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.

Multifamily Data Reveals Impact of Interactive Website Experiences on Renter Conversions

In today’s marketplace, growing and sustaining renter conversions has evolved into a science, rewarding evidence-driven marketers with the ROI that’s simply not feasible when marketing decisions are driven by hunches, personal preferences, or even past experience. That “evidence” bit can be a tough nut to crack when you can’t tell with mathematical certainty how peers and competitors are performing, how prospect behaviors are evolving, and what tactics (or combination of tactics) have proven effective across the industry.

With that in mind, PERQ established the Multifamily Marketing Quarterly Report (MMQ for short). A performance guide for multifamily marketers, the MMQ dissects tens of thousands of multifamily website sessions and prospect interactions via email and SMS to reveal industry benchmarks and emerging trends. As the name implies, PERQ repeats that analysis each quarter so insights are always relevant to what’s happening in the industry now.

In all, each issue of the MMQ is designed to accomplish three things:

  1. Identify how renter behaviors and preferences are changing.
  2. Reval how various marketing tools and tactics have performed in attracting, engaging, and converting renters.
  3. Help you prioritize and defend your marketing investments.

It’s worth noting that each report so far has focused on distinct themes, so it’s worth going back and reading previous issues as well! In any case, we’ll highlight some of our latest findings in this post.


Digging into Q3/2022 findings 

MMQ data from Q3/2022 focuses on the types of website experiences that move prospective renters to click, engage, book tours, and sign leases.

What experiences do prospective renters love or expect? What sways them to leave their contact info behind, and reveal their moving plans or preferences? And what gets them to come back for more, choosing your property website over a competitor’s and engaging across channels?

As the data shows, the answer can be summed up in interactive website experiences.

Interactive Website Experiences

We know first impressions are lasting impressions. We also know renters are spending considerably more time doing their own research before they’re willing to speak to a leasing agent. Often, we’re taking months of research before you know they exist.

A property website that enables instant, personalized answers (plus personalized nurture and nudges post-visit) scores big points in rapport, earning repeat visits and a big boost in engagement.


Fueling engagement with interactive tools

Modern consumers expect to be guided digitally through their renter’s journey with the same ease they enjoy with Alexa, Google, or other AI engines – without having to call someone or stop by a leasing office. With that in mind, prospective renters respond well to being prompted to engage, as long as you’re providing value in return.

Our data shows websites with pop-up prompting converted 88% more leads, on average than those that do not. And websites with interactive website tools booked 32% more tours than those without. In all, interactive property websites captured 622% more leads than those that only offer a “book a tour” option.

Interactive Website Experiences

Specifically, interactive tools that led to significant increases in engagement include the following, ranked by popularity:

  1. Floor Plan Match
  2. New Visitor Welcome
  3. Special Offers
  4. Expense Calculator
  5. Save Floor Plan
  6. Neighborhood Explorer
  7. Virtual Tour
  8. Pre-Qualify
  9. Chatbot
  10. Email Bot
  11. Consumer Profile
  12. Text Messaging

The MMQ looked into each interactive experience and its impact on lead engagement, conversions, and tours. The Floor Plan Match widget was the most frequently engaged tool, representing 34% of conversions. Expense Calculators were neck-in-neck in popularity with Special Offers for second most popular, with 10% of conversions coming from these tools.


Selecting the right mix of tools

Curiously, the most popular widgets do not always lead to the highest quality conversions to tours. For example, one of the most popular tools, the Floor Plan Match, was also one of the lowest in conversion.

Instead, the most effective interactive experience in leading tour conversions was the Neighborhood Explorer, followed by the Pre-Qualify tool. Experiences with Chatbots came in at third for conversion to tours.

Interactive Website Experiences

One takeaway from these findings is this: For your property website to maximize conversions and tours, you need to combine both popular interactive experiences with experiences that rank higher for conversions.

A high-converting website experience that is not popular will produce fewer tours than a popular website with low conversion. It’s the combination of the two that optimizes the efficacy of your website.

Think of it like a cake: Eggs, milk, or sugar may hold individual appeal, but baked together, it’s an entirely new experience if you’re craving a sweet treat. Similarly, interactive website experiences are most compelling when you combine high-engagement with high-conversion tools.

