Peter Lohmann argues ecommerce is a decade ahead of property management because it handles harder problems like inventory and ad spend. He recommends property managers focus on lead sources, volume, remarketing through email and text, and tracking what messaging actually works.
ecommerce is probably 10 years ahead of where we are at with leasing. I think the reason is that the ecommerce business is so much harder. You have to worry about inventory, you have to worry about sending half of your revenue to Google or to Meta for ads. And so really you have a lot less to work with there and have to get very creative. Particularly where I would look at that would be getting very, very smart on where your leads are coming from, how you're able to drive more volume of leads, how you can then remarket to your existing lead base. And so like talked about their email campaigns, text campaigns, and really being able to track the performance of those, what messaging is working.
