Are you a marketing leader for a property management company? If so, then you know how much of a nightmare it can be to manage marketing data across multiple channels for all of the properties you oversee. This can quickly become overwhelming if you don’t have a single integrated system in place for organizing and tracking all of your marketing data.
Even if you are using all-inclusive property management software that includes marketing data tracking capabilities, you may still face the following challenges:
Manual data input: You may have to deal with the hassle of inputting the data manually for each property, which is especially time-consuming if you’re working with several marketing vendors
Limited marketing metrics: Your property management software might only be showing you some of the metrics needed to evaluate the success of your digital marketing. For example, you may have a program that tracks website metrics and online reviews, but provides little or no insight into your organic search rankings and paid search advertising campaigns.
Having to “Frankenstein” together marketing reports: Working with multiple vendors across your many marketing channels (websites, SEO, PPC, reputation management, directory listings, etc.) requires you to spend time connecting all the dots and attempting to coordinate vendors and strategies into one integrated approach.
Difficulty drawing meaningful conclusions: With only surface-level marketing data available, you may have trouble seeing the full picture of your marketing success and identifying the best next steps for your Internet marketing strategy. You should have access to data that tells a cohesive story about your marketing performance and delivers actionable insights.
Which Marketing Metrics Should I Track?
Here is a list of some of the main Internet marketing metrics you should be tracking for each of your properties. There are others you can track as well, but this is a good starting point.
- Website entrances
- Website visitors
- Page views
- Bounce rate
- Average visit duration
- Average pages per visit
- Percentage of visitors by device (desktop vs. mobile)
Paid Search Advertising
- Number of impressions
- Number of clicks
- Click-through rate
- Number of conversions (such as calls or forms)
- Conversion rate
- Average cost per click
- Average cost per lead
- Activity by device
- Ranking for each of your critical and important keywords
- Average rankings
- Percent of keywords on page 1
Online Listings & Reviews
- Reports the accuracy and consistency of each of your online directory listings
- Tracking of customer ratings and reviews
- Tracking of review requests sent to tenants
Track All of Your Digital Marketing Data in One Place
At our digital marketing agency, Scorpion, we strive to make life easier for our clients. Our clients have access to their own comprehensive online dashboard through our Scorpion Marketing System, where they can track various types of Internet marketing data for all of their locations, all integrated within a single dashboard. This is especially ideal for a company like yours that has a lot of multifamily residential properties, with each having multiple marketing and lead generation channels to keep tabs on.
With our platform, you can monitor and analyze all of the metrics listed above and more. In addition to that, our Leaderboard feature allows you to easily compare the performance your properties, seeing which ones are generating the most leads and new tenants.
However, there’s much more to Scorpion than just our platform. We offer a full spectrum of Internet marketing services in-house so you can cut down the number of vendors you work with and create more streamlined marketing and advertising campaigns.
Contact us to learn more about our multifamily residential marketing services and our easy-to-use platform!
About the Author
As Senior Vice President of Sales at Scorpion, Justin Mink focuses on developing and growing Scorpion’s national business across a variety of industries. Prior to joining Scorpion, Justin was the Chief Marketing Officer at New Frontier Data, a start-up technology company that provides responsible operators and investors in the legal cannabis industry with real-time data and analytics. Some of his other previous roles include co-founder and VP of Strategy at Music Audience Exchange, National Director at ReachLocal, and Brand Marketing Lead at Gannett.
Justin is a graduate of the University of Mary Washington, where he received a B.A. in political science. Outside of work, he enjoys traveling, cooking and wine, hiking and the outdoors, and spending time with his family. He is also a major Washington Redskins fan, spending a couple of seasons at FedEx Field on game days as an official team “flag guy.”