March 25 2021
How Madera Residential Won Big with Actionable Data from Funnel

When traditional manual lease management tools proved to be unreliable, ineffective, and detrimental to their success Madera Residential turned to Funnel.
 

Funnel’s Fix: Automate and streamline the lease process, measure property performance, and create joy by adding value.

When Madera became frustrated with the inefficiencies of manually processing leads, they knew it was time to get out of the dark ages and implement a robust technology solution. Out of this frustration arose a determination to find a partner that shared their vision for a better, more reliable and modern approach. According to John McNelly, Chief Marketing Officer for Madera, Funnel was the perfect fit for their needs. “We were very frustrated with how backwards and fragmented the technology is in the multifamily industry,” he explained. “We needed to find a more reliable solution and partner — and we found that with Funnel.”

“We were very frustrated with how backwards and fragmented the technology is in the multifamily industry. We needed to find a more reliable solution and partner — and we found that with Funnel.”

– John McNelly, Chief Marketing Officer, Madera

Single Pane Dashboard Provides Unmatched Visibility

By integrating Funnel technology into their property management system, Madera leasing specialists can now spend time doing what they do best — interacting on a personal level with prospects and renters. “It’s remarkable what we’ve accomplished since implementing Funnel. We have moved away from a very manual world of paper guest cards and binders to an integrated, transparent solution that helps us quickly identify opportunities across our portfolio,” McNelly said.

Thanks to Funnel’s unique technology, Madera’s lead generation now works like a well-oiled machine. Prospective renter leads from every source (except walk-ins) automatically filter through Funnel and directly to a leasing agent’s inbox. Agents can manage their prospect base from start to finish on one dynamic feed within Funnel. Emails, texts, and phone calls with prospects are automatically recorded and guest card information is captured in contact history. Teammates are always up to speed and managers can see the communications that are most effective.
 

Marketing Costs Reduced

“The integration with our own property management system enables guest card information to flow through Funnel, and when we convert that prospect to an application or a lease, that information then flows back into Funnel, which allows us to attribute data all the way from the original ad source to current status,” McNelly explained. “Our marketing team is now able to see where our traffic comes from, where we are being successful, and where we can begin making decisions based on real data, rather than gut feelings or relationships with reps.”

“Our marketing team is now able to see where our traffic comes from, where we are being successful, and where we can begin making decisions based on real data, rather than gut feelings or relationships with reps.”

 

McNelly also said that their portfolio marketing team is using Funnel to determine where to spend advertising dollars. “The ability to see lead attribution is enormous. We use this information to spend available budgets in the right places to generate the right kinds of traffic. With Funnel, our portfolio marketing team is able to report metrics at the enterprise, property, and even agent level that can be used to chart benchmarks and milestones.”

Madera’s operations team uses Funnel to measure property performance as a whole. “If a particular property is having an issue, we start diving into the data to see prospect volume and conversion rates by source. Using contact history, we can also see whether teams are fully engaged in the sales process,” McNelly said. “There’s the data that guides us and there’s also the ability to read messages or listen to a call and see where there are opportunities for performance coaching.”

 
Performance is paramount, but client support is equally important. Funnel is a true partner that empowers both.

“The thing that most impresses me about the Funnel team is their willingness and ability to adapt,” McNelly said. “We have made changes together, to make the tool even better than it was on Day 1. They’ve worked very closely with us on reporting needs and integrations. They’ve helped make our own property management system stronger and more valuable. Because of the support that the Funnel team provides, I would tell industry colleagues that they’re in really good hands. They work hard, respond quickly and really seem to care.”

“Because of the support that the Funnel team provides, I would tell industry colleagues that they’re in really good hands. They work hard, respond quickly, and really seem to care.”

 

“Putting people first” is the way Madera Residential builds value for everyone involved in their properties, including renters, management teams, and investors. Likewise, Funnel is committed to providing an exceptional, seamless experience that helps them deliver on that promise — with less work, using less time, and producing higher profitability and happier renters.

 

To find out more about Funnel’s marketing and reporting tools, see our products.