1. An Apartment Industry Overview Presented by Jon Tull eREI & Lead2Lease™ 805-777-8812 Lead Management

2. Lead Management Methods (Internal to Company) Emails and phone calls sent to property or voice mail after hours Emails and phone calls sent to property or voice mail after hours Emails and / or phone handled by “Internet specialist” in management company Emails and / or phone handled by “Internet specialist” in management company Email and phones handled by call center in company Email and phones handled by call center in company Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ On-site Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ On-site Internal Call Center On-site Problem - 45% of apartment phone calls are missed or roll to voice mail. 1 Less than 25% of email inquiries are responded to within 72 hours – but is improving. 2 (1 CallSource, 2 multiple sources- range of answers) Problem – The typical online session for an apartment seeker ranges from 11 to 17 minutes. 3 Manual responses to emails are too slow – user is already off line. (3 Various ILS companies, generalized answers) Problem – No “passion” or experience with property or market – the call center staff does not know the property nuances and struggles to persuasively articulate property benefits

3. Lead Management Methods (External to Company) Emails and phone calls sent to third party provider, particularly after hours Emails and phone calls sent to third party provider, particularly after hours Emails answered automatically with a “vacation message” or answer phone calls with a message service Emails answered automatically with a “vacation message” or answer phone calls with a message service Email answered with automated “human” response Email answered with automated “human” response Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Vendor “Someone will call you soon.” Respond to inquiries and sell benefits Progression reflects “the need for speed” …without sacrificing customer contact quality

4. Lead Management Methods (External to Company) Emails and phone calls sent to third party provider, particularly after hours Emails and phone calls sent to third party provider, particularly after hours Emails answered automatically with a “vacation message” or answer phone calls with a message service Emails answered automatically with a “vacation message” or answer phone calls with a message service Email answered with automated “human” response Email answered with automated “human” response Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Email Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Vendor “Someone will call you soon.” Respond to inquiries and sell benefits Problem – Not a passionate seller or experienced with the property or market. Email response times are 3 hours at a minimum – too slow to capture user online. Problem – Canned email “vacation message” response that “someone will contact you shortly” and message service call responses are not particularly helpful. Problem – Cannot replace a human email response for fluid speech or the range of responses that a person could provide.

5. Lead Management - Industry Statistics & Notes Leasing agents mention community amenities 17% of the time. Call Source Leasing agents mention community amenities 17% of the time. Call Source Other than providing price, leasing agents mention the benefits of community amenities 4% of the time. Call Source Other than providing price, leasing agents mention the benefits of community amenities 4% of the time. Call Source Many management companies have “company policy” email response times ranging from 1 – 4 hours but few are able to deliver on this goal. Many management companies have “company policy” email response times ranging from 1 – 4 hours but few are able to deliver on this goal. Poor lead tracking sophistication results in poor media buys and little accountability from marketing channels. Poor lead tracking sophistication results in poor media buys and little accountability from marketing channels. Online only apartment web sites provide between.7 and 1.2 leases per month. Online plus print marketing provides between 1.6 to 3.4 leases per month. Various ILS companies with generalized conclusions Online only apartment web sites provide between.7 and 1.2 leases per month. Online plus print marketing provides between 1.6 to 3.4 leases per month. Various ILS companies with generalized conclusions Lead handling processes (voice mail to email auto responders to call centers) that simply capture resident requests and respond to leads will improve lead to lease conversion rates. Lead handling processes (voice mail to email auto responders to call centers) that simply capture resident requests and respond to leads will improve lead to lease conversion rates.

6. Homestore (Rentnet) ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Apartment Guide ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Apartment Finder ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Apartments.com ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ For Rent ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Homestore (Rentnet) ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Rent.com ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Company Website ~~~~~~~~ ~~~~~~~~ ~~~~~~~~ Email / Phone Lead Sources Step 1 – Respond to Lead Immediately Step 2 – Call Back ASAP Step 3 – Track Success & Failure The speed and quality of your community’s response has everything to do with your lead to lease closing ratio. Phone Leads ~~~~~~~~ ~~~~~~~~ ~~~~~~~~

7. Lead Management Tool Providers Tool TypeDescription Call CenterSeveral alternatives are available, ranging from in-house (Internet specialists and dedicated call centers) to outsourced service providers (ex. Message Pro, RealPage) Email ResponseOptions range from in-person email responses (eLeasing Solutions), “vacation message” auto responses, static marketing message email responses (WinVisible & features built into most email systems) and contextual auto responders (ex. Lead2Lease) Phone Tracking Call Source and Who’s Calling provide summaries of their call traffic and recordings of individual calls. Automated phone tracking (ex. Call Source, Who’s Calling, Lead2Lease) Generic Lead TrackingAll property management systems provide basic lead data entry. Advanced systems include “lead failure” management and better lead life cycle management (ex. Yardi, RealPage)

8. Lead Management Summary Lead management is a hot topic and vitally important for property managers. Lead management is a hot topic and vitally important for property managers. First rate training and in-person responses to leads is the best way to interact with resident prospects. First rate training and in-person responses to leads is the best way to interact with resident prospects. If time and resources do not allow for more staffing, choosing a lead management technology tool can bridge the resident lead response and marketing analysis gap. If time and resources do not allow for more staffing, choosing a lead management technology tool can bridge the resident lead response and marketing analysis gap.