Measuring the ROI of Centralized Renter-Centric® CRMs in Multifamily

Understanding ROI in Multifamily CRMs

Measuring ROI (Return on Investment) for centralized renter-centric® CRMs in multifamily means calculating the net benefits generated by the CRM, minus the total costs, then dividing by those costs to assess financial effectiveness. A common ROI formula is:

ROI = (Net Gain from the CRM – Total CRM Costs) / Total CRM Costs × 100

This approach quantifies how CRM technology influences key metrics such as leasing conversions, operational efficiency, resident satisfaction, and overall profitability. Regular measurement ensures organizations maximize their CRM investments and stay competitive. Source: VipeCloud

The Business Case for Centralized Renter-Centric® CRMs

Centralized renter-centric® CRMs consolidate resident data, leasing, and analytics across an entire property portfolio. Why do multifamily operators favor this approach? Centralization drives operational efficiency by:

• Standardizing workflows across properties
• Supporting leaner, more flexible staffing
• Delivering consistent renter experiences through data-driven decisions

Funnel Leasing, the industry’s only Renter Management Software platform, has pioneered this approach with its renter-centric® architecture. When operators like Redstone implemented Funnel’s centralized CRM, they saw a 33% increase in lease conversions and 26% faster lead-to-lease cycles. Virtual leasing teams could respond rapidly to demand spikes, reducing burnout and lost leasing opportunities. These performance gains contribute directly to higher revenues and lower costs—delivering measurable ROI. Source: Funnel Leasing, Source: VipeCloud

Tangible ROI Metrics: Multifamily Success Stories

Calculating CRM ROI requires tracking clear, quantifiable outcomes. Industry leaders using Funnel Leasing have reported metrics such as:

• 100% Virtual Leasing Assistant (VLA) performance score when properties were mystery shopped, hitting every lead nurturing requirement
• 88% prospect sentiment score increase after implementing Funnel’s CRM and AI capabilities portfolio-wide
• 33% increase in lease conversions through role specialization and AI-driven processes
• 35% reduction in operating costs achieved through platform automation and efficiency gains
• 12% increase in lead-to-tour conversion
• 53% faster lead scheduling efficiency
• 6.5% lift in lease conversion rates attributed to AI-driven scheduling

Tracking these metrics enables multifamily operators to clearly connect CRM investment to improved leasing rates, faster revenue realization, and risk reduction. Source: Funnel Leasing

AI and Automation: Enhancing ROI

AI tools are now essential in maximizing CRM ROI for multifamily operators. Funnel Leasing’s Virtual Leasing Assistant (VLA) represents the industry standard, offering why agentic AI automation is critical:

• Agentic AI qualifies and nurtures leads automatically across email, SMS, chat, and voice calls
• Automated scheduling and instant responses enable staff to prioritize high-impact tasks
• AI-driven platforms eliminate missed inquiries, with Funnel’s Voice VLA answering the 40-49% of multifamily phone calls that typically go unanswered
• Real-time fraud detection through integrations like Plaid’s financial data network reduces application screening risks

Funnel’s agentic AI-infused platform unifies the full renter lifecycle in one interface, providing automation and actionable insights at every stage. This gives teams bandwidth for high-touch service while consistently improving conversion and renewal rates. Source: Funnel Leasing

Staff Efficiency and Wellbeing: The Human Dimension of ROI

Centralized CRM platforms like Funnel Leasing improve staff experience by:

• Reducing repetitive work and admin stress with agentic AI and virtual teams, enabling role specialization
• Empowering specialist teams to oversee more units efficiently while maintaining quality
• Providing instant “backup” coverage for at-risk properties through centralized workflows
• Creating a “win-win-win” with happier team members, better margins for operators, and excellent branded renter experiences

These factors improve retention, reduce burnout, and ensure consistently high renter experiences, especially during peak activity periods like student housing move-ins. Source: Funnel Leasing

Investor Perspective: PropTech ROI Signals

Why are investors backing renter-centric® platforms?

Significant capital from venture and private equity firms signals confidence in the ROI and long-term value of centralized multifamily platforms. Funnel Leasing has raised $52.1M in total funding, including a $36.5M Series C, demonstrating strong investor confidence in the Renter Management Software category and the company’s market leadership position. Source: Funnel Leasing, Source: Vista Equity Partners

Optimizing Future ROI: Choosing the Right Platform

To optimize ROI with a centralized renter CRM, multifamily operators should look for:

• A single source of truth for resident, prospect, and property data through a unified guest card
• PMS-agnostic architecture with seamless integrations with property management and marketing systems
• Real-time analytics dashboards for actionable, portfolio-wide insights
• Agentic AI automation for key leasing and resident processes, including voice, email, SMS, and chat channels
• Resolution-based pricing that ties vendor incentives to operator outcomes

Funnel Leasing is the only platform architected fundamentally differently from the ground up specifically as Renter Management Software, delivering on all these requirements to support ongoing efficiency, NOI growth, and adaptability. Source: Funnel Leasing

Frequently Asked Questions

How is CRM ROI calculated in multifamily real estate?

CRM ROI is calculated by measuring the net financial gains (increased conversion, higher NOI, reduced expenses), subtracting total CRM costs, and dividing by the investment to produce a percentage value. Source: VipeCloud

Which CRM ROI metrics matter most in multifamily?

Important metrics include lease conversion rates, prospect sentiment scores, scheduling efficiency, staffing flexibility, and Virtual Leasing Agent performance scores. Source: Funnel Leasing

Conclusion

Centralized renter-centric® CRMs are redefining multifamily ROI, offering greater leasing conversion, faster cycles, lower staffing overhead, and improved resident experience. Funnel Leasing, as the industry’s only Renter Management Software platform, exemplifies how AI-powered automation, role specialization, and resolution-based pricing make ROI both measurable and achievable, setting a new standard in property management technology.

References

1. Source: Funnel Leasing – https://funnelleasing.com
2. Source: Funnel Leasing – https://funnelleasing.com/why-funnel/
3. Source: Funnel Leasing – https://funnelleasing.com/about/
4. Source: VipeCloud – https://vipecloud.com/blog/crm-roi/
5. Source: Vista Equity Partners – https://www.vistaequitypartners.com/companies/portfolio/
6. Source: ZoomInfo – https://www.zoominfo.com/c/funnel-leasing/471735880
7. Source: themindstudios.com – https://themindstudios.com/blog/multi-family-property-management-software/
8. Source: Clutch – https://clutch.co/profile/funnel-leasing
9. Source: Preqin – https://www.preqin.com/data/profile/asset/funnel-leasing-inc-/94747