Analytical Values for ROI

Currently, the average for no response to a website inquiry is at 40% nationwide, based on our benchmark report. This is greatly improved from 49% nearly a year ago. It reflects improvement in training and the use of mystery shopping to keep leasing teams focused on important leads and measure performance and follow up.

The majority of responses (60%) are received in the first 0-3 hours. The next highest (15%) is in the 3-8 hour timeframe. It works out that if a property is going to respond, it will most likely be in that 0-3 hour timeframe or not at all. Message content scores of nationally approved set of criteria (5 key points) are at 41%. The criteria most missed in the responses are: 1. The leasing agent fails to make it known when they are available. 2. They do not ask for the preferred method of contact (email, phone, mail, etc.)

Net Mystery Shops are successfully used for contests with prizes or bonuses going to those with the best scores. Recently a leading management company gave a trip to Vegas and all but one of their 23 properties responded. In addition, the results can be used as part of individual employee performance reviews for tracking poor performance or providing that excellent work does not go unnoticed.

Current Net Mystery Shopper^SM accounts are receiving critical, valuable, and sometimes “eye-opening” information evaluating onsite teams’ ability to convert a website inquiry into a potential resident. The increase shown in response percentages nationally is a clear sign that management companies and onsite teams are realizing the importance of web-based leads. Net Mystery Shopper^SM provides the tools to measure this growth in awareness.