We’re used to seeing “Property Website” or “Web” as the first lead source in our property management systems, but where are these leads coming from? What pages do prospects click on? What key words did they search? Do they bounce after certain pages? How much do we pay for ads? And how effective are these ads? This is why you need to combine Google Analytics and Yardi!
We are often too bogged down in calculating lease conversion rates to figure out the answers to these questions. However, understanding lead traffic behavior before the tour is critical. By analyzing web traffic data, you will know what online strategies keep vacancies low at what marketing spend.
Let’s explore how to combine Google Analytics with Yardi for lead to lease analysis.
Steps to use Google Analytics with Yardi Data
- Tag all of your property websites with a GA4 Google analytics tag manager and let Google do what it does best.
- Set up Google Search Console for your properties to start collecting data on the keywords being searched and how people are finding your properties. Pro-Tip: Check out our post on how to use ChatGPT in Real Estate to super charge your keyword marketing process.
- Start collecting and storing Google Analytics data. You will need to use a third-party tool or build your own using Google’s API. This data refreshes nightly on Google, so there’s no need to run this process more than once a day.
- Get your Yardi data! Check out our guide on working with Yardi data or send us a message.
- Map the two worlds together. You will need to link your Google GA4 property ID to your Yardi property ID. You can do this manually or automatically. We suggest the latter, as that’s how we do it too!
- Get to analyzing! You now have a complete data picture from start to finish on how many customers searched for a “two bedroom in Jacksonville,” when tours happened, and when the prospect turned into a lease.
Want to take your skills to the next level? By mastering Facebook pixels, Google tracking cookies, and UTM tagging, you can track a prospect’s journey from search to lease signing. It’s a game-changer for property managers. While we will delve into this topic in a later post, for now, focus on getting your tracking system set up. And if you need a helping hand, don’t hesitate to reach out. Our team is here to support you every step of the way.
Google Analytics and Yardi: Taking Lead to Lease to the Next Level