How are Top and Bottom Sources ranked in Channel Analysis?

Channel Analysis Source rankings are useful for determining which sources are performing best and worst across a variety of important criteria, from volumes and conversion rates to resident acquisition cost and ROI.

Understanding your Top and Bottom Sources in this comprehensive way can help you decide how to adjust and re-allocate budget, and plan for the future.

Here’s how Top Sources are ranked, across all of the following 4 criteria:

• By Channel Volumes
  1. Highest number of New Leases
  2. Highest number of Approved Leases
  3. Highest number of Leads
• By Channel Conversion Rates
  1. Highest Leads to New Leases Conversion Rate
  2. Highest Approved Leases to New Leases Conversion Rate
  3. Highest New Website Visitors to Leads Conversion Rate
• By Channel Cost Per
  1. Lowest Cost per New Lease
  2. Lowest Cost per Approved Lease
  3. Lowest Cost per Lead
• By Channel Revenue and ROI
  1. Highest Projected Marketing Return
  2. Highest Projected New Lease Revenue
  3. Highest Avg. Gross Rent per Mo

Here’s how Bottom Sources are ranked:

• By Channel Volumes
  1. Lowest number of New Leases
  2. Lowest number of Approved Leases
  3. Lowest number of Leads
• By Channel Conversion Rates
  1. Lowest Leads to New Leases Conversion Rate
  2. Lowest Approved Leases to New Leases Conversion Rate
  3. Lowest New Website Visitors to Leads
• By Channel Cost Per
  1. Highest Cost per New Lease
  2. Highest Cost per Approved Lease
  3. Highest Cost per Lead
• By Channel Revenue and ROI
  1. Lowest Projected Marketing Return
  2. Lowest Projected New Lease Revenue
  3. Lowest Avg. Gross Rent per Mo

Quick Notes:

• In the Channel Analysis default view (listing Sources with budgeted expenses, and missing expenses), Sources that don’t have budgeted expenses added will be ranked lower because they won’t have ‘points’ for Cost Per or ROI values. One way to resolve this is by adding budgeted expenses to all or most sources, even if the value is $0.
• Another way to resolve this issue is to apply an ‘Expenses’ filter. The filter, located above right of Rankings, will filter Sources for ‘apples-to-apples’ Source rankings. Learn more about the Expenses filter.
• Sources with $0 entered as budgeted expenses that have generated rent revenue will show an ‘infinity’ symbol as their Projected Marketing Return value. This is the highest and best result in both sorting and ranking Projected Marketing Return.

We hope these rankings are useful in your marketing strategy and planning decision-making!