Whether you're an industry professional or a tech enthusiast, this podcast series offers a rare glimpse into the minds of two thought leaders shaping the future of multifamily housing.
Join Kerry W. Kirby and Jimmy Lancaster, the masterminds behind the Multifamily Tech Gurus Podcast Series, as they explore one of the most persistent challenges in apartment marketing: determining where a renter actually came from. Today's renter journey can span search engines, listing services, social media, Google Maps, AI platforms, property websites, reviews, and repeated visits before a prospect ever submits a lead. Yet many multifamily organizations still attempt to assign that entire journey to a single lead source.
In this episode, Kerry and Jimmy examine why modern attribution is becoming both more sophisticated and more difficult. Privacy settings, browser restrictions, cookies, cross-device activity, embedded forms, and disconnected technology can prevent almost any tracking system from capturing every interaction. At the same time, relying on renters to select how they found a community from a long dropdown menu introduces another problem: human memory. Automated attribution may not capture every touchpoint, but it can provide a far more objective picture of digital behavior than asking prospects.
Kerry and Jimmy’s Words of Wisdom: “Lead attribution has never been perfect, and today's renter journey makes it even more complicated. Privacy settings, browsers, multiple devices, search, social, AI discovery, and repeated website visits can all create gaps in the digital trail. But asking a renter to remember that entire journey and choose one source from a dropdown isn't necessarily more accurate. The goal shouldn't be giving one channel all the credit—it should be understanding how multiple touchpoints work together to influence the decision.”
Resources: Maximize Productivity with Automation and AI-Copilot Capabilities
Kerry W. Kirby is an American entrepreneur, technology innovator, and philanthropist. He is the founder and CEO of 365 Connect, the leading innovator in AI-driven marketing, leasing, and resident engagement platforms for multifamily communities across the globe. Executing on a progressive vision of creating leading-edge products and services, Kerry has led 365 Connect to win more technology awards than any other company in his home state, as well as the industry he serves.
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Jimmy Lancaster is one of the most well-known engineers on the Silicon Bayou, specializing in custom software development. He specializes in building high-performance teams that deliver results and exceed expectations. He is the Chief Product Officer of 365 Connect, a global leader in providing the most advanced automated marketing, leasing, and resident engagement platform for multifamily housing communities.
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