It makes sense, right? A variety of experiences enables your website to appeal to diverse renter interests at diverse stages of their journey. It’s a way to give prospects a sense of control over their search with information that’s relevant to who and where they are at the moment.

Interactive Website Experiences

The more experiences, the higher the engagement, our data shows: Renters that engage with only one website experience convert to tour at a lower rate (17.89%) than those who engage with three or four experiences.


Keeping prospects coming back until ready to commit

In previous issues of the MMQ, the data revealed a much lengthier renter’s journey, with renters taking far more time to reach, ponder and narrow their options than in the past. That means prospects considering your multifamily property will visit your website, leave, return on a different device, engage with your nurture email or SMS, and repeat that process a few times before they call your leasing team or sign a lease. Like dating, you need a plan to keep them interested and coming back until they’re ready to commit.

Interactive experiences have the added (and vital) benefit of capturing valuable prospect information so you can personalize your nurture communications with information and prompts that are relevant to individual interests, nudging them to take the next step that makes most sense given each prospect’s past interactions and what they’ve revealed about themselves.

MMQ data shows the top three personalized prompts when prospects first visit your website are the Floor Plan match, Chatbot, and Pre-Qualify. By contrast, the top three prompts for welcoming a visitor back to a website were the Floor Plan Match, Request a Tour, and Chatbot.

Allow us to underscore just how important it is to prompt the next step for your prospect. Back to our data, multifamily marketers who used post-experience prompts drove significant, additional engagement, including direct requests to tour.

MMQ data shows offering a tour is less effective than offering an experience, which is a much easier “yes” for your prospect than committing to a tour. The top six post-experience engagement prompts are as follows:

  • Expense Calculator
  • Right Neighborhood for Me
  • Virtual Tour
  • Prequalification
  • Request a Tour
  • Floor Plan Match

Interactive Website Experiences


Discerning how to prioritize your marketing investments

If it feels like this post is missing some metrics or key aspects of this analysis, you’re right. The insights shared this far don’t do justice to the depth of intel and contact you’ll find in the full report. It’s our pleasure to help you dive into the data for the best chance of success as you map out plans for the months ahead.

We invite you to download your own copy of the MMQ below. We trust you’ll find that writing your 2023 marketing plan will be far easier once you have solid data to back up your recommendations.

Here’s to a profitable year ahead!

Grab your copy of the latest Multifamily Marketing Quarterly Report, Community Websites & the Modern Renter’s Journey, enjoy!

NMHC Optech 2022 Conference Recap: Remapping the Prospect Journey with Automation and Nurture Blends

Did you get a chance to attend the Optech conference this year? If not, you may have missed out on some important conversations happening among the forward-thinking leaders in attendance of this leading multifamily technology event. Keep reading for a recap of some of the latest concepts in multifamily tech that caught our eye at Optech.

The conversations in the sessions, keynote speeches, networking opportunities, and across the exhibitor show floor included topics like what the future hold for proptech, how to keep prospect data clean and safe, and the need to leverage new technologies to support a remapped prospect journey, specifically automation and personalization.

As usual, the sessions included high quality content about the latest in multifamily tech. However, there was one session that stood out to us most: Remapping the Prospect Journey, a panel with Joe Bagby, Chief Customer Officer at Continental Properties; Kelley Shannon, SVP of Marketing and Customer Engagement at Bozzuto; Daryl Smith, SVP and Chief Marketing Officer at Kettler and Joya Pavesi of Rivergate KW Management (RKW) as the panel moderator. They were talking about concepts we’re passionate about here at PERQ, including:

    • the Renter’s Journey,
    • lead source attribution,
    • and omnichannel prospect engagement.



To kick off the conversation, Kelley Shannon, the senior VP of Marketing at Bozzuto was kind enough to share the Renter Journey Map that their property management company (PMC) used to put together a visual of a typical leasing journey for their properties.

Prospect Journey Map

From that exercise, they were able to see what they’re theorized for several years. The renter’s journey has changed a lot in that time and the leasing journey looks very different based on how the prospective renter chooses to tour. The discussion talked about how renters are doing more digitally and the need for new and different technologies to support this new, more digital renters’ journey. The technology discussion included access controls for self-touring, parking technology, the need for a customer data repository outside the CRM, omnichannel experiences, and more. Simply put, there is no straight line to leasing anymore and the multifamily industry should take notice.

