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Data Overload: How to Slice, Dice, and Act on What Actually Matters

Join Kerry W. Kirby and Jimmy Lancaster, the masterminds behind the Multifamily Tech Gurus Podcast Series, as they explore the rising challenge of data overload and how too much information can cloud judgment, distract from key objectives, and lead to analysis paralysis that creates a culture of hesitation rather than action.

In this episode, Kerry and Jimmy unpack the difference between vanity metrics and actionable insights, and how operators are buried under layers of analytics that often feel more confusing than helpful. They challenge the industry’s over-reliance on outdated or misleading metrics like bounce rates, time on page, and sessions as a measurement of success. The duo explains why operators need to move beyond chasing flashy numbers and instead focus on aligning their data strategies with meaningful business outcomes—like lead generation, tour activity, and lease conversion efficiency.

Kerry and Jimmy’s Words of Wisdom: "The problem isn’t that we don’t have enough data that we’re measuring the wrong things. Operators are spending too much time chasing metrics that look good on a dashboard but don’t drive leases or revenue. When you stop obsessing over bounce rates, page views, and other vanity stats—and start focusing on lead quality, tour-to-lease ratios, and true conversion points, that’s when your data becomes a competitive advantage instead of a distraction."

Resources: Reinvent Operational Performance to Maximize Efficiency