Data is essential to a marketing strategy. The problem is where it lives. Most multifamily marketing data sits in several systems, so pulling all of it together to audit a portfolio or a single asset is close to impossible. On this episode of the Digible Dudes podcast, Elizabeth Braman, CEO of Revolution RE, talks about a business intelligence platform built for apartment portfolios and the data standardization work underneath it.
The conversation covers the full procedure of standardizing data, what it could do for the real estate business, the risks and challenges, and where the work goes next.
Every marketing channel is its own system with its own report. Listings live in the internet listing services. Website traffic lives in analytics tools. Paid campaigns live in the ad platforms. Leads and tours live in a CRM or call-tracking tool. The signed lease lives in the property management system. One prospect crosses all of them, and no system holds the full path.
An audit asks which spend produced signed leases, at which asset, in which period. Answering that means joining records from every one of those systems by property, unit type, and date. When each system stores and describes the records differently, the join is manual work.
So most teams audit one property when a problem is already visible and skip the rest. A portfolio view never forms. Consistent portfolio reporting depends on closing that gap, because a report is only as complete as the data behind it.
At 17:33 she walks through the first step, the last step, and what comes between. In broad terms there are four parts.
Connect to each system where records live instead of asking teams to export and re-key them. Any available source is in scope, including the operational and financial systems the marketing numbers will be compared against.
Each source names and formats the same thing differently. A lead, a tour, a unit type, and a move-in date each get one agreed definition, so a record from one system means the same as a record from another.
Standardized records have to reconcile back to the systems they came from. That’s what makes the combined view trustworthy enough to base a spending decision on.
The last step puts everything in a single environment where a portfolio or a single asset can be audited without chasing records through several systems. That’s the job of a business intelligence platform built for rental property portfolios.
The mechanics of moving property data through those steps are in our overview of the ETL and standardization process.
A portfolio audit becomes routine. Assets get compared against each other on the same definitions. The same holds for operational and financial data, which the platform standardizes alongside marketing. It’s unglamorous infrastructure work, and the payoff shows up in every decision made on top of it.
On Anchor, under Proptech Talk with Revolution RE. The time stamps above refer to that recording.
It collects information from any available source, standardizes it across an operator’s systems, and delivers analytics and insights through a business intelligence platform designed for apartment complexes and other rental property portfolios.
Marketing, operational, and financial data standardized into one environment turns a portfolio audit from a project into a report.
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