Marketing Funnel
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.
01 / Funnel · trailing 90 days
The full conversion path
applicants → approved → signed → moved-in
Screening drag in the period: 8 denied + 10 canceled = 18 dropped applications out of 51 (35.3%). Reasons differ: denied = credit/income screening; canceled = applicant withdrew. Both consume agent time.
Trailing 90-day conversion funnel
Volume at each milestone — where the funnel narrows
02 / Monthly · by lead source
Funnel rate over time
v_marketing_funnel
Funnel volume by month (all lead sources)
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 |
03 / Channel ROI
Per-channel yield + concession leakage
v_channel_yield · trailing data
Move-ins by lead source
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.
04 / Screening-Drag Units
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.
Drill-Through
Move-ins — trailing 90 days
36 move-ins
| Property | Unit | Type | Tenant | Move-In | Asking | Achieved | Δ $ | Δ % | Source / Agent |
|---|---|---|---|---|---|---|---|---|---|
| 1499 California | 108 | SRO | Jack Santos | 2026-06-01 | $1,645 | $1,645 | $0 | 0% | Property Website / Saad Alaoui |
| 1499 California | 419 | SRO | Jelle Demeulenaere | 2026-05-30 | $1,795 | $1,795 | $0 | 0% | Zillow / Adria Avilla |
| 1499 California | 323 | SRO | Kylani Alvarez | 2026-05-25 | $1,695 | $1,695 | $0 | 0% | Property Website / Saad Alaoui |
| 704 Bush | 404 | S | Anshul Sankaran | 2026-05-17 | $2,495 | $2,495 | $0 | 0% | Property Website / Philip Dehoyos |
| 419 Pierce | 10 | 2BD | Meghan Marx | 2026-05-15 | $4,395 | $4,395 | $0 | 0% | Other / Philip Dehoyos |
| 1565 Washington | 02 | S | Ernie Moran | 2026-05-15 | $2,795 | $2,795 | $0 | 0% | Property Website / Adria Avilla |
| Mosser Towers | E1613 | S | Joshua Hernandez | 2026-05-12 | $2,395 | $2,395 | $0 | 0% | Property Website / Jonathan Jimenez |
| 1499 California | 303 | SRO | Hakeem Abrahams | 2026-05-09 | $1,745 | $1,745 | $0 | 0% | Zillow / Saad Alaoui |
| 545 O'Farrell | 510 | S | Eric Marrujo | 2026-05-06 | $2,095 | $2,045 | -$50 | -2.4% | Property Website / Philip Dehoyos |
| 954 Geary | 32 | S | Andre Smith | 2026-05-05 | $2,245 | $2,245 | $0 | 0% | Property Website / Jonathan Jimenez |
| 410 Pierce | 07 | Lg. 1BD | Justin Sato | 2026-05-05 | $3,495 | $3,495 | $0 | 0% | Other / Allen Atienza |
| 954 Geary | 44 | S | Demetrius Samson | 2026-05-05 | $2,245 | $2,245 | $0 | 0% | Property Website / Jonathan Jimenez |
| Mosser Towers | E1611 | S | Sergio Alvarez Tun | 2026-05-01 | $2,345 | $2,345 | $0 | 0% | Property Website / Adria Avilla |
| 952 Sutter | 102 | 1BD | Farid Aliev | 2026-05-01 | $3,195 | $3,195 | $0 | 0% | Craigslist / Philip Dehoyos |
| 1499 California | 116 | SRO | Aidan Monroe | 2026-05-01 | $1,645 | $1,645 | $0 | 0% | Zillow / Saad Alaoui |
| 1499 California | 417 | SRO | Michael Coe | 2026-05-01 | $1,645 | $1,645 | $0 | 0% | Zillow / Saad Alaoui |
| 545 O'Farrell | 109 | S | Carnela Gomez | 2026-05-01 | $1,845 | $1,845 | $0 | 0% | Other / Allen Atienza |
| 225 Irving St | 08 | 1BD | Anna Pitcher | 2026-05-01 | — | $4,995 | — | — | Other / Ezequiel Cazarez |
| 344 Ellis | 05 | S | Christopher Doss | 2026-05-01 | $1,495 | $1,495 | $0 | 0% | Other / Jonathan Jimenez |
| 643 Divisadero | 201 | 2BD | Aria Lakhmani | 2026-04-30 | $4,695 | $4,695 | $0 | 0% | Property Website / Philip Dehoyos |
| 1074 Union | 09 | 2BD | Hannah Smith | 2026-04-30 | $5,595 | $5,495 | -$100 | -1.8% | Craigslist / Philip Dehoyos |
| 45 Brosnan | 05 | 2BD | Samuel Heft-luthy | 2026-04-30 | $4,495 | $4,495 | $0 | 0% | Other / Saad Alaoui |
| 1499 California | 314 | SRO | Fredrick Thomas | 2026-04-30 | $1,645 | $1,645 | $0 | 0% | Property Website / Jonathan Jimenez |
| 704 Bush | 308 | S | Bee Lee | 2026-04-30 | $2,495 | $2,485 | -$10 | -0.4% | Property Website / Jonathan Jimenez |
| 1045-59 Broadway | 1055 | 2BD | Peter Maina | 2026-04-28 | $4,395 | $4,395 | $0 | 0% | Zumper / Philip Dehoyos |
| Mosser Towers | T1608 | S | Miriam Castro | 2026-04-28 | $2,295 | $2,295 | $0 | 0% | Property Website / Jonathan Jimenez |
| 2350 Union | 3 | Lg. 2BD | Alexandre Masmejean | 2026-04-25 | $4,595 | $4,595 | $0 | 0% | Property Website / Saad Alaoui |
| 716-720 20th Ave / 1845 Cabrillo | 01 | 1BD | Madison Carlin | 2026-04-25 | $3,695 | $3,695 | $0 | 0% | Corporate Website / Saad Alaoui |
| 952 Sutter | 500 | S | William Amen | 2026-04-25 | $2,645 | $2,645 | $0 | 0% | Property Website / Said Chadly |
| 1040 Sutter | 24 | S | Misty Ashwander | 2026-04-24 | $2,245 | $2,245 | $0 | 0% | Property Website / Philip Dehoyos |
| 704 Bush | 310 | S | Keshav Deo | 2026-04-22 | $2,395 | $2,395 | $0 | 0% | Apartment List / Adria Avilla |
| 952 Sutter | 607 | S | Kristjan Tomasson | 2026-04-18 | $3,495 | $2,745 | -$750 | -21.5% | Zillow / Saad Alaoui |
| 1499 California | 115 | SRO | Steve Provost | 2026-04-16 | $1,645 | $1,645 | $0 | 0% | Property Website / Saad Alaoui |
| 275 Turk St. | 004 | SRO | Richard Brown-Davis | 2026-04-15 | $1,095 | $1,095 | $0 | 0% | Property Website / Philip Dehoyos |
| 954 Geary | 33 | S | Oscar Mendoza | 2026-04-14 | $2,095 | $2,095 | $0 | 0% | Property Website / Jonathan Jimenez |
| 970 Geary | 21 | Jr. 1BD | Tara Dixon | 2026-04-14 | $2,395 | $2,395 | $0 | 0% | Property Website / Jonathan Jimenez |