Applicants → Approved → Signed → Moved-In
SF · trailing 90 days
Top-of-funnel through move-in. Conversion drops at each step quantify where leases are won and lost. Screening drag — units repeatedly attracting denied/canceled apps with no approvals — is surfaced as a separate operational queue.
The full conversion path
applicants → approved → signed → moved-in
Volume at each milestone — where the funnel narrows
Funnel rate over time
v_marketing_funnel
Applicants vs signed vs move-ins
| Month | Lead Source | Applicants | Approved | Denied | Canceled | Signed | Moved In | % Apprvd | Avg Asking | Avg Achieved | Avg DTL |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2026-06 | Property Website | 0 | 0 | 0 | 0 | 0 | 2 | — | $2,570 | $2,570 | 2.6 |
| 2026-05 | Property Website | 19 | 7 | 4 | 5 | 7 | 10 | 36.8% | $2,280 | $2,266 | 4.3 |
| 2026-05 | Other | 3 | 2 | 0 | 0 | 2 | 5 | 66.7% | $2,808 | $3,245 | 0.6 |
| 2026-05 | Zillow | 3 | 1 | 2 | 0 | 1 | 4 | 33.3% | $1,708 | $1,708 | 3.5 |
| 2026-05 | Facebook.com | 1 | 1 | 0 | 0 | 1 | 1 | 100% | $2,295 | $2,295 | 4.4 |
| 2026-05 | Referrals | 1 | 1 | 0 | 0 | 1 | 1 | 100% | $2,345 | $2,345 | 4.5 |
| 2026-05 | Craigslist | 0 | 0 | 0 | 0 | 0 | 1 | — | $3,195 | $3,195 | 2.4 |
| 2026-04 | Property Website | 12 | 9 | 2 | 1 | 7 | 7 | 75% | $2,945 | $2,944 | 3.0 |
| 2026-04 | Other | 3 | 2 | 0 | 1 | 2 | 1 | 66.7% | $4,495 | $4,495 | 4.7 |
| 2026-04 | Zillow | 3 | 3 | 0 | 0 | 3 | 0 | 100% | — | — | — |
| 2026-04 | Craigslist | 1 | 1 | 0 | 0 | 1 | 1 | 100% | $5,595 | $5,495 | 3.2 |
| 2026-04 | Referrals | 1 | 0 | 0 | 1 | 0 | 0 | 0% | — | — | — |
| 2026-04 | Apartment List | 0 | 0 | 0 | 0 | 0 | 1 | — | $2,395 | $2,395 | 5.4 |
| 2026-04 | Corporate Website | 0 | 0 | 0 | 0 | 0 | 1 | — | $3,695 | $3,695 | 2.9 |
| 2026-04 | Zumper | 0 | 0 | 0 | 0 | 0 | 1 | — | $4,395 | $4,395 | 3.0 |
Per-channel yield + concession leakage
v_channel_yield · trailing data
Which channels are producing keys
| Lead Source | Move-Ins | $ Leased | Avg Asking | Avg Achieved | Concession Δ | Avg DTL | Apps Dropped | Apps Total | Drag % |
|---|---|---|---|---|---|---|---|---|---|
| Property Website | 15 | $39,630 | $2,652 | $2,642 | -0.4% | 3.8 | 12 | 25 | 48% |
| Other | 4 | $11,910 | $3,083 | $2,978 | -4.1% | 14.4 | 1 | 5 | 20% |
| Zillow | 3 | $5,185 | $1,728 | $1,728 | 0% | 2.9 | 3 | 7 | 42.9% |
| Facebook.com | 1 | $2,295 | $2,295 | $2,295 | 0% | 4.0 | 0 | 1 | 0% |
| Referrals | 1 | $2,345 | $2,345 | $2,345 | 0% | 4.5 | 0 | 1 | 0% |
Concession Δ = avg(achieved − asking) / asking. Negative = leakage. Zillow leads channels with −5%+ leakage; revisit asking strategy or pre-qualify those leads tighter.
Drag % = (Denied + Canceled) / total applications. >40% suggests channel attracts unqualified leads or has friction in the application step.
Units repeatedly attracting Denied / Canceled apps · 0 approvals
these are operational issues, not pricing issues
Units with ≥2 denied/canceled and zero approvals — most apps first
| Property | Unit | Apps | Denied | Canceled | Approved | First App | Last App |
|---|---|---|---|---|---|---|---|
| 765 Geary | 203 | 2 | 1 | 1 | 0 | 2026-05-09 | 2026-05-09 |
Other — 2026-05
2 move-ins
| Property | Unit | Type | Tenant | Move-In | Asking | Achieved | Δ $ | Δ % | Source / Agent |
|---|---|---|---|---|---|---|---|---|---|
| 419 Pierce | 10 | 2BD | Meghan Marx | 2026-05-15 | $4,395 | $4,395 | $0 | 0% | Other / Philip Dehoyos |
| 410 Pierce | 07 | Lg. 1BD | Justin Sato | 2026-05-05 | $3,495 | $3,495 | $0 | 0% | Other / Allen Atienza |