{"id":28038,"date":"2021-01-27T06:15:21","date_gmt":"2021-01-27T14:15:21","guid":{"rendered":"https:\/\/www.yardi.com\/blog\/?p=28038"},"modified":"2021-02-03T07:45:06","modified_gmt":"2021-02-03T15:45:06","slug":"property-marketing-analytics","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/","title":{"rendered":"Marketing Analytics"},"content":{"rendered":"<p>How do you create the perfect property marketing strategy? One that delivers the biggest ROI for your budget? In the days of flyers, yard signs and billboards, creating a winning marketing program used to be somewhere between a guessing game and an art form. But now that most rental searches begin (and sometimes finish) online, successful property marketing is more of a science thanks to the amount of data available.<\/p>\n<p>Today, property marketers can access data on prospects, leads and leases from multiple sources. Taken as a whole, these make up the marketing analytics that can make or break your strategy.<img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-28039\" src=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=300\" alt=\"\" width=\"300\" height=\"169\" srcset=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg 1920w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?resize=768,432 768w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?resize=1536,864 1536w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=400 400w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=500 500w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=600 600w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=720 720w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=800 800w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=1000 1000w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=1200 1200w, https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/Blog-v100_-MF-RentCafe-Marketing-IQ-February-Exclaimer-Signature-Blog-Post-01_28-12965.jpg?w=1440 1440w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>\u201cIn terms of marketing, we understand you have a few critical priorities to keep your units filled and drive good revenue. First, you have to create a marketing and lead generation strategy. Then, you have to monitor and evaluate the success of your strategy. And finally, you have to adjust your plan to make sure you are getting the very best results for the least amount of spend,\u201d said Esther Bonardi, vice president of marketing at Yardi. \u201cBut it\u2019s difficult to compile and compare the data you need. That\u2019s where a lot of good marketing strategies fall apart. And it\u2019s where <a href=\"https:\/\/resources.yardi.com\/documents\/rentcafe-marketing-iq-brochure\/\">RENT<em>Caf<\/em><em>\u00e9<\/em> Marketing IQ<\/a> can help.\u201d<\/p>\n<p><strong>What marketing analytics are important to property marketers?<\/strong><\/p>\n<p>To effectively increase marketing ROI and reduce spend, these are a few of the data points you should keep a close watch on:<\/p>\n<ul>\n<li><strong>Total exposure:<\/strong> Understand not only current vacancy and availability, but also month-to-month leases and uncommitted lease expirations to gain a better view of your total vacancy risk and greater insight into how much marketing is needed.<\/li>\n<li><strong>Prospects by source:<\/strong> Compare the number of prospects each source brings in. When you understand where the greatest volume of leads is coming from, you\u2019ll know which sources are ideal for creating awareness, an especially important metric during a lease-up or rebrand.<\/li>\n<li><strong>Leases by source:<\/strong> Compare the number of leases each source delivers over any period. Which sources are outperforming others? Are there any that aren\u2019t performing at all?<\/li>\n<li><strong>Conversion rate by source:<\/strong> Compare the conversion rate of each source. Getting a lot of leads is good but getting a lot of targeted leads that convert is better. Where are you seeing the most success? These are the sources you should focus your spend on when there\u2019s a need to fill vacancies.<\/li>\n<li><strong>Cost by vendor:<\/strong> Compare the cost of each vendor to see where you are spending the most each month.<\/li>\n<li><strong>Cost per prospect:<\/strong> Determined by dividing the total marketing costs by the number of prospects. How much are you spending to increase brand awareness?<\/li>\n<li><strong>Cost per lease:<\/strong> See how much you are paying for each lease. Are you paying too much to an ILS that doesn\u2019t deliver? Where are you getting leads for less? This data point shows you where you may have opportunities to redistribute or cut your budget.<\/li>\n<\/ul>\n<p>Taken individually, these metrics are easy to understand. But it can be challenging to get them all in one place for analysis quarterly \u2014 let alone monthly or weekly. And how do you know you can trust the lead data sent to you by vendors? Knowing that customers interact with your brand an average of seven times before converting, how can you be sure that the leads you\u2019re paying for truly converted because of that source?