Joe Bagby, Chief Customer Experience Officer at Continental Properties shared his insights on best practices as you look at the renter’s journey map, “To me, what’s key is you want to map the whole end to end journey because everything impacts everything. Two things I’d suggest you want to know: the outcome your business needs (leases, renewals, higher renters, etc.) and the moments that matter related to this.”

He added that once you understand how each moment in the renter journey is related to your desired business outcomes, then you need to understand what your role is to creating great consumer experiences. Otherwise, the map is no good to you.

For multifamily marketers, their role starts at the very beginning of the leasing journey at the information gathering stage and carries on from there.



It’s important to acknowledge the typical prospect journey is lengthier and more complicated than just a couple of years ago. The panel spent somme time talking about this and how the journey can look very different depending on how the prospect chooses to tour.

For context, the average renter takes 46 days to choose a rental unit, though many spend more than six months searching, according to the recently published Multifamily Quarterly report. Those, “Looky Lous” of yesterday are now the typical prospect , taking time to thoroughly research and ponder their options.

The panel continued to discuss that these more digital consumers are doing more and expecting more online. In the spirit of that discussion, here’s an example of what those multiple touches can look like for a renter looking for their next home.

Multi Channel Journey

The panel spent a bit of time on this topic and event took the time to point out, that while similar, there is an important difference between multichannel and omnichannel approaches. Darryl explained that a multichannel go to market (GTM) approach is siloed, where experiences with your brand are available across channels (think website, email, SMS, Google, ILSs, etc.) but the experiences are not connected. In an omnichannel GTM approach, those experiences are connected, giving the prospect a seamless experience across channels, whether the experiences are working together or standing alone.

The panel went on to discuss the importance of storing prospect data and a lot of it, as well as a strategy for using that data to recognize people across steps in their journey. Knowing what experiences work and for whom allows multifamily marketers to finely tune their approach.

Maybe most importantly, the panel warned that failure to offer an omnichannel journey for today’s prospects creates a broken experience that doesn’t feel right to the prospect. They reinforced that multifamily marketing needs to be consumer-centric and create brand cohesion. Kelley challenged the audience, “Let’s broaden our roles to leading to customer experience, which goes across more touchpoint than ever before.”



At PERQ, we vehemently agree the renter’s journey has changed and that multifamily marketers need modern tools to be effective with today’s rental prospects. Consumers have grown used to the “Amazon” experience, characterized by speed, ease, hyper-personalization and instant gratification. For better or worse, everyone compares every shopping experience to that of Amazon, even when it comes to leasing an apartment. In turn, prospects are looking to execute their online leasing journey with as little human interaction as possible. This means leaning into automation and nurture and providing a seamless prospect experience.

During Optech, it was clear that forward-thinking multifamily marketers are leaning into the concept of a marketing approach that provides a personalized and integrated experience across diverse touchpoint and devices to align with the shopping habits of today’s consumers. This approach gets you to revenue faster, collects more information about consumers, and gives the prospects choices in all the places they choose to engage with a PMC.

Using modern tools to appeal to these more digital consumers will help you stand apart Fromm the competition. Today’s marketing tech stack needs automation and nurture approaches applied to the prospect journey in order to allow the marketing activity to scale, and this should be in an omnichannel approach that has seamless integrations. Doing so keeps all your channels connected, gives you even more insights on your prospects, keeps them engaged, and guides them towards your outcomes.



Delivering omnichannel experiences can seem daunting, but it doesn’t have to be, As multifamily’s only standalone marketing automation platform, PERQ works to automate and personalize an omnichannel renter’s journey. We unify experiences on the website, Google, SMS, email and phone and leverage automation and personalization to provide great consumer experience at scale,

Specifically, our technology,

  • Equips your existing property website with seamless, interactive website experiences to engage prospects during their initial information gathering
  • Recognizes people across devices, prompts them in multiple ways for the best next step in their journey, and tailors content based on what’s known about them.
  • Answers mundane questions 24/7 using AI across multiple channels, including website, SMS, email, Google and phone calls, so your onsite team isn’t stuck answering frequently asked questions.
  • Nurtures prospects through their preferred channel with personalized content at the right time turning qualified leads into tours.
  • Sends prospects to the onsite team when they are agent-ready, which keeps your CRM from getting cluttered with too much data.

