GAPS Analysis

Step one is digging for data.

• What services and tools make up your marketing and leasing stack?

• Where are you getting the most accurate metrics on each marketing service and initiative?

• What data do you have available for each level of your marketing and sales funnel?

• What do you have available for leasing-performance markers (e.g., mystery shops, CRM data, closing ratios)?

Step two is reviewing findings and drawing insights.

• What are the trends, patterns, and anomalies in the data?

• How are prospects interacting with your website and digital content?

• What are (and should be) your benchmarks and averages for key metrics?

• What is your approximate cost per lead and lease on every marketing source?

• What KPIs should you focus on for your leasing and marketing needs?

Step three is creating a forecast based on the current data.

• What will the next 6-12 months look like if you make no changes?

• How does that compare to where you want to be with occupancy and budget?

• How does the current year compare with historical data?

• What variables should be accounted for in predicting future trends?

You’ll get a detailed and transparent report outlining strategy recommendations, benchmarks, source scoring, and recommendations for success.

• What is working well?

• What has potential but needs improvement?

• What should be reconsidered?

• What is a healthy range for each KPI?