The Challenge

Over the past decade, ZRS grew its portfolio by 200%+, adding ~70,000 units through long-term client relationships and steady, organic expansion. That kind of growth raises the stakes on consistency: leasing teams need standardized workflows, cleaner data, and shared visibility across the portfolio. Their previous property-centric CRM could not support these needs.

The Solution

ZRS chose Funnel’s renter-centric® CRM as its system of record to unify renter data and standardize workflows portfolio-wide. Prospect AI, Voice AI, and Insights then help manage high-volume inquiries, understand sentiment, and improve performance visibility at scale.

The Results

In a validation comparing ZRS’s previous property-centric CRM to Funnel’s renter-centric® CRM + AI, properties using Funnel saw:

• 115% more scheduled tours per property and 227% more completed + walk-in tours per property.
• Tour quality improved too +26% higher completion rate, 53% lower cancellation rate, and a 50% reduction in no-shows.

KEY INSIGHTS

Cleaner data starts with a renter-centric® system of record

ZRS Management selected Funnel’s renter-centric® CRM to unify renter data into a single system of record and remove the fragmentation that happens when workflows are organized property-first instead of renter-first.

With one source of truth for leasing activity, teams can work from the same playbook—without losing the nuance that makes the leasing experience feel human.

After selecting Funnel, implementation moved quickly: the CRM and AI went live across more than 280 properties in just five weeks.

Tour outcomes improved—at portfolio scale

The early data validation showed a clear lift in both tour volume and tour quality after ZRS moved from a property-centric CRM to Funnel’s renter-centric® CRM + AI. Properties using Funnel saw 115% more scheduled tours per property and 227% more completed + walk-in tours per property—meaning teams weren’t just booking more tours; more renters actually showed up.

Tour reliability improved alongside volume. ZRS Management saw a +26% higher tour completion rate, a 53% lower cancellation rate, and a 50% reduction in no-shows, signaling less leakage between “scheduled” and “done.”

For a portfolio operating at scale, those deltas matter: more tours reaching completion creates a healthier pipeline, steadier conversion opportunity, and fewer wasted team hours chasing reschedules and missed appointments—helping standardize performance across communities, not just at a handful of high-performing sites.

Agentic AI that supports the real humans behind the leasing work

ZRS thoughtfully selected AI to remove friction and support teams in the day-to-day leasing work, especially when inquiry volume spikes. Prospect AI and Voice AI help manage high-volume conversations at scale and keep responsiveness consistent across the portfolio.

That consistency matters because it protects the team’s time. With AI handling more of the repetitive front-end interactions, experienced associates can stay focused on higher-value moments, guiding serious prospects, answering nuanced questions, and delivering the level of service owners and renters expect.