Peggy Hale is the Director of Sales and Marketing at Morgan Properties in King of Prussia, Pennsylvania. Like a Texas Ranger, she works without backup as the sole corporate marketing staffer.  In 2007, when Morgan doubled in size from 16,000 units to 32,000 units in a single acquisition, the company decided to put a heavy emphasis on operational best practices.  With a doubled workload, Peggy needed scalable help to manage their customer relationships and to collect the necessary data to understand which marketing efforts improved NOI.


“Morgan Properties decided to hire Level One‘s leasing call center to handle 100% of our sales calls” says Hale.  “All traffic is sent directly to their marketing lead management specialists.”  From early data, Morgan Properties found out:

  • That 85% of renter prospect traffic came from Internet sources
  • By taking calls at all hours, not just during business hours, captured leads increased by 35%
  • Accurate data helped them understand what type of media worked best in each market
  • They were able to save $300,000 per year by optimizing and re-allocate their advertising spending in just four markets


Right now, times are tough for multifamily and the stakes are high.  As a result, everyone connected to marketing should consider using these two principles to guide their marketing efforts:

  • Marketing should be statistically or objectively measured and managed.
  • Use marketing data to drive incremental revenue by bringing in more renters on the margins.


Join us at the AIM 2009 Conference where Peggy Hale will be presenting a case study on Morgan Properties’ experience, and discussing how a call sales center helped the marketing efforts of a single person can create significant yield.

Need to know more about generating revenue through marketing (and everything else online)?  The AIM Conference is your event.  April 29 – May 1, 2009 at the Denver Marriott City Center.  Hurry, the early registration is only $525, but it ends on December 31.


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