Lead Attribution Models and the New Renter Journey
First Touch, Last Touch, Multi-Source, Linear Average, Weighted Average… With so many different forms of marketing to get in front of your future renter, how do you determine what is working and what is worth it? In an effort to answer the age-old question of “How did I get this lease?!”, we will deep dive into where your leads come from, the New Renter Journey, and how each touch point is important in its own way. We will look at different forms of Lead Attribution Models and even provide a helpful spreadsheet so that you can complete your own analysis of how your lead sources are performing! In the end, we will hopefully be able to give you a clearer picture of if “Drive By” is truly your top performing lead!
Instructed by Ben Santagata
Ben Santagata is the Maryland Regional Account Executive for Zumper, which is the largest privately-held rental marketplace in the US. Zumper is built by renters for renters, with the goal of making renting an apartment as easy as booking a hotel. Ben is a member of the MMHA Marketing Committee and plays a very active role in the Multifamily industry to ensure the best for Renters and Property Management Companies alike!