<\/p>\n<p>Top property marketers use marketing analytics software to aggregate and analyze this data for them. In doing so, they save time, cut through the noise and gain transparency into the success of their efforts. And while, in the past, it could be difficult to garner enthusiasm for the marketing budget from external stakeholders, analytics tools like Marketing IQ make it simple to show them the numbers to support any proposal.<\/p>\n<p><strong>What\u2019s Marketing IQ?<\/strong><\/p>\n<p><a href=\"https:\/\/resources.yardi.com\/documents\/rentcafe-marketing-iq-brochure\/\">Marketing IQ<\/a> is a powerful marketing analytics tool for RENT<em>Caf<\/em><em>\u00e9<\/em> clients. It delivers fast, accurate, on-demand analytics \u2014 including those listed above \u2014 to give you total visibility into property performance, campaign performance, marketing spend, marketing ROI and the complete customer journey.<\/p>\n<p>Access all the data you need to see displayed in one user-friendly interface. Drill down from portfolio-level data to property-level details. Instantly see individual vendor invoices and resultant leads. Review current and future availability to gauge unit exposure. You can also spot check any lease to verify attribution to the correct source.<\/p>\n<p>\u201cWith Marketing IQ, you can plan your strategy, monitor your campaigns and then adjust to improve results,\u201d Bonardi shared. \u201cIt\u2019s easy to see which sources are actually delivering leads that convert and how much you\u2019re paying for each one. You can even compare website performance across your portfolio to see where you might be able to make tweaks to get more leads from organic search.\u201d<\/p>\n<p>Create, monitor, adjust \u2026 a healthy dose of data makes this the perfect recipe for a winning marketing strategy.<\/p>\n<p><em>Visit <\/em><a href=\"https:\/\/info.yardi.com\/marketingservices\"><em>yardi.com\/marketing<\/em><\/a><em> to learn how to attract and convert more renters with a connected suite of marketing tools, including RENTCaf<\/em><em>\u00e9 Marketing IQ.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you create the perfect property marketing strategy? One that delivers the biggest ROI for your budget? In the days of flyers, yard signs and billboards, creating a winning marketing program used to be somewhere between a guessing game and an art form. But now that most rental searches begin (and sometimes finish) online, [&hellip;]<\/p>\n","protected":false},"author":644,"featured_media":28042,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440],"tags":[62,2935,29,341],"class_list":["post-28038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-marketing-analytics","tag-multifamily","tag-property-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v24.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Yardi Blog<\/title>\n<meta name=\"description\" content=\"Learn more about important marketing analytics for property management. Find out how property marketers can improve marketing ROI and maximize spend.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Analytics\" \/>\n<meta property=\"og:description\" content=\"Learn more about important marketing analytics for property management. Find out how property marketers can improve marketing ROI and maximize spend.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/\" \/>\n<meta property=\"og:site_name\" content=\"Yardi Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-27T14:15:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-03T15:45:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1046\" \/>\n\t<meta property=\"og:image:height\" content=\"478\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Geneva Ives\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Geneva Ives\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/\",\"url\":\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/\",\"name\":\"Marketing Analytics - Yardi Corporate Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png\",\"datePublished\":\"2021-01-27T14:15:21+00:00\",\"dateModified\":\"2021-02-03T15:45:06+00:00\",\"author\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/111baa264213ed16e34f12dceefe142b\"},\"description\":\"Learn more about important marketing analytics for property management. Find out how property marketers can improve marketing ROI and maximize spend.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#primaryimage\",\"url\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png\",\"contentUrl\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png\",\"width\":1046,\"height\":478},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.yardi.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Marketing Analytics\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.yardi.com\/blog\/#website\",\"url\":\"https:\/\/www.yardi.com\/blog\/\",\"name\":\"Yardi Blog\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.yardi.