Multifamily operators and property managers are always struggling with lead-to-lease tracking; especially now, when Internet marketing plays such a key role in the promotion of properties. Just what leads are coming from Internet listing services (ILS) providers? What do all these “clicks” mean? How accurate are these numbers from the ILSs?

Mark Juleen, vice president and director of marketing and training of Indiana-based J.C. Hart Co., shook things up when he posted a video questioning the Rent.com‘s lead tracking on industry blog sites including theapartmentnerd.com and multifamilyinsiders.com. (Responses from Peggy Abkemeier, president of Rent.com are included on the blogs.)  A recent article from Multifamily Executive takes a look at this debate and Juleen’s questioning of ILS practices. ILS pricing and reporting methodologies are being put under the microscope as multifamily operators struggle to fully understand the leads ILSs are charging back as part of their normal billing cycle.