Apartment Marketing Reports and Key Metrics

The #AptChat crew was attending the NAA Student Housing Conference this week, but that didn’t stop us from another awesome Apartment Chat.

The topic? Marketing reports, key metrics and benchmarks, and how we get better at communicating the value of our marketing efforts.

Here are just a few of the highlights from the discussion.

Be sure to check out the conversation about cost per lead and cost per lease. Do you standardize your budgets around one set cost per lead, or do you adjust your numbers based on the rents you’re getting? There were a number of other super interesting tangent conversations this week about ILS pricing and more … dig into the full stream if you want to catch up on those topics.

(Hit the links to jump straight to a specific question.)

What are the most important metrics that you focus on for your apartment marketing? Which matter more now than 2 years ago?

Are you tracking marketing cost per lead and cost per lease? By source, all in, or both? What is a good cost per lead for you?

How do you define a lead or a piece of traffic? Do your vendors use the same definition? Do your comps?

Which reports do you struggle with getting accurate data? Any that you’re still compiling manually? What’s still missing?

Who are you reporting to, and what do they care about? What is your process for taking action on the data you’re collecting?


Everyone was too busy talking about the data they get from their ILS partners at this point! Seriously … we’ll dive deeper into this in a future #AptChat.

There’s a TON to think about after this week’s conversation. What are the marketing metrics you’re focused on at your company? What else would you add to the conversation? Leave your thoughts for us in the comments.

Our next #AptChat will be Tuesday, February 24th at 12pm Eastern … we’ll see you then. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!