Marketing Intelligence Dashboard

The Market Intelligence Problem Killing Your Revenue

If you’re managing properties across multiple markets, these blindspots are costing you millions annually:

• ⚠️ Pricing in the dark: Setting rents based on “market feel” or outdated comps from 6 months ago

• ⚠️ Competitive blindness: No idea what your direct competitors charge, what concessions they’re offering, or how full they are

• ⚠️ Submarket ignorance: Treating entire MSAs as one market when submarkets vary wildly (one at 95% occupancy, another at 87%)

• ⚠️ Supply pipeline surprise: New development announced, 850 units delivering in 18 months—now you’re fighting for tenants

• ⚠️ Concession guessing: Competitors offering 6 weeks free, you’re at 4 weeks—are you leaving money on the table or overpaying?

• ⚠️ Rent growth mystery: Portfolio average shows 3.5% growth, but which properties drove it? Which are lagging at 1.2%?

• ⚠️ Amenity gap: Spending $2M on pool renovations when market data shows fitness centers drive 4x more rent premium

• ⚠️ Acquisition mistakes: Buying properties in “hot markets” that are actually oversupplied and declining

Poor market intelligence = 200-500 basis points of underperformance = 2M − 5Mannuallossona100M portfolio. Time to see clearly.

Your New Reality: Complete Market Visibility

Market Rent Trends by Submarket

Know which submarkets are winning:

• Downtown Core: $2,450/unit, +8.2% YoY (hot)

• University District: $1,875/unit, +11.5% YoY (explosive)

• Suburban West: $1,950/unit, +2.1% YoY (cooling)

• Airport Corridor: $1,725/unit, -1.8% YoY (declining)

See the future before your competitors do

Competitive Positioning Matrix

Understand your competitive position:

• Your properties: How you stack up on rent vs. occupancy

• Direct competitors: Who’s charging more with higher occupancy? (They’re winning)

• Market sweet spot: Where should you be positioning?

• Outliers: Properties priced wrong for their quality

Compete with data, not hunches

Supply Pipeline by Submarket

Avoid supply shocks:

• Q2 2025: 1,250 units delivering (prepare now)

• Q4 2025: 2,850 units delivering (major threat)

• Q2 2026: 4,100 units delivering (catastrophic if unprepared)

• Your exposure: Which of your properties face the most competition?

Proactive strategy beats reactive panic

Real Results: From Market Blindness to Revenue Mastery

Features That Transform Market Strategy

Perfect For

Use Case: Capturing $4.2M Through Submarket Intelligence

Real Customer Story

Challenge: A 12-property, 2,850-unit portfolio across 3 MSAs had no systematic market intelligence. Pricing decisions were based on gut feel and lagging comps. Some properties underperformed while others left money on the table. Portfolio average rent growth: 3.2%.

Dashboard Revealed:

• Submarket performance varied wildly: +11.5% in one area, -1.8% in another

• 5 properties were priced 4-8% below direct competitors with similar amenities

• 3 properties were overpriced for their submarket, sitting at 87-89% occupancy

• Supply pipeline: 4,100 units delivering in 18 months near 2 properties

• Concession data: Portfolio offering 6 weeks free when market average was 4 weeks

• Amenity gap: Spending on clubhouses when fitness centers drove 3x the rent premium

• One property in “hot market” was actually in declining submarket (-1.8% rents)

• Rent growth forecast: 2 submarkets showed 9-12% growth potential over next 12 months

Action Taken:

1. Aggressive rent push in high-growth submarkets: Increased rents 8-10% in University District and Tech Corridor properties (forecast showed market could absorb it)

2. Pricing correction on underpriced properties: Raised rents 5-7% on properties that were 4-8% below comps with better amenities

3. Occupancy recovery on overpriced properties: Reduced rents 3-4% on 3 properties sitting at 87-89% occupancy, brought them to 94-95%

4. Preemptive supply response: For 2 properties facing new supply, implemented 12-month lease incentives and loyalty programs before competition arrived

5. Concession optimization: Cut standard concessions from 6 weeks to 4 weeks (market level), saved $285K annually while maintaining lease velocity

6. Amenity reallocation: Killed 1.2Mclubhouserenovation, invested850K in fitness center upgrades (data showed 3x higher rent premium)

7. Acquisition strategy shift: Avoided buying 2 properties in “hot” markets that data showed were oversupplied and declining

8. Dynamic pricing by unit type: Implemented unit-type-specific pricing based on submarket supply/demand (Studios +12%, 3BR +4%)

Results After 12 Months:

• Portfolio rent growth: 6.8% (up from 3.2%, 112% improvement)

• Portfolio occupancy: 94.2% (up from 91.5%, 2.7 points)

• Rent premium vs market: +3.8% (up from -2.5%, 6.3 point swing)

• High-growth properties: 9.5% rent growth (vs 3.2% before)

• Recovered properties: 89% → 95% occupancy (6 points)

• Concession savings: $285K annually

• Bad acquisitions avoided: $45M in properties that would have underperformed

• Amenity ROI improvement: 3x higher rent lift per dollar spent

• Total revenue impact: $4.2M annually

• Effective rent per unit: +$148/month across portfolio

“We thought we knew our markets. The dashboard showed us we were flying blind—underpricing here, overpricing there, and missing the real growth opportunities.” — VP of Revenue, Multifamily REIT

Key Market Metrics You’ll Track

Technical Integration (Works With Your Stack)

Frequently Asked Questions

Q: How current is the market data? A: Your property data updates daily. Competitive rent data updates weekly (or as often as you survey). Supply pipeline data updates monthly or when new projects are announced.

Q: Where does competitive data come from? A: Multiple sources: market data subscriptions (CoStar, RealPage), your own rent surveys, public listings, and website scraping (where legally permitted