F icon - Funnel

CASE STUDY

Marketing automation unlocks
a better (personalized) renter journey

AUTHOR NAME – 00/00/00

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The Challenge: Point solutions created a frustrating, and clunky experience for both renters and the onsite staff. With siloed data and limited marketing automation capabilities, the Cortland team was hamstrung by their technology to craft a personalized, top-tier renter experience, which resulted in unclear follow-up handoffs between internal teams.

The Solution: Funnel’s marketing automation and data transparency empowered both a better renter experience for prospects, as well as actionable, clear reporting for the Cortland team.

Our Results: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

TESTIMONIALS

I am very happy that we brought on Funnel. It has been a huge change just from a transparency side, especially when it comes to customer management from both the front end user actually being able to see everything that’s happened throughout their customer journey as well as on the back end with all the data that’s provided to our team to be able to do additional analysis overall on our processes and how we can make everything that we’re doing more efficient.

Bri Brocker
Director of Marketing Technology

I am very happy that we brought on Funnel. It has been a huge change just from a transparency side, especially when it comes to customer management from both the front end user actually being able to see everything that’s happened throughout their customer journey as well as on the back end with all the data that’s provided to our team to be able to do additional analysis overall on our processes and how we can make everything that we’re doing more efficient.

Bri Brocker
Director of Marketing Technology

I am very happy that we brought on Funnel. It has been a huge change just from a transparency side, especially when it comes to customer management from both the front end user actually being able to see everything that’s happened throughout their customer journey as well as on the back end with all the data that’s provided to our team to be able to do additional analysis overall on our processes and how we can make everything that we’re doing more efficient.

Bri Brocker
Director of Marketing Technology

KEY INSIGHTS

VLA all day (and all night)

“We have had prospects scheduled a tour at 2:00 a.m., because Courtney has replied,” said Nikki Sarmer, Marketing Technology Specialist, at Cortland. “That could never happen before.”

At Cortland, Funnel’s VLA is known as Cortney, and allows onsite leasing agents to focus on closing with engaged, decision-ready leads instead of copying and pasting the pet policy 56 times a day. Today’s renters are always-on and expect instant information. Cortney the VLA fulfills this need by providing accurate information 24/7/365.

Not only is Cortney a win for renters, she also takes mundane to-do’s off of your onsite team’s plate, making sure that they feel more engaged and fulfilled at work. Win-win.

G5 Bot tours have a

%

higher show rate than
those booked by call centers

Do more with less

As every industry struggles to find top talent, teams everywhere are being asked to do more, with less. Funnel’s Contact Center takes some of the burden off of onsite teams that are stretched thin. With a thoughtful combination of specialized off-site leasing teams in geographic hubs, Cortney the superstar VLA, and automated follow-up triggers within Funnel, a single leasing agent can actively follow up with leads, and help market over 70 communities.

“If we didn’t have that automation and the capabilities of getting back to prospects quickly, then it would be really difficult for us to be able to reach as many leads as we are,” said Nikki Sarmer, Marketing Technology Specialist, at Cortland.

Free to provide personalized services

With all of the communication linked to prospects’ single renter-centric guest card (meaning one guest card, no matter how many communities Renter Rachel inquired at), communities are able to have a rich picture of Rachel Renter’s preferences. Plus, with the communication in one place, they can pick up communication where it left off, providing a personalized rental journey. Funnel’s marketing automation is customizable to deliver persona-specific cadences, making renters feel known, and while being more efficient for your team.

When asked about centralizing lead management and the renter experience, Scott Moore, Chief Technology Officer at Cortland said “it’s freed up our teams to focus on our residents and deliver that above and beyond experience.”

“Funnel allowed us to add significantly more
marketing automation touchpoints throughout our
customer journey. Previously, we were only able to
automate when someone actually inquired, and that
was about it. Now, we are able to automate when
somebody inquires, schedules a tour, is about to
tour, after they tour, when they actually are going
through the application process.”

Bri Brocker
Director of Marketing Technology

Forgot my password

We’ve all been there, clicking the link so that we can, get the automated text, automated email, and reset our password to something we’ve never used before, and with a cryptic collection of numbers and symbols…that we’ll likely never remember.

Property management companies have multiple point solution tech platforms that require approximately 50 different logins each day. This creates a disconnected workflow for onsite teams, and a disconnected experience for prospective renters.

Funnel links the full lead-to-leasing journey — lead management, tour scheduling, email, marketing automation, applications and leases — into one platform.

“Funnel allowed us to add significantly more marketing automation touchpoints throughout our customer journey. Previously, we were only able to automate when someone actually inquired, and that was about it,” said Bri Bocker, Director of Marketing Technology, Cortland. “Now, we are able to automate when somebody inquires, schedules a tour, is about to tour, after they tour, when they actually are going through the application process.”

Casting light into the attribution blackhole

If you’ve ever felt like your marketing attribution is an expensive game of gut-hunch-meets-guess-and-check then you need tech that doesn’t silo your data into some attribution abyss, and instead presents it as easy-to-access, digestible, up-to-date, reports.

“One of the unexpected benefits, and something that we were very excited about, as we got further into using Funnel, is the breadth of data that is available to us,” said Bri Bocker, Director of Marketing Technology, Cortland. “Previously this was not something that we had as much insight into.”

We’re here to help.

Learn how your company can provide a personalized journey
for prospective renters by leveraging Funnel’s platform.