From what we gathered at Optech, astute multifamily marketers looking to stand out and outperform competitors are working quickly to update their technology to change with the shifting prospect journey of today, including the ability to automate and personalize the renter’s journey.

The question is, will you be one of the multifamily marketers ahead of the curve in creating a seamless renter’s journey or will you inevitably be playing catch up?


As multifamily’s only standalone marketing automation platform, PERQ integrates with your existing website and lead sources to engage, nurture and convert leads, improving the multifamily renter’s journey for everyone. Learn how it works or request a demo

PERQ Launches Multifamily’s First Standalone Marketing Automation for Personalized Renter Journeys

PERQ LogoIt’s time for multifamily to catch up to evolving consumer expectations.

For years, other industries have invested in marketing automations and personalization to deliver compelling “made-for-me” buying experiences. By and large, that investment was rewarded with sharp increases in conversions, consumer spend and retention.

Consumers, in turn, have 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, streaming music, ordering food, or…researching rental properties.

The trouble is that multifamily has lagged behind, making it difficult for renters to get the answers they need 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 quandaries with every interaction.

That’s changing, and it’s a massive opportunity for PMCs and multifamily marketers to stand out and outperform competitors.


Modernizing the Renter’s Journey

Life After Inbound Marketing | PERQ AI Leasing AssistantWhat that in mind, PERQ has launched a platform that’s custom-built for multifamily, but with all the personalization and automation capabilities that have enabled other industries to provide that “magical” Amazon or Netflix experience.

As such, PERQ is multifamily’s first and only standalone marketing automation platform designed to personalize every step of the renter’s journey. To that end, PERQ has expanded its functionality across various inbound marketing channels, so marketers can personalize individual renter experiences at scale.

PERQ is a standalone platform in the sense that it has all components multifamily marketers need to deploy personalized experiences on demand and at scale, working leads outside of your CRM so onsite teams have a clean CRM that’s not gummed up with leads that aren’t yet ready for agent contact. At the same time, PERQ also “plays well” with others, integrating with a variety of other proptech platforms and ILSs.


New and unmatched capabilities to supercharge multifamily conversions

A few highlights of the PERQ marketing automation platform:

  • Natural Language Processing (NLP) conversational AI allows visitors to have “natural” (read: non-robotic) conversations with AI leasing assistants on various inbound channels such as the property website, SMS, email, and more.
  • 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 onsite 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 for Multifamily continues to personalize nurture communications to keep prospects engaged long after their first visit, through every stage of the 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.

“Multifamily has long been an inbound lead business that wasn’t equipped with the tools to maximize their success with inbound marketing,” said Scott Hill, CEO of PERQ. “The new PERQ AI marketing automation platform is multifamily’s first standalone platform that automates and personalizes prospect engagement at scale across all inbound channels,” he added.


Early adopters report substantial gains

Multifamily marketers using the PERQ platform report sharp increases in website engagements, conversions to tour and lease, and cost savings.

“The PERQ AI marketing automation platform 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,” explained Meagan Struve, Marketing Analyst at Mission Rock Residential. “We’ve reduced the work of our onsite team since PERQ takes on all the early nurture, and keeps our onsite teams focused on closing leases and providing excellent customer service,” she shared.


What could PERQ do for your multifamily business?


See for yourself!

Case Study: Laramar Group Catapults Conversions, Savings with 3-Month PERQ Pilot

In our work with multifamily marketers, we’ve noticed four common traits among high performers.

  1. For one, they focus on sustainable gains over short-lived stunts or “fixes” that can’t drive marketing performance long-term.
  2. Second, they keep a watchful eye over changing market dynamics and adapt quickly to match consumer behaviors and staffing needs.
  3. Third, they magnify onsite teams with technology automation so teams aren’t bogged down by low-impact tasks that drain their time and attention.
  4. Lastly, they measure everything, letting data reveal opportunities and steer marketing investments.

