The Power of Google Analytics for Your Multifamily Property

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Every website automatically generates online data reporting in Google Analytics, whether you’re a paid Google advertiser or your multifamily property allocates $0 in its marketing budget for the search engine behemoth. It’s a free data analytics tool that, in our experience, is commonly underutilized or never used at all — particularly in the multifamily property management industry.

 

It’s actually the top source of digital data available. Many businesses miss out because they don’t fully understand how to navigate the information or aren’t aware any domain owner can access the online analytics tool at no cost.

 

“I look at Google Analytics every single day, at least for one property or another,” says Caroline Gould, Vice President of Marketing and Branding at Fore Property based in Washington, D.C. “I think it’s square one. If we look at the very, very top of the funnel, that is how people are coming to our property. The website presence just has such an enormous importance. It’s no question that digital and web traffic is absolutely 100% how people search for properties, so it’s such an essential cornerstone understanding.”

 

Gould relies on Google Analytics to assess the success of a property’s digital marketing and what marketing to try next. She evaluates referral sources to see which platforms and digital ads get the best traffic, where they rank for certain keywords, and check bounce rates for different campaigns.

 

We work closely with our multifamily property clients to help maximize the valuable consumer behavior and online data available in their Google Analytics reports, or even set up automated reporting — all readily accessible with a few keyboard clicks or taps on a tablet. In addition to training and support, we also offer multifamily properties access to proprietary PERQ reporting within the Google Analytics platform.

 

Every kind of business can benefit from knowing the basics in Google Analytics. I’ll walk through some of the most important aspects and highlight certain keystone reports your multifamily property management company should regularly review. By measuring the performance of your digital marketing more precisely you’re sure to spot patterns and get ideas on how to improve the results after a few months.[/vc_column_text][vc_empty_space height=”20px”][vc_column_text]


 

Watch this Video to Get a Better Understanding of Navigating Google Analytics for your Multifamily Property

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Google Analytics Provides Real-Time Reporting at No Cost

 

Easy to access through a Gmail login, Google Analytics delivers online user statistics and reports in real time, which provides companies with invaluable insights into who’s visiting the property website, what they’re looking at, how long they stay and how they landed on the site. Separate accounts can be set up for third-party marketing agencies or other vendors who need access to your analytics.

 

Google Analytics offers reports filtered by a multitude of factors, such as audience, consumer behavior and conversions. Property managers can then zoom in to see what floorplan pages or content are driving the most engagement on their property website. For our multifamily clients, the most popular report by far is Acquisitions, which shows all traffic sources and website data at a glance, then allows users to drill down into each specific channel.

 

Did the prospect do an organic search looking for “luxury apartments in Dallas” or a branded search on Google that specifically mentioned your company or property by name? Did they click on a paid search ad, and if so, which keyword phrase or incentive led them down the sales funnel? Are your company’s social media posts and promoted content driving prospects to check out your property online or schedule a tour?[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]

Helping Multifamily Property Management Teams Master Google Analytics

 

As part of our onboarding process and onsite team training, we walk multifamily property managers through their Google Analytics account and the PERQ reporting available. Our goal is to make navigating and using the data as easy as possible.

 

If a client hasn’t ever logged in to Google Analytics before, or only scanned the dashboard but not actively engaged with the tool, we begin by explaining their dashboard. We spotlight insights we think deliver the most value and demonstrate what each type of report the pull-down menu on the left side delivers, along with explaining how that meaningful data can help them score more leads and more leases.

 

For those with a rudimentary understanding of Google Analytics, we still help optimize and maintain the analytics account so the best data surfaces first. We then dive into the PERQ-specific reporting that ties together the website data with all other digital platforms and tracks a user across platforms, delivering in-depth insights unavailable in the basic setup.

 

Properties that already utilize Google Analytics often miss the crucial step of linking all online paid advertisements to that Google Analytics account. By linking digital ad data to website analytics, properties can see precisely which combination of digital marketing efforts drive the most profit and ROI, giving a multi-touch attribution view that’s invaluable when adjusting budgets based on performance and making investments in new technology.

