The Challenge

LCOR’s former CRM didn’t give their training team the granular insights they required on an individual level, to grow leasing team members’ skillsets or to know whether actual lead follow-up took place.

The Solution

The transparency that Funnel’s renter-centric architecture gives the LCOR training team into the leasing team’s performance allows them to help grow their team’s leasing skillsets, and thereby increase job satisfaction throughout an unstable labor market.

The Results

Funnel’s CRM, AI, and automation tools gave LCOR’s leasing teams a hand, resulting in a 62% increase in tours year over year (YOY).

KEY INSIGHTS

Renter-centric architecture allows training teams to help individual team members who might need a hand

Before Funnel, the LCOR team used a property-centric product that was architected to create duplicate guest cards for a single renter. In addition to creating data headaches on the renter-facing front, it created challenges for the training team too.

“In the past, we were able to track how a team was doing in general, when it came to their leads, their interactions, and calling back residents. Now, we can really dive into the individual, which is super helpful, especially with new hires, or people that are in remediation,” said Rachel Shaw, Training + Development Manager, LCOR. “It gives us a better opportunity to provide them with help.”

With the ongoing staffing turmoil plaguing the multifamily industry attracting, growing and retaining top talent is a huge challenge. Funnel’s platform allows training teams to give leasing agents a hand, at an individual level, to increase performance which in turn increases overall job satisfaction. “Rather than giving a blanket training and hoping it will help cover the areas they might need help in, we can now effectively drill down into specific topics with individuals,” said Shaw.

No fake follow-up

“In the previous database we used, people could mark off that they did the follow-up and they placed the phone call. But there’s really no way of knowing if that phone call was ever placed,” said Shaw. “With Funnel we can go in and we can actually see that the phone call took place and listen to the phone call itself.”

All communication voice, text, chat, and email are logged in the Funnel platform. This gives leasing team members the transparency they need to pick up where another teammate left off. And, this gives the training team insights into how follow-up is handled to identify areas for growth, and the training necessary to create a consistent renter experience.

Single source of truth

“I can often go into Funnel and find answers,” said Heather Justice, Director of Training, LCOR. “By looking at the email communications, text message communication I can get the answer myself without having to bother the site team, and take them away from whatever they are doing.”

Funnel’s architecture, reporting capabilities, as well as the actual communication stored in the platform, allow multiple stakeholders across an organization to garner insights from the renter journey. Rather than relying on third-hand information, team members can use Funnel as a single source of truth.