Laramar Group

Three such leaders are Stacy Valentine (Vice President of Innovation and Technology), Stephanie Sellstrom (Director of Innovation and Technology), and Anna Shea (Senior Director of Marketing) at the Laramar Group, which manages a portfolio of nearly 150 properties.

Stacy, Stephanie, and Anna came to PERQ to solve challenges their onsite teams were having with lead management, running a three-month pilot to gauge results before adopting solutions across their full portfolio.

Below is an abbreviated recap. (You can read the full case study here.)


The Challenge

With limited staff and lots of leads, Laramar onsite teams were struggling to keep up, and to translate that lead volume into occupancy.

When onsite teams begin struggling with occupancy, one of the first things Anna reviews is their lead queue. “We look at dismissed leads, and that’s usually full of valid leads, which is a sure sign that we need to give them support to manage leads and help them focus on other things,” Anna explained.


The Process & Solution

Laramar initially turned to a CRM product with a built-in chatbot to answer repetitive leasing questions on property websites, removing that burden off the onsite team. The attempt wasn’t successful, and Laramar leaders began exploring other options.

While initially focused on website chat capabilities, a PERQ demo got Laramar leaders thinking about what else was possible, intrigued by the combinations of capabilities PERQ provided.

Beyond automating support for FAQs, PERQ automation could also free agents from having to follow up on low-quality leads, Stacy reasoned.

Laramar leaders decided to test their hypothesis, conducting a 90-day pilot of the PERQ platform with four of its properties. The Laramar and PERQ teams scheduled check-ins to study the pilot’s progress at 30, 60, and 90 days. Improvements were immediate.


The Results

At the conclusion of the three-month PERQ pilot, the Laramar team reported the following improvements:


  • 2,858 fewer hours spent managing leads, equating to a $57,160 in payroll value
  • 90.4% of tours were scheduled via PERQ, requiring zero human interaction
  • 182% increase in lead-to-tour conversions
  • 113% increase in website traffic to lead conversion
  • $43,116 in savings or cost avoidance in lead generation (more leads generated from web traffic, plus more tours from nurtured leads)


“Our conversion rates went up and we saw an immediate impact on the team,” said Anna. “We began getting positive feedback from site teams that they no longer have to spend time to figure out which are the hottest leads because now they’re getting qualified tours from PERQ.”

Stephanie agreed, adding that leads are pre-qualified when they come in the door. As a result of PERQ’s personalized nurture and automation, Laramar has been able to drop underperforming lead sources while enjoying increased conversions. “We’ve been running under budget on marketing by a couple thousand dollars a month,” Anna shared.

While humans cannot be replaced by automation, the technology does enable multifamily teams to be more thoughtful about where and when to apply their attention and resources.

Read the full case study and request a demo to run your own PERQ pilot!

5 Multifamily Conferences for Multifamily Leadership to Attend in 2023

Multifamily ConferencesMultifamily conferences are a vital aspect in the industry whether you’re multifamily leadership looking for a solution to automate and personalize your renter’s journey or if you’re part of an onsite leasing team looking for support in nurturing prospects through a lengthening rental process.

You can always catch PERQ participating at a variety of multifamily conferences because we love educating the multifamily industry on what PERQ is capable of and fostering connections with multifamily teams.

Here is our recommendation of the top 5 multifamily conferences that multifamily teams should attend in 2023 — and you’ll see PERQ — multifamily’s only standalone marketing automation platform there too!


1. Multifamily Social Media Summit

March 22-24, 2023 – The Meritage Hotel & Spa – Napa, CA

The Multifamily Social Media Summit is a three-day multifamily conference designed for property management firms that are using social media and content marketing to retain and attract new residents. This summit is geared towards senior and mid-level executives and managers in PMCs that include owners, developers, multifamily executives & managers, regional management executives & managers, and marketing professionals.

Attendees can expect business and technical topic sessions surrounding social media measurement, ROI, implementation, and more. Exhibitors and sponsors will be there for attendees to visit with and learn more about their company and products & service.

PERQ will serve as an exhibitor and attendees can:

  • Expect to learn about PERQ’s mission and core values
  • Learn how we’re automating and personalizing the renter’s journey
  • Take a look at the fun PERQ swag we’ll have
  • Schedule private time to get to know us better


2. TAA

April 19-21, 2023 – Ft. Worth Convention Center – Ft. Worth, TX

The TAA One Conference & Expo is a three-day multifamily conference that is intended for cost-effective professional development. Attendees that either recommends, influence, or are final decision makers, such as leasing professionals, owners, VPs, operations, and property/regional managers are best suited for this.

