Funnel Reporting Overview

Funnel Reporting Overview

Overview

Funnel reports provide a dynamic and efficient way to give insight into every aspect of the marketing

funnel at a property or company level. Whether it is lead source performance you are looking for

or how quickly agents respond to new leads in the system, Funnel can give you the data you

need to evaluate and grow your business.

Report Filters and Structure

All Funnel reports below can be filtered in a number of ways to provide data customization that fits a company’s needs. Each of these filter sets can be found at the top of each report.

By date range or presets:

.                 

And/Or by additional filters:

All reports can also be exported to Excel for additional manipulation if desired

All reports are also interactive. Click on any value within the report to view the drill-down detail

Reporting Recommendations

Onsite Team Members

• Agents Report
• Agent Score Report
• Agent Activity Report
• Tours Report
• Phone Report
• Engagement Report
• Prospect Status Report

Marketing Team Members

• Summary Report
• Marketing Attribution Report
• Lead Acquisition Costs Report
• Marketing Report
• Virtual Agent Report
• Preferences Report
• Loss Reasons Report

Regional Managers

• Property-centric Report
• Renter-centric Report
• Portfolio Report
• Phone Report
• Engagement Report
• Virtual Agent Report
• Loss Reasons Report

Reporting Overview

Property-centric Report

The Property-centric Report shows the rate at which prospects move through your

leasing funnel, and through each specific pipeline stage - from the moment a lead first contacts

your property through their decision to lease.  This report is a cohort report based on when a prospect first contacts your property and any leasing activity associated with that prospect, regardless of whether or not the leasing activity occurred outside of the selected date range.

The Property-centric Report focuses on two key performance indicators: Conversion and

Velocity:

Conversion Rate represents the percentage of the unique prospects marked as

residents, divided by the total number of unique prospects who contacted the property. When

Conversion Rate is calculated between lead stages, it represents the percentage of unique

prospects who completed the stage, divided by the number of unique prospects who completed

the previous stage in the pipeline.

Lease Velocity represents the total number of days between a prospect’s initial contact and the

day they execute a lease (i.e. the average time to convert from lead to lease for the

selected cohort). Stage Velocity represents the total number of days it takes to move a prospect from the previous step to the current step.

Renter-centric Report

Similar to the Prospect-centric Report, the Renter-centric Report shows the rate at which prospects have moved through the leasing funnel, from the moment a lead first contacts a property through their decision to rent. What makes this report unique is that it shows a holistic view of the renters journey and provides a portfolio-level conversion rate rather than an individual property conversion rate. In order to view property-level conversion rates, please use the Property-centric Report.

Summary Report

The Summary Report is a cohort report that shows the leasing activity associated with prospects created in the selected date range. It provides detail on first-contact medium type, such as whether the lead was derived from phone, email, website, etc. It also provides a breakout of the tour types completed. All Reports within the Summary Report will include the Leads by First Contact Type, Tours by Type, Conversion Rate, Summary view, and Prospect Detail view. All data included within these reports will show leasing activity associated with prospects created in the selected date range.

Level of Detail Filter

• Agents Report will provide leasing activity by assigned Leasing Agent
• Team Report will provide leasing activity by assigned Team (Community)
• Lead Source will provide leasing activity by the assigned Lead Source

 

Marketing Attribution Report

The Marketing Attribution Report provides detail into touchpoint attribution. This report can help assess which sources and medium types are the most effective at lead generation and conversion. It is important to note that this report is a cohort report, which focuses on leads created within the selected date range and any associated tours or leases that occurred for those leads, regardless of if they fall outside of the selected date range.

Touchpoint filters include:

• Lead Source Report - will provide touchpoint attribution by Lead Source
• Discovery Source Report - will provide touchpoint attribution by Discovery Source
• Category Report - will provide touchpoint attribution by Category (ILS, Web, etc.)
• Medium Report - will provide touchpoint attribution by Medium (Phone, Email, etc.)

Attribution Level - Funnel uses three different attribution methodologies in the Attribution Reports: First Touch, Last Touch and Positional (40,20,40). Any of these attribution models can be run on Lead Source, Discovery Source, Medium or Category.

Lead Acquisition Cost Report

The Lead Acquisition Costs report provides detail into the cost per lead by source. This report can help assess marketing dollar spend, to increase marketing efficiency with optimal budgeting. It is important to note that this report is a cohort report, which focuses on leads created within the selected date range and any associated tours or leases that occurred for those leads, regardless of if they fall outside of the selected date range.

Agents Report

The Agents Report shows the number of prospect related events that occurred during the selected date range to help assess the performance and activity of leasing agents.

The agent associated with the event will be the leasing agent assigned to the prospect at the time the report is pulled. Events related to prospects that are not assigned to an agent will be counted under ‘Unknown’.

Marketing Report

The Marketing Report helps assess the performance and activity of lead sources/discovery sources by showing the number of prospect related events that occurred during the selected date range for each source. Events related to prospects that are not assigned to a source will be counted under ‘Unknown’.

Portfolio Report

The Portfolio Reports show the relationship between each community, unit, or layout and the number of prospect related events that occurred during the selected date range.

This report helps assess the performance of communities across your portfolio, and how specific units and layouts perform relative to others in the same property or across properties.

Preferences Report

The Prospect Preferences Report shows the relationship between specific preferences such as max rent, current residence, or move-in date, and the number of prospect related events that occurred during the selected date range. This report can help determine where to focus local marketing efforts, how to price units, and how early in the process renters are likely to be engaged

Tours Report

The Tours Report provides detailed tour information and attributes for tours scheduled for the selected date range.  This report can help assess the effectiveness of tour types, schedule types, and tour origin source. Additionally,  it provides insight into tour volume and completion by touring agent and layout type.

Phone Report

The Phone Report captures detail and metrics on phone calls that occurred during the selected date range. It can provide insight into phone call volume and performance by team or agent, while also allowing you to breakout prospect vs. resident calls and drill into the recording and transcript details of each call.

Engagement Communication Report

The Engagement Communication Report shows the incoming communication volume by day and hour.

Additionally, it provides insights into first response rate to new leads created during the selected date

range.

Communication Type Filter

• All Communications will include all incoming communication with prospects based on the selected time frame.
• First Communications will only include the first incoming communication for each prospect at each Team during the selected time frame.

Agent Activity Report

The Agent Activity Report shows the number of prospect related events an agent handled in the selected date range. This includes events surrounding tasks, tours, and messaging.

Agent Score Report

This report helps evaluate the performance of agents by giving them a score in three main categories: lead engagement, task management and overall contribution to a team’s activity. An agent’s lead engagement score measures their engagement with new leads and existing active leads that are assigned to them. An agent’s task management score measures the ratio of completed tasks vs. overdue tasks that are assigned to them. Lastly, an agent’s activity contribution assesses the percent of completed tours, tasks and communications that the agent handled for the selected team(s). 

Virtual Agent Report

This report tracks messages sent to prospects using the Virtual Agent. It also provides insight into tours scheduled through the Virtual Agent as well as Virtual Agent tour conversion metrics. Additionally, the report includes details into why Virtual Agent was disabled for a prospect.

Prospect Status Report

The Prospect Status Report shows a list of prospects that had a relevant activity, such a completed tour or a submitted application, that occurred during the selected date range. This report also includes information about the prospect including: personal details, rental preferences, marketing sources, tour and application dates, and more.

Loss Reasons Report

The Loss Reasons Report tracks and analyzes feedback leads provided when they chose not to lease at a community.

Revised 12.7.2021 | Funnel Reporting Overview