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Data Deception: How Attribution Models Distort Marketing ROI

Join Kerry W. Kirby and Jimmy Lancaster, the masterminds behind the Multifamily Tech Gurus Podcast Series, as they expose the hidden flaws inside today’s lead attribution models—and the costly decisions they drive. In an industry obsessed with dashboards and reports, multifamily operators are often making high-stakes marketing investments based on incomplete, oversimplified, or outright misleading data.

This episode breaks down how last-click attribution, siloed platforms, and disconnected renter journeys distort true marketing ROI. Kerry and Jimmy explain why channels such as SEO, reputation, organic discovery, and long-tail engagement are routinely undervalued, while others are overcredited simply because they appear last in the funnel.

Kerry and Jimmy’s Words of Wisdom: “Bad attribution doesn’t just misallocate spend—it rewrites strategy, rewards the wrong vendors, and creates confidence in data that was never telling the full story. In today’s world of AI-powered discovery engines and fragmented renter journeys, attribution models built for clicks and last-touch credit are outdated. As search evolves beyond blue links into answers, content-generating websites have become the most valuable asset in your entire marketing stack.”

Resources: Relentlessly expand your digital footprint to dominate search.