This conference offers informational seminars, a trade show, and exceptional networking opportunities. Exhibitors and sponsors will be in attendance to establish new customers and introduce new products & services.

By visiting PERQ’s booth at TAA:

  • You’ll be introduced to PERQ, multifamily’s only standalone marketing automation platform
  • Receive a product demo to see how using PERQ results in increased conversions, reduced cost per lead and lease, and time saved over other automated tools
  • Schedule some 1:1 time with us
  • Leave our booth with some PERQ goodies!


3. AIM

May 7-10, 2023 – Hyatt Regency Resort – Huntington Beach, CA

AIM – also known as the Apartment Innovation & Marketing Conference is a 4-day multifamily conference targeted toward executives who own and operates multifamily communities and the conference’s sponsors.

Guests can expect discussions that focus on marketing technology, automation, and AI, leasing technology, future tech, and ethics of personalized data-gathering, and marketing, to name a few. Besides an agenda packed with educational discussions, there will also be sponsors in attendance. Decision makers will be able to meet with sponsors, who typically specialize in marketing, software, technology, online services, etc.

When multifamily decision makers meet with representatives from PERQ, they can expect:

  • A deeper look into PERQ’s mission and how it works hand in hand with improving the multifamily rental process for prospects and PMCs
  • See how our platform uses AI to automate interactive website experiences, applies natural language chat, and personalizes nurture touches to give renters what they want through their renter’s journey
  • Schedule 1:1 time with one of our multifamily experts
  • Score some of our fun PERQ swag


4. NAA Apartmentalize 

June 7-9, 2023 – Georgia World Congress Center – Atlanta, GA

NAA also known as Apartmentalize is a three-day multifamily conference for the leaders and innovators of multifamily to come together to collaborate on ideas and solutions. This is best suited for decision makers and industry leaders mostly at a manager level or higher.

The offerings here are unique from peer-to-peer learning sessions, express meetings, seminars from speakers with an outside perspective, wellness sessions, and more. There will also be interactive networking experiences and an exhibit hall for guests to visit leading multifamily professionals and partners and network with them.

PERQ will be making an appearance as an exhibitor, and we will look forward to:

  • Catching up with you on what you’re currently doing with your renter’s journey
  • Showing you all that PERQ can do to automate and personalize your renter’s journey and turn leads to leases
  • Sending you on your way with some PERQ gifts


5. Optech

*Dates and location are yet to be announced. 

Optech is a three-day Conference & Exposition for multifamily leadership to gather and discover what’s new when it comes to technology, operations, marketing, sustainability, and telecommunications. You can also uncover tech solutions that will provide better performance, integrations, and sustainability. This conference is best for multifamily leadership decision makers, such as CEOs, COOs, CTOs, CIOs, and VPs.

Attendees can expect to sit in on thoughtful presentations surrounding important topics, such as business intelligence, innovation, marketing, technology, and more. The Expo will also be available to attendees at certain hours to visit the tech solutions at their booths and learn about their company and receive demos of products & services.

PERQ will be one of those tech solutions — come visit us to discover:

  • More about PERQ, multifamily’s only standalone marketing automation platform
  • If our solutions can solve the pains you are experiencing and advance your renter’s journey
  • A few fun things at our booth, like a giveaway to enter and pick up some PERQ swag

PERQ will also be hosting a variety of virtual webinars and social hours to continue to foster relationships with the multifamily community and create data-driven conversations surrounding relevant multifamily marketing topics with seasoned multifamily marketing professionals.

These are just a few of the influential conferences that take place in the industry. These are exceptional multifamily conferences to attend to network with other industry professionals, continue to grow your multifamily educational toolkit, and learn about the leading multifamily technology solutions and ideas in marketing and multifamily. Don’t forget to mark your calendars so you can attend these must-see conferences and visit PERQ while you’re there.

What multifamily conferences did we miss? What are your favorites to attend? Let us know by emailing me at and I’ll be sure to include it!

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