Lead Management presentation by Jon Tull at the 2008 Apartment Internet Marketing Conference.

1. … ..and impacts on Marketing, Revenue Management and System Integration: The Apartment Data Ecosystem Lead Management

2. A Good Place to Begin: Lead Management

4. Lead Bombardment Many Lead Sources Apartment Staff Property Management Software Systems

5. Lead Bombardment Apartment Staff Property Management Software Systems And Many More Sources…..

6. Automated Lead Capture is Central to Information Ecosystem Apartment Staff Property Management Software Systems Manual Data Entry Kills Lead Management Accuracy

7. Automated Lead Capture is Central to Information Ecosystem Apartment Staff Property Management Software Systems Manual Data Entry Kills Lead Management Accuracy

8. The Lead Management: What’s the Problem? Many lead sources are increasingly difficult to manage

11. The Lead Management: What’s the Problem? Many lead sources are increasingly difficult to manage Leads come in at “inconvenient” times, presenting operational challenges

13. The Lead Management: Automated Data Collection is Important Approximately 280 properties over 3 month period

14. The Lead Management: What’s the Problem? Many lead sources are increasingly difficult to manage Leads come in at “inconvenient” times, presenting operational challenges Traditional data entry of leads creates huge information holes, poor analysis, accountability and reporting

15. How Well are We Responding to Internet Leads? Lead2Lease Shops: 4 th Quarter 2007 Source:

16. Lead2Lease Shops: 4 th Quarter 2007 How Well are We Responding to Internet Leads? Source:

17. The Lead Management: What’s the Problem? Many lead sources are increasingly difficult to manage Leads come in at “inconvenient” times, presenting operational challenges Traditional data entry of leads creates huge information holes, poor analysis, accountability and reporting The lack of automated data collection and staff accountability allows poor follow up and erodes sales opportunities

18. How Important is Lead Management? Based on a detailed lead follow up analysis by Riverstone Residential Group and Lead2Lease, Riverstone discovered the following: One or fewer sales follow ups with a resident prospect generated a lead to lease conversion rate of 4.2% (average of all lead types). Two sales follow ups with a resident prospect increased the lead conversion rate to 10.2% Lead2Lease analysis of all lead follow ups reveals that after 3 sales follow ups with a resident prospect, the lead to lease conversion rate does not significantly improve.

19. The Lead Management: What’s the Problem? Many lead sources are increasingly difficult to manage Leads come in at “inconvenient” times, presenting operational challenges Traditional data entry of leads creates huge information holes, poor analysis, accountability and reporting The lack of automated data collection and staff accountability allows poor follow up and erodes sales opportunities Lead follow up tracking, reporting and accountability greatly increases lead to lease conversion rates

20. Lead Management & the Apartment Data Eco System

21. The Lead Management Context Lead management is part of an information eco system On-site Occupancy & Revenue Targets Competitive Market Surveys Subject Property Revenue Management / Pricing Lead to Lease Conversion Marketing Goals Constraints Optimization Performance Proof Presence Lead Generation / Lead Management

22. The Lead Management, Marketing and Revenue Management Q&A…..