Leads to the property management industry haven’t really changed much since…well, since ever. Most lead generation includes basic info like name, phone number, and email – the basics. This is the most vital information for any sales agent or seller and rightly so.
The problem is – what sort of person is attached to that information? What are their intentions? What separates this person from the hundreds or thousands of other leads that are [hopefully] pouring in?
During an internal Hackathon at Dominion Enterprises in the summer of 2015, myself, Josiah Baker, Corey Dixon, and Rajeev Nagulapalli were attempting to prove that we could solve this issue. We presented the concept of gathering search and engagement data from our end-users in order to frame a better picture of who they are and what’s really important to them as they browse our sites.
The extra data makes the follow-up phone call a bit more personal.
From there, the engineering team at For Rent Media Solutions™ including Jeff Wolski, Allen Torres, and Austin Krill, took the first crack at creating a production version of this, engineering a solution that, as an over-simplification, gathers user data as users browse, matches it up with other search sessions, aggregates and analyzes these thousands of data points, and delivers it in an infographic-like format. It’s called Lead Insights.
It takes an engineering feat of strength to gather, process, and deliver this amount of data without noticeably increasing delivery time, yet this is exactly what the team has done. Receiving the search data, storing it, and combining it with historical search data for a given user happens in a fraction of a second after they submit a lead. This new data includes:
If Micah checked the pet policy of every apartment he viewed on ForRent.com and even filtered out communities that don’t allow pets, we feel like it’s pretty safe to assume that he might have a dog or cat.
Hypothetically, Micah was very engaged with the photos and videos on display on property’s profile page. This is an entirely different perspective on usage patterns which now offers property agent a clearer picture of the importance of the media products they’re paying for. These are valuable insights into those people who actually use our site – people we want to help find a place to live.
Apartment managers now have more of an understanding of who the lead is, what’s most important to them, and maybe even whether they’re a good fit at the moment. The quality has gone up dramatically. The extra data makes the follow-up phone call a bit more personal. After all, this isn’t just a lead anymore. It’s a person.