The challenge
Two agencies managed the portfolio. Each one used its own tracking setup and its own reports, so there was no single view of results. Leadership could not see spend, leads, and leases across all properties in one place, or tell which campaigns produced leases.
What we did
- Became the client's independent oversight layer. We pull the account data ourselves, find the problem, and give the agency that owns it a specific fix request.
- Reviewed the architecture for one universal tracking container that replaced the separate setups. It went live in August 2026 under one set of tracking standards.
- Built a performance dashboard for 98 properties, with an agency filter, PDF and CSV export, and lead-to-lease rates from the leasing system.
- Wrote monthly executive reports that flag tracking problems by property, so leadership does not read a broken tag as a change in demand.
- Traced attribution failures on the third-party application platform. In 30 days, more than 3,000 application events went to the portfolio site and not to the property that earned them. We gave the owner of the fix the exact change.
The result
The client now has one source of truth across both agencies. Each tracking problem is documented with a specific fix request. The client also uses us for SEM budget planning, and asked us to check all accounts after its website migration.
Why this matters for multifamily
One broken tag or one bad setting can change your cost per lead, and nobody sees it. Independent oversight finds these problems early, before they change your budget decisions.
Client name withheld. Figures come from client accounts.