1. Measuring Performance It’s worth your Time! Jamie Clymer

2. Learning Objectives  Better understanding of how Listing Syndication works  Better understanding of how to track your overall marketing effectiveness

3. Listing Syndication Who isn’t doing it?  All ILS’s, Software Company’s, MLS, New Company’s etc.  Does it ever become just a bit confusing? How does it Work?  99% of time listing data resides in a “free” capacity  Or company that invests the most wins!

4. 4 Key Questions I.Does the listing syndication company measure each individual feed providers leads and visitor traffic? II.How do the listing syndication partners update data on their site? III.Direct or Secondary? IV.Paid or Free?

5. I. Performance measurement? Who is actually driving leads and visitors w/in the providers?  Typically a 80/20 rule exists where 80% of the leads come from 20% or less of the sites Who gets credit for the lead, the partner or the listing syndication company?  Many companies try to avoid this question, but the reality is if you are going to charge for these services, you should be able to convey the individual lead sources

6. II. Site Updates How often is the feed sent - real time, daily, weekly etc.?  This is very important to know so that the most updated information, pricing and properties are available to be reviewed by potential renters at all times How do you ensure that property data is current on partner sites?  Hotpads accepts feeds from 370 + providers, one of the biggest challenges we face is providers that don’t update their data regularly

7. III. Direct or Secondary? Many partner sites within a syndication network are not direct feeds, so the scenario typically goes like this… Because I feed to company “X”, my data is then fed to company “Y” and “Z” based on a relationship company “X” has with companies “Y” & “Z” …and for every degree of separation from the original source feed, data becomes harder to track and potential problems will occur with property information being outdated

8. IV. Paid or Free? How many feeds are Paid vs. Free? This gets at the quality of the feed and the amount of leads produced Of the Paid feeds, how does the partner site monetize with you? Pay-per-lead or pay-per-listing models are fairly standard, so the partner that pays the most will receive preferential treatment What is the property visibility on “Paid” partner sites? In addition to who pays the most per property, the other “gotcha” can be the partners overall budget

9. In Review…  If you are paying to syndicate data as a “product” (through a software provider or additional business) ask to understand the results by provider, it is what you are investing in.  Shot gunning data to multiple sites does not necessarily drive results, specifically if the data resides as a “free” product on the these sites.  Make sure you understand how data is handled and updated to syndicated sites, outdated data can cause problems for your property managers and company.

10. Tracking Performance ILS “A” ILS “B” 600 $2.00 100 $6.00 10 Leases $120 60 to 1 5 Leases $120 20 to 1 $1,200 $600 Monthly Investment Leads/Month Effective Rate/Lead Leases/Month Effective Rate/Lease Lead to Lease Option A or B?

11. In Review…  Looking at marketing advertising, in order to effectively gage an ILS’s overall effectiveness it is mission critical to track all they way to “Lease.”  At a minimum, hold your ILS’s accountable for communicating their monthly email and phone lead results in order to look at your overall investment based on the “Effective Rate/Lead”.  Speak with your software providers and ILS’s on how they can help you in understanding and tracking their overall marketing performance to save MONEY!