 

Gould uses PERQ’s custom reporting filters to overlay insights and gain a deeper perspective on the data. “They have done a really great job there, and helping us to track specifics,” Gould says of the PERQ team who helped her set up the filters. “The one thing I really like about PERQ is we see that it’s not only great for converting web traffic, it’s also good for our SEO and I think that’s another place where Google Analytics is important. We see, because people are engaging with the website, a long time on site, a lower bounce rate, which overall improves the health of our website and helps us rank better organically.”

 

Smart Software Adds More Visibility and Highly Accurate Data

 

While Google Analytics is by far the best free analytics tool available, it does leave out critical pieces of the picture that marketers work so hard to bring into focus. Visitors to each online platform remain anonymous, meaning online leads get counted as a new visitor every time they log on and return to the website or switch from their smartphone to a desktop or tablet.

 

Our smart tracking software takes the Google Analytics insights a step further by assigning a unique PERQ ID number to each online consumer who engages with our technology. We can then identify that same person upon return to the website, track them across multiple devices and follow their journey to a lease offline by matching tours back to their online origination.

 

We’re also able to organize traffic and conversion sources into specific channels. Instead of getting multiple, separate reports for each Facebook or Zillow campaign and being forced to manually tabulate the overall results, our clients can view them in one report that analyzes them alongside one another for a clearer perspective per channel. We also break down generic lead groupings like “Social” into the specific networking platforms the company utilizes.

 

That level of detailed data allows properties to see which website leads turn into tenants and calculate the true ROI for each digital marketing campaign, taking into account multi-touch attribution versus looking at everything in silos. It also gives multifamily property management actionable insights to help increase leads and overall profit.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Additional Multifamily Resources

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How to Connect Anonymous Google Analytics Data to Real PERQ Leads and CRM Sales Data

How to Connect Anonymous Google Analytics Data to Real PERQ Leads and CRM Sales Data

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Data collected through Google Analytics provide insight into the traffic on your company’s website, but are you using the data to its fullest advantage? Do you know who those website visitors really are, or only that they spent time looking for a brown leather sofa or a midnight blue Honda CRV?

 

With PERQ’s recent upgrade to its Google Analytics Reporting, clients we serve in the multifamily, home furnishings and auto industries can easily connect personally identifiable information on every customer, as they journey from a website lead to an actual sale.

 

“That’s really powerful, because if you can come in and see the type of behavior that actually is attributed to only the people who are buying, it helps you understand the type of behavior that is creating the most value, the highest propensity to buy,” says PERQ Product Marketing Manager Russ Chandler.

 

While understanding how to effectively use Google Analytics may seem daunting, the PERQ upgrade makes it simple for companies to leverage website data for the most benefit. Here’s how it works:[/vc_column_text][vc_empty_space][vc_video link=”https://vimeo.com/286223595″ align=”center”][vc_empty_space][vc_column_text]

Simple PERQ Google Analytics Integration

 

PERQ works with your website’s existing Google Analytics account. The only thing your company needs to do is give PERQ access to your GA account with edit permissions to set up the PERQ dashboard.

 

Your company’s unique consumer data is kept private, and PERQ uses the reporting for monthly and quarterly business reviews and to analyze performance and ROI.

 

Benefits of PERQ Google Analytics Reporting

 

Instead of waiting for a meeting with PERQ to show you how your company’s website is doing each month, you can see in real time how the interactive website technology is performing. You can run a report showing Google Analytics Conversions for All Leads vs. PERQ leads, or track information on the number of unique website visitors, total CTA clicks, total unique leads and average session duration.

 

By capturing detailed lead data on each person who engages with the PERQ Website Conversion solution, whether they’re shopping for a new sofa, car or an apartment, companies can finally connect the dots between their website visitors and sales data to know which traffic sources are working.

 

Using Google Analytics to Improve Business

 

Ed Massood, owner of Home Inspirations Thomasville, says his company converts close to 20% of its website leads with the detailed lead data captured on his home furnishings website. “The insights we’re gathering online are invaluable,” Massood says, from spotting customer buying trends to knowing when a website lead buys in-store.

 

Tracking leads to sales and understanding customers’ buying patterns gives companies the power to target their sales approach and give consumers what they want. Take the blind spot out of your marketing strategy with clear insights from PERQ’s dashboard in Google Analytics.[/vc_column_text][/vc_column][/vc_row]