in the rental market.

Others are not as hopeful and suggest the growing economic uncertainty and low consumer confidence in the economy may translate into fewer households being formed and that decisions to move apartments will be muted if the consumers’ outlook on the economy remains lackluster.

Without a crystal ball to help multifamily marketers and operators to see the future, you are left with one choice in the matter: to assume the worst and work to ensure adequate leads to fuel occupancy.

How to prepare for the upcoming multifamily market outlook

At PERQ, we speak with multifamily professionals from property management companies (PMCs) across the nation. The topic of multifamily market outlook comes up regularly and we wanted to share with you what we we have learned about how your peers in the industry are thinking about this. Here are some ways that PMCs are preparing for the upcoming multifamily market — whatever it brings.


Doubling down on inbound marketing


If demand slows, there will be pressure on costs. To help optimize spend on paid leads, PMCs need to ensure they are getting the most “free” (vs. paid) leads from their community website as possible. You want to make sure you attract and engage potential renters through your property website without having to pay for a complete overhaul of your current site.

By utilizing interactive website tools and personalization, like the powerful ones PERQ offers, you get more tours from your unknown website visitors. In doing so, you reduce the need to spend more money on expensive lead sources, like an ILS. Using all the PERQ website features (like calls to actions to capture lead information, interactive webstie experiences, and more) you can maximize your lead generation on your existing website without needing to ramp up your spending.

No matter where the multifamily market outlook ends up, leaning into inbound marketing just makes good business sense. You already have community websites — why wouldn’t you want to use them to your advantage and turn them into your #1 source for leases?


Saving marketing spend by recycling leads


Recycling is always a clever idea, but with an uncertain multifamily market outlook, it is necessary to help save money. To optimize marketing spend and make sure you do not pay for the same lead more than once, consider revisiting leads from prior rent cycles to see if you can get them to reengage. You do not necessarily want to add more to your already maxed onsite teams during this time, so consider automating this process instead.

Some artificial intelligence (AI) technology solutions, like PERQ, can send an automated outbound multi-touch nurture program to leads that did not rent from you last year to resurrect them now that they may be looking again around their renewal date. Allowing you to easily stay top-of-mind for those prospective renters who may be looking for their next home. By recycling leads, you won’t be spending as many marketing dollars because this person is already known to you and in your database. An ideal strategy during these uncertain times.


Improving yield from paid leads


PMCs are working to improve the yield from paid leads by working those leads with marketing nurture approaches. Automated nurture can be applied to your Internet Listing Service (ILS) leads and nurture capabilities should work every lead to tour in perpetuity. At PERQ, we don’t “dead” or give up on any leads. Our nurture data shows us that there are significant tours scheduled after many touches, which can maximize the number of tours and leases created from your paid efforts.


Being everywhere prospects are digitally


PMCs are working diligently to be everywhere their prospects are digitally. With more prospects leveraging Google Business pages, employing conversational AI on this channel to capture their attention before they even hit your website makes a lot of sense.

In order to help communities be everywhere their prospects are, PERQ has added our NLP (Natural Language Processing) chat capabilities for Google and can answer questions on your Google Business Page 24/7. This way, people can research and schedule a tour even when your office is closed. In addition, PERQ will pull those not ready to tour into the website and offer a CTA (call to action) that helps make them a known lead, so nurture can be applied automatically.

Overall,  PMCs are shifting their focus to earlier in the sales funnel. Instead of a focus on tours and leases, multifamily marketers are looking at their marketing mix, their spend, and how to optimize top of funnel lead creation. Their overall goals needs to be to get ahead of lead creation to ensure a steady flow of qualified leads for their communities no matter what the outlook is for the multifamily market.


Want help preparing for whatever the multifamily market outlook holds? Schedule time with PERQ and talk to one of our multifamily experts today!

Multiply Leads With Your Lead Analysis Report

As renter behaviors change and competition grows for their attention and wallets, PMCs are putting pressure on business expenses that roll up to their net operating income (NOI), and this affects marketers directly. Regardless of occupancy levels, multifamily marketers are being asked to reduce marketing costs in order to help profit margins and give the property manager room to be competitive on rental rates, if and when needed. But knowing what to cut and why (without crippling marketing performance) can be difficult and a source of anxiety for many teams — unless they’re equipped with the proper tools.

Nearly a century ago, famed magnate John Wanamaker is quoted as saying, “Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.” Nearly 100 years later, those words are still true for many marketers, though that’s quickly changing.

