Each month, The Allocator analyzes leasing performance across your portfolio and generates a recommended marketing spend for each property. Recommendations are driven by a weighted algorithm that accounts for where each property stands relative to its occupancy goal.
Your role
Review the recommendation and the reasoning provided for each property. Submit your approved total, or adjust it and add a note if you're deviating more than 20% from the recommendation.
Channel allocation
The total approved spend is distributed across channels (Google, Meta, Geofencing, and others) by the algorithm. Your Account Manager reviews and finalizes the split before budgets are activated.
Urgency tiers
Critical and High properties are below leasing pace and receive elevated support. Stable and Maintenance properties are on track or above goal. Tier is the primary driver of recommended spend level.
What the algorithm considers
Recommendations are built from marketing and operations statistics pulled from the Operations Weekly Summary, Union CRM, Google Analytics, Google Ads, and more, covering leasing activity, ad performance, and conversion health across the prior 8 weeks.
Occupancy & LT Net Occ
Physical occupancy and estimated 60-day occupancy based on current renewals and new leases. The gap between these two signals pricing or retention pressure.
Pace to goal
Leases needed to reach 93% occupancy divided by average weekly net rentals, showing how many weeks at current pace to hit the stabilized target.
Lead & tour volume
8-week average weekly leads and tours, plus lead trend (last 4 vs. first 4 weeks) to detect whether demand is improving or declining.
Conversion rates
Lead-to-tour and tour-to-lease rates benchmarked against peers at the same property stage. Weak conversion signals an operations gap, not a spend gap.
Prior approved spend
Last month's approved total is used as the baseline. The algorithm scales up or down from there based on current performance signals.
Call answer rate
A low call answer rate flags a missed-lead risk. Used as a modifier: properties with poor call handling may see reduced spend recommendations.