Five Ways to Use Data to Maximize Marketing ROI
- Annette Valle
- Mar 28
- 3 min read
Updated: 6 days ago
In today's competitive Western real estate market, property owners and managers who rely solely on intuition to guide their social media and digital marketing decisions are leaving significant leasing opportunities on the table. While industry experience is valuable, the most successful multifamily professionals are turning to data analytics to inform their strategies and maximize return on investment.
As the founder of a social media agency specializing in the multifamily industry, I've seen how shifting from gut-based decisions to data-driven strategies can transform marketing performance. Here's a framework for identifying which metrics actually drive leasing results in Western markets.
Five Data-Driven Strategies for Western Property Marketers
1. Track the Complete Social Media Journey
The path from social media engagement to signed lease isn't always straightforward. Smart operators implement methods to understand which social channels are actually driving prospects to their door, not just generating clicks or follows.
2. Focus on Conversion Metrics That Matter
While follower counts and engagement rates are easy to track, they don't directly translate to revenue. The most successful property marketers focus on metrics that connect directly to their bottom line – those that show which efforts are actually driving tours and leases.
3. Optimize Social Ad Spend Based on Performance
Social advertising provides real-time performance data that allows for continuous optimization. The most successful operators regularly analyze which campaigns deliver quality leads at the lowest cost, then reallocate budget accordingly.
4. Use Social Listening for Competitive Benchmarking
Understanding how your property's social performance compares to competitors provides valuable context for setting goals and evaluating success. Monitoring competitors' social presence can help you identify opportunities to differentiate your property in the marketplace.
5. Use Platform Analytics to Refine Content Strategy
Each social platform offers unique analytics that can inform your content strategy. By analyzing which post types, topics, and formats generate the highest engagement and conversion rates, you can refine your approach for maximum impact.
Case Study: Data-Driven Success with Influencer Marketing
A luxury apartment community in the Western U.S. partnered with Social Kapture to implement a custom influencer marketing campaign based on performance data. After analyzing their marketing analytics, we identified a significant opportunity to leverage influencer partnerships to showcase the community's unique lifestyle and premium amenities.
Our data-informed strategy involved collaborating with a carefully selected local influencer with authentic connections to the community's target demographic. This approach moved beyond traditional advertising to create compelling, shareable content that resonated with prospective residents.
The results validated our data-driven approach:
The campaign's top-performing content generated over 2,300 plays, 480+ likes, and numerous comments
Qualified leads increased by 15% compared to previous campaigns
Cost per lease acquisition decreased by 22%
Overall campaign ROI improved by 30%
The success of this campaign demonstrates the power of our Custom Influencer Marketing service, which combines data analytics with strategic influencer partnerships to create content that drives measurable leasing results.
Implementing Data-Driven Social Marketing
Implementing a data-driven approach doesn't require complex systems or specialized expertise. Start by ensuring consistent lead source tracking, using platform analytics tools, and regularly reviewing performance data to identify trends and opportunities.
At Social Kapture, our SK Dashboard simplifies data-driven decision-making for property marketing teams, helping them identify which strategies are delivering the best results and where adjustments are needed.
By committing to following the data rather than instinct, Western multifamily marketers can significantly improve their social media ROI and achieve better occupancy rates, often with the same or lower marketing budget.
About France Media: France Media publishes 15 commercial real estate-oriented magazines, as well as six websites and 11 e-newsletters, including the family of regional Multifamily & Affordable Housing Business magazines and national newsletter. France Media's conference division, InterFace Conference Group, produces national, regional and local conferences, which offer educational and networking opportunities to commercial real estate professionals active in the multifamily, affordable housing, student housing and seniors housing sectors, as well as retail, office, industrial and medical office/healthcare sectors.
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