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/111baa264213ed16e34f12dceefe142b\",\"name\":\"Geneva Ives\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2026\/02\/Geneva-Ives-Photo.jpg?w=62\",\"contentUrl\":\"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2026\/02\/Geneva-Ives-Photo.jpg?w=62\",\"caption\":\"Geneva Ives\"},\"description\":\"Geneva Ives is the senior manager of marketing content at Yardi. She leads content initiatives for REACH by RentCafe. Writing may be her first love, but data is a close second. Geneva is based in Santa Barbara, California.\",\"sameAs\":[\"https:\/\/www.instagram.com\/hi_geneva\/?hl=en\",\"https:\/\/www.linkedin.com\/in\/genevaives\/\"],\"url\":\"https:\/\/www.yardi.com\/blog\/author\/genevai\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Yardi Blog","description":"Learn more about important marketing analytics for property management. Find out how property marketers can improve marketing ROI and maximize spend.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/","og_locale":"en_US","og_type":"article","og_title":"Marketing Analytics","og_description":"Learn more about important marketing analytics for property management. Find out how property marketers can improve marketing ROI and maximize spend.","og_url":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/","og_site_name":"Yardi Blog","article_published_time":"2021-01-27T14:15:21+00:00","article_modified_time":"2021-02-03T15:45:06+00:00","og_image":[{"width":1046,"height":478,"url":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png","type":"image\/png"}],"author":"Geneva Ives","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Geneva Ives","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/","url":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/","name":"Marketing Analytics - Yardi Corporate Blog","isPartOf":{"@id":"https:\/\/www.yardi.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#primaryimage"},"image":{"@id":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#primaryimage"},"thumbnailUrl":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png","datePublished":"2021-01-27T14:15:21+00:00","dateModified":"2021-02-03T15:45:06+00:00","author":{"@id":"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/111baa264213ed16e34f12dceefe142b"},"description":"Learn more about important marketing analytics for property management. Find out how property marketers can improve marketing ROI and maximize spend.","breadcrumb":{"@id":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#primaryimage","url":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png","contentUrl":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png","width":1046,"height":478},{"@type":"BreadcrumbList","@id":"https:\/\/www.yardi.com\/blog\/property-marketing-analytics\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.yardi.com\/blog\/"},{"@type":"ListItem","position":2,"name":"Marketing Analytics"}]},{"@type":"WebSite","@id":"https:\/\/www.yardi.com\/blog\/#website","url":"https:\/\/www.yardi.com\/blog\/","name":"Yardi Blog","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.yardi.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/111baa264213ed16e34f12dceefe142b","name":"Geneva Ives","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.yardi.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2026\/02\/Geneva-Ives-Photo.jpg?w=62","contentUrl":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2026\/02\/Geneva-Ives-Photo.jpg?w=62","caption":"Geneva Ives"},"description":"Geneva Ives is the senior manager of marketing content at Yardi. She leads content initiatives for REACH by RentCafe. Writing may be her first love, but data is a close second. Geneva is based in Santa Barbara, California.","sameAs":["https:\/\/www.instagram.com\/hi_geneva\/?hl=en","https:\/\/www.linkedin.com\/in\/genevaives\/"],"url":"https:\/\/www.yardi.com\/blog\/author\/genevai\/"}]}},"jetpack_featured_media_url":"https:\/\/www.yardi.com\/blog\/wp-content\/uploads\/sites\/15\/2021\/01\/property-marketing-analytics.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/posts\/28038","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/users\/644"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/comments?post=28038"}],"version-history":[{"count":1,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/posts\/28038\/revisions"}],"predecessor-version":[{"id":28040,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/posts\/28038\/revisions\/28040"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/media\/28042"}],"wp:attachment":[{"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/media?parent=28038"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/categories?post=28038"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yardi.com\/blog\/wp-json\/wp\/v2\/tags?post=28038"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}