What if you could pinpoint, with certainty, which of your marketing efforts and dollars are going to waste? Or where opportunity lies to meet your revenue goals, cheaper and faster?

It turns out you can.

In a nutshell, that’s the value of a lead analysis report: a study of how each of your lead sources are performing so you can drop underperforming investments and uncover opportunities to improve conversions, often at lower cost. If you’ve been a professional marketer long, you’re likely familiar with the concept of lead source attribution to achieve that. A best practice that’s long proved successful in other industries, lead source attribution is finally catching up in the multifamily realm.

As you plan for the year ahead, your lead analysis report, complete with well-documented lead source attribution and performance metrics, is a vital tool to meet revenue goals and minimize marketing spend.

Why track lead source performance?

Traditionally, marketers seeking evidence for how their marketing channels, campaigns and lead sources were performing had to spend hours corralling incomplete data, with little payoff for their effort.

For starters, you had to chase source data on separate platforms: Google analytics, social networks, ILS, email, and other traffic sources. You’d try to compile all this disconnected data, then piece it together in a way that could be recorded in your CRM and accessed easily by your team.

During that process, catch-all attributions like labeling a variety of sources as “website” or relying on fellow agents to fill in referral sources failed to capture specific touchpoints (like a Google ad or Facebook campaign) that moved the prospect to make contact.

With so many manual steps and low visibility into true lead sources, the process was a tremendous resource suck, prone to error and rife with blind spots. And yet, it’s still how many multifamily marketers operate today.

Such methods also failed to measure traffic quality. Platforms like Google Analytics might tell you how much traffic they brought you, but not what happened to those visitors after they landed on your website. Did they become a viable lead? Book a tour? Sign a lease? As we well know, traffic quantity doesn’t necessarily equate to traffic quality.

Thankfully, there’s a better way. It’s why forward-looking marketers have sought to integrate and automate attribution insights, so their teams can always access a reliable lead analysis report without having to stress over spreadsheets.

Lead Source Attribution Benefits

Improved lead generation. 
Understanding what details move visitors to click, engage, or complete an action helps you set better lead generation goals and optimize campaign budgets. 

Understanding renters. 
Knowing your prospects’ digital activity patterns help predict their preferences and behaviors to inform your strategy and campaign tactics. 

Increased ROI. 
Track sources, engagement and conversions to more accurately calculate ROI and reduce wasteful spending. 

Lead Source Attribution Benefits Chart

Putting lead source attribution & integration on autopilot

You’re a marketer, not a data scientist. We’re guessing you have no desire to spend hours poring over data instead of building relationship, fine-tuning your strategy, or driving conversions. Thankfully, we’re living in the age of AI-powered marketing tools that can do the heavy lifting on repetitive tasks that often weigh and slow your team’s performance.

By pairing your team’s skills (e.g. creativity, relationship building, critical thinking) with AI-driven insights, you enable your team to perform at a higher level while countering burnout, wasted effort or spending.

Attribution insights in your lead analysis report can help your team answer questions like these:

  • What customer segment gives us the greatest chance to meet revenue goals?
  • What’s our cost-per-lead, cost-per-lease, conversion-to-tour, and conversion-to-lease by each lead source?
  • What’s the best combination of digital touchpoints to attract renters to our doorsteps?
  • Which tactics/campaigns/channels deliver best-fit, high-intent leads?
  • Where are we wasting dollars reaching the wrong audiences?
  • How can we cut costs without compromising results?
  • What evidence can I use to defend my proposed investments to our leaders?

It’s important to note that lead source attribution shouldn’t be limited to website traffic. Rather, your lead analysis report should be able to track attribution cross-channel, not just the first touchpoint in their renter’s journey. When you reply to a prospect, or if a prospect engages with one of your SMS nurture messages, for example, your tech stack should be able to carry their attribution source between channels. The same goes for emails. Let’s say your AI platform replies to a website visitor via a chatbot, or sends them a nurture email. Your lead nurture platform should dynamically link those to ensure attribution is passed through if the prospect switches to another communication channel (e.g., clicking on an email link to visit the website, calling or texting the number listed in the email).

Put another way, your lead nurture platform should ensure the source attribution sticks with the individual consumer, regardless of what channel they start engaging with, versus what channel they ultimately convert to a lead on.

