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 | 1 | — | $1,645 | $1,645 | 3.4 |
| 2026-05 | Property Website | 14 | 5 | 4 | 3 | 4 | 8 | 35.7% | $2,289 | $2,283 | 5.0 |
| 2026-05 | Zillow | 3 | 1 | 2 | 0 | 1 | 4 | 33.3% | $1,708 | $1,708 | 3.5 |
| 2026-05 | Other | 2 | 2 | 0 | 0 | 2 | 5 | 100% | $2,808 | $3,245 | 0.6 |
| 2026-05 | Referrals | 1 | 0 | 0 | 0 | 0 | 0 | 0% | — | — | — |
| 2026-05 | Craigslist | 0 | 0 | 0 | 0 | 0 | 1 | — | $3,195 | $3,195 | 2.4 |
| 2026-04 | Property Website | 17 | 13 | 2 | 2 | 11 | 11 | 76.5% | $2,531 | $2,530 | 3.3 |
| 2026-04 | Zillow | 7 | 5 | 0 | 2 | 4 | 1 | 71.4% | $3,495 | $2,745 | 2.6 |
| 2026-04 | Other | 3 | 2 | 0 | 1 | 2 | 1 | 66.7% | $4,495 | $4,495 | 4.7 |
| 2026-04 | Apartment List | 1 | 0 | 0 | 1 | 0 | 1 | 0% | $2,395 | $2,395 | 5.4 |
| 2026-04 | Corporate Website | 1 | 1 | 0 | 0 | 1 | 1 | 100% | $3,695 | $3,695 | 2.9 |
| 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 | 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 | 20 | $47,740 | $2,390 | $2,387 | -0.1% | 4.0 | 11 | 31 | 35.5% |
| Other | 6 | $20,720 | $3,145 | $3,453 | 0% | 1.3 | 1 | 5 | 20% |
| Zillow | 5 | $9,575 | $2,065 | $1,915 | -4.3% | 3.4 | 4 | 10 | 40% |
| Craigslist | 2 | $8,690 | $4,395 | $4,345 | -0.9% | 2.8 | 0 | 1 | 0% |
| Apartment List | 1 | $2,395 | $2,395 | $2,395 | 0% | 5.4 | 1 | 1 | 100% |
| Corporate Website | 1 | $3,695 | $3,695 | $3,695 | 0% | 2.9 | 0 | 1 | 0% |
| Zumper | 1 | $4,395 | $4,395 | $4,395 | 0% | 3.0 | 0 | 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
✓ No SF units currently showing ≥2 dropped applications with zero approvals.
Denied applications — trailing 90 days
8 applications
| Date | Decision | Property | Unit | Type | Applicant | Source | Agent |
|---|---|---|---|---|---|---|---|
| 2026-05-09 | Denied | 765 Geary | 203 | S | Alexis Capaz | Property Website | Saad Alaoui |
| 2026-05-07 | Denied | 1499 California | 310 | SRO | Lilia Bredikhina | Zillow | Jonathan Jimenez |
| 2026-05-06 | Denied | 1499 California | 323 | SRO | Gustavo Ribeiro Quintanilha | Property Website | Saad Alaoui |
| 2026-05-03 | Denied | 900 Oak | 01 | 1BdDen | Ashley Hampel | Property Website | Philip Dehoyos |
| 2026-05-03 | Denied | 545 O'Farrell | 502 | S | Ashley Hampel | Zillow | Said Chadly |
| 2026-05-03 | Denied | 545 O'Farrell | 402 | S | Miguel Soler Redondo | Property Website | Philip Dehoyos |
| 2026-04-24 | Denied | 545 O'Farrell | 402 | S | Joseph Westhouse | Property Website | Compass / 3rd Party |
| 2026-04-21 | Denied | 900 Oak | 01 | 1BdDen | Vivian Neal | Property Website | Compass / 3rd Party |