MHN Executive Council: How to Evaluate Your Media Investments
Tips for checking the impact of photos, virtual tours and more.
You might have virtual tours or professional photos on your website, but are you getting any return on them? The MHN Executive Council shares how they evaluate the impact of these media investments.
Picture Perfect
A picture is worth a thousand words. We invest heavily in top-quality professional photography often sharing the cost with the developer so we both can take advantage of their use across multiple platforms. We measure success by their versatile and frequent use, as well as their ability to convey who we are and what we do.
While beautiful to look at, our images first and foremost communicate our expertise and results. We use them throughout our website and portfolio, for PR, award nominations, proposals and on social media. Often they serve as a reference point for showcasing how we solved a particular problem such as unique geometry of space, increasing multifunctionality or creatively responding to target demographics. —Mary Cook, President, Mary Cook Associates
Data Driven
We evaluate the impact of our media investments by focusing on data-driven analytics that align with the renter journey, such as lead generation, conversion rates and engagement metrics. Advanced tools, including CRM integrations, analytics platforms and heatmaps, allow us to track how prospects interact with our media. Additionally, resident app usage data and satisfaction surveys provide insights into how well our media reflects the actual resident experience. By combining these analytics with qualitative feedback, we continuously refine our strategies to ensure our media investments deliver measurable results and effectively support leasing and retention success. —Jordan Kavana, Founder & Chairman, ARK Homes for Rent
Helping Prospects
The impact of our media investments, such as photos and virtual tours, is reflected in pipeline engagement and overall success. These media assets are integrated across nearly every digital channel and play a critical role in enabling prospects to make informed decisions—often even site-unseen. Essentially, they serve as the advertisement themselves; without strong visual assets, pull-through from ad sources would diminish significantly. We focus on providing comprehensive photography and virtual tours that capture both glamorous amenities like pools and rooftop decks, and functional spaces such as dog washes and fitness centers. Additionally, we cover every resident unit type and have invested in interactive maps so prospects can visualize unit locations within the community. By helping prospects fully envision themselves living in our communities, we drive stronger interest, more tours and ultimately, higher conversion rates. —Jim Love, Vice President of Marketing & Brand, Draper and Kramer
KPIs for the Win
Start by clearly defining your goals for these investments, such as improving occupancy rates, boosting resident satisfaction, or increasing brand awareness for a new community. Then, monitor key performance indicators (KPIs) like engagement rates, lead generation, and conversion metrics to evaluate success. You can also collect feedback from residents and potential renters to understand how these media assets impact their decision-making. Additionally, review web traffic and social media interactions to assess the online performance of these materials. Finally, compare the results to your initial goals to evaluate overall effectiveness. —Stephanie Anderson, Senior Director, Grace Hill
Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.