Once you have a clear picture of how each of your lead sources is performing, deciding what lead source spending to stop, reduce or grow becomes much easier to define and defend.

The right [technology] partner must operate with a strong ‘technology wrapped in services’ approach, with the right tool to product instant results and push out recommendations, complementary analytics, and insight services to help dive deep into results for added value.

Cross-Channel Attribution is Needed to Drive Marketing Effectivness

Forrester | Google

Pairing your lead analysis insights with personalized nurture

Reasonably, your lead analysis report can’t exist in a vacuum. To be effective, it relies on (and is made more powerful by) an integrated lead capture and nurture ecosystem.

Multifamily marketers we’ve worked with report that deep visibility into lead source performance has enabled them to double conversions while reducing their cost-per-lead by as much as 80% when paired with personalized lead nurture.

Common traits of marketers reporting these results include the following:

  • As a starting point, they’ve installed the PERQ platform on their website and integrated it with their lead sources.
  • Online visitors engage with interactive website experiences such as quizzes, floor plan match, neighborhood finder, and more, exchanging personal information (e.g., contact info, move-in timeline and preferences) for information about the community and options available to them.
  • Those individual insights are used to personalize prospect experiences, messaging and lead nurture, “warming up” prospects without requiring agent contract.
  • The platform sees the origin of every lead and maintains source data while across the renter’s journey, even as the prospect switches communication channels over time.
  • Once a lead is agent-ready, the platform automatically passes the prospective renter card to the marketing CRM with the clean lead source information.

To summarize it further, they’ve set out to accomplish three things with the help of artificial intelligence:

  1. Compel prospects to reveal information about themselves through interactive website experiences.
  2. Use self-reported (first-party) insights to personalize nurture messaging and experiences at all stages of their renter’s journey.
  3. Automatically record all lead sources, behaviors and activities, translating that data into actionable intelligence for agents.

Back to our focus on lead source attribution and performance metrics, the offshoot is that your marketing team can easily identify what’s working (or isn’t) to convert leads, so you can make smarter decisions and more profitable marketing investments. From there, Forrester researchers recommend continuous testing and experimenting with new campaigns, strategies and ideas based on attributed results.

Once marketers receive attributed results, they must identify opportunities to test in channels or tactics that are driving conversions and make changes to those that aren’t. A testing approach will help them identify winning marketing programs and develop repeatable interactions to acquire and grow profitably.

Cross-Channel Attribution is Needed to Drive Marketing Effectiveness

Forrester | Google

In closing, PMCs that have the right tools to gain richer prospect insights and measure lead source performance will win out, Forrester concludes, “increasing engagement and relevance, and improving ROI.”

Improve lead conversions and ROI

When you’ve been operating in the dark, it can be tough to discern next steps. At the same time, you shouldn’t have to become a data expert to benefit from it. We’ll help you clarify your next best move.

Take PERQ for a test drive and see results for yourself when you sign up for a 90-Day Trial.

Digital Trends For Multifamily: Critical Ingredients to Conversions

You wouldn’t bring a bicycle to a car race, yet that’s what multifamily marketers do when their digital toolbox doesn’t have enough power nor the right tools to meet market expectations or match their competitors’ capabilities. In multifamily, prospective renters have adopted new buying behaviors and expectations, demanding cohesive cross-channel experiences, greater convenience and personalization. “We are all designing for a new kind of customer,” note researchers from WGSN.

This shift sets a new bar for the renter’s journey, spurring new digital trends for multifamily marketing.

Is your multifamily marketing team equipped to compete successfully in today’s digital multifamily marketing landscape?

We’ll start with a broad view of five foundational digital trends for multifamily – baseline expectations your prospects bring to your property websites:

  1. Speed: From fast-loading websites to “anytime/anywhere” support, today’s prospective renters crave instant answers in their property search, without having to engage a human.
  2. Interactivity: Gone are the days of websites having just text and images of your community on them. Pandemic-fueled shifts in digital marketing and online buying experiences have raised consumer expectations for digital experiences. Today’s renters expect to be engaged with interactive online experiences that are relevant to their personal preferences and where they are in their search process. The reality is that the renter’s journey is now far lengthier, and prospective renters are taking control of the information gathering portion of their buying process.
  3. Personalization at scale: Made-for-me experiences and messaging tailored to each prospect’s interests, preferences and past behaviors. The “care of one,” as McKinsey puts it, is quickly becoming standard. This means having the ability to welcome known contacts back to your website and provide them with the content both on the website and in your nurture outreach that is applicable to them.
  4. Automation: Put recurring tasks on autopilot so your onsite leasing agents spend less time on repetitive activities that can be handled through automation so they can focus on higher-impact activities, such as closing leases and servicing residents.
  5. Omnichannel Integrations: Consumers expect a seamless and consistent experience with brands they decide to do business with. And, they’re doing more digitally, in more places, than ever before. This means having the ability to recognize them across devices, pick up where the conversation left off, and not present them with irrelevant content. To do this, multifamily marketers need to review their tech stack to identify disconnected consumer experiences and identify opportunities for integrations or new technology that can bridge the disconnect.

With these pillars in mind, below is a simplified rundown of what your digital marketing for apartments tech stack should be able to perform if you hope to outshine competitors and remain profitable for the long haul.

Notably, more than digital trends for multifamily, you should view these as new baseline capabilities without which PMCs simply won’t be able to compete successfully in the weeks and months ahead.

Checklist Bot | PERQ AI Leasing Assistant


For multifamily marketers, capturing leads is an evolving science. This is because what has been called a lead in the past is not actually a lead in terms of today’s rental prospects. Today, prospects expect to explore and collect information on their own about many properties that interest them. They will shortlist their favorites and choose to tour only the ones they are most interested in. They have a willingness to share their personal information with a website in exchange for information about the community, but they are not yet ready to speak to a member of your team. A recent study showed that the renter’s journey is elongating, with many prospects starting their search for an apartment 6 months in advance.

This changes the game for multifamily marketers in terms of what their inbound marketing channels need to be able to do. Among the things you’ll want your digital channels to be able to accomplish as part of your inbound marketing strategy:

Build prospect profiles over time. Capturing a person’s name and email address no longer qualifies them as ready to speak with the onsite team. Consumers have been trained by digitally savvy consumer brands to exchange their information and preferences to receive the information they seek. You need a way to capture and house prospect information.

Provide easy answers, anytime. When prospects can’t find answers on your website, they expect to have a way to access instant, “anytime” support. AI-powered, natural language chatbots make this possible without making prospects wait for a leasing agent to respond, or for your office to open. Today, AI chatbots are considered a best practice when it comes to leasing marketing strategy as they provide the instant gratification that prospects are expecting in their consumer experience.

Be friendly. First-time visitors to your website shouldn’t be strangers for long. Their behavior on your website and information they share with you are a valuable asset you can use to tailor their experience with your brand. For example, once you know their name, you can welcome repeat visits by addressing them by name.

Be fun. Engage online visitors with interactive experiences, such as interactive quizzes, video tours, floor plan match and budgeting tools that inform and satisfy common questions in new and interesting ways, endearing prospects to your brand. 

Be consistent. Today’s rental prospects are researching in more channels. They will look at your website, social account, read online reviews, look at location on a map, etc. Your brand and the consumer experience should look and feel consistent across all of these interactions.


The lengthening renter’s journey means PMCs need to stay top of mind while prospects explore their options and do their online research. For more than a decade, nurturing leads with relevant content at the right times in their renter’s journey was considered a best practice across a variety of industries. Unsurprisingly, emerging data and digital trends for multifamily show us that’s also true for our industry. Simply put, prospects will not interact with a leasing agent until the final stages of their search, elevating the importance of facilitating, personalizing, and automating lead nurture. 

Effective lead nurture follows several important tenets: 

Be relevant. Use prospect intelligence to adapt your nurture content accordingly. Using individual preferences, such as a preferred floor plan, improves each prospect’s overall experience by making communication more relevant to them.

Respect boundaries. Build rapport with apartment seekers via nurture outreach that respects their opt-in preferences, and further, actually leverages their preferred channel by reaching out at the times and channel that get the most engagement from them.

Timing is everything. Messages should be at a cadence that will move them along their renter’s journey and relevant to who they are, what they’re looking for, and the stage of their buying journey. For example, if you know their preferred move-in window, you can pace out your communications across that time to ensure your community stays top of mind across their entire renter’s journey, regardless of length. Or you can have triggered emails that follow up when they take an action on the website.

Be modern. Today’s consumers have come to expect automated communications. In fact, a recent study by McKinsey & Company surveyed over 1,000 consumers about their expectations when shopping online. Findings reveal that consumers want brands to “meet me where I am,” characterized as making it easy for them to navigate websites, sending timely nurture communications (trigger-based nurture), and showing up in their frequently visited places (retargeting). Automating nurture with technology takes this repetitive task off the plate of busy onsite teams. Further, technology can more quickly create segments and decide content aligned to preferences and, if it’s expected, it’s a no brainer.

woman sitting using laptop with a phone, clock and chat icons around her


A big part of multifamily marketing team’s job is to provide qualified tours to the onsite team. The more qualified, the more likely the lead is to actually sign a lease. Doing this properly requires the ability to understand when a lead is ready to speak with the member of the onsite team.

To consistently convert agent-ready leads, your team will need the following capabilities:

Be aware: The ability to track a prospect’s engagement with your community across channels is a big piece of the puzzle when it comes to knowing whether they’re truly interested in your community. A key tenant of inbound marketing strategy is to capture this information in a prospect database.

Be strategic. The ability to track lead source attribution and understand which sources produce the best outcomes for you at the lowest cost needs to be on the top of your inbound marketing strategy to-do list. Being able to fine tune your lead sources is critical, particularly in times where you need to justify marketing spend. The information cannot be pieced together for the past, you need to have a solution with a system of record for tracking this that doesn’t rely on humans to input the information.

Share the wealth. If you’ve nurtured properly and collected a profile on the consumer, chances are multiple touches have occurred between the prospect and the marketing efforts, and these may go across channels. The ability to provide all this prospect intelligence to the onsite team gives them more context about the preferences of the prospect before they enter the conversation, so they can tailor their “pitch” accordingly. Integrations between your technology systems make this possible.


While satisfying modern-day renter expectations and aligning with high-performing digital trends for multifamily might seem like a daunting task, it’s not!

There’s no need to reinvent the wheel, hire more tech-savvy staff, or sink time into areas where your team lacks expertise. Instead, multifamily has been blessed with a wide landscape of reputable technology partners that can help you in this endeavor.

How do you choose?

The proof, as they say, is in the pudding. Your chosen technology partner(s) should demonstrate three essential attributes:

  • A track record of helping other multifamily marketers solve the same challenges that are holding you back.
  • Solid support beyond the sale, continuously offering guidance on how to improve your results.
  • Offers pilot periods that give you a chance to actually test out the product and see what kind of results it will give you before signing a lengthy contract.

When it comes to selecting a marketing automation provider, be aware that not all providers and approaches are created equal. Even the category of the solutions vary; there are chatbots and leasing assistants and nurture technologies and lead automation platforms, among other names.

So how do you decide? How do you even know where to start? Here’s the key: What you are trying to achieve using automation is an important starting point to selecting a vendor.

There are many benefits of automation in multifamily, but the most popular ones include automation that:

  • Provides instant answers in real time, around the clock. This can happen on your website, in email, via SMS, on Google Business profiles and more.
  • Eliminates or supplements lead generation forms.
  • Schedules property tours — even while your leasing agents sleep, go out to lunch, or serve other customers.
  • Engages cold leads and warms them up for leasing agents.
  • Delivers support to less qualified or lower-priority leads so your team can focus on high-potential prospects.
  • Executes consistent follow-up and lead nurture.
  • Captures prospect preferences and behavior insights, learns from every interaction and adapts so messaging is increasingly relevant and personalized.
  • Sends personalized communications.
  • Shortens the sales cycle, accelerates leases and helps to achieve and maintain high occupancy.
  • Answers phone calls and automates responses.
  • Captures prospect data and syncs it with your CRM.
  • Increases the value of connected technologies like your CRM, video or virtual tour content, and internet listings.

Said another way, not all automation does all things. And knowing what it is that you’re looking for can help you narrow the list.

Yes, we’re biased, and we’d love to show you why multifamily marketers seek PERQ to multiply their conversion rates. We’ll gladly explain how your peers are tackling challenges just like the ones you’re facing. These multifamily marketing strategies will strengthen your ability to stand our to prospective renters among a sea of available apartments. 

When it comes to digital trends for multifamily and what it takes to drive conversions, the landscape is definitely evolving. Artificial intelligence as an emerging technology is helping multifamily be better marketers, both in the ability to scale inbound engagement activity and also by giving PMCs more actionable data than before.

PERQ integrates with your existing website and lead sources to engage, nurture and convert every lead, improving the multifamily leasing journey for everyone. Learn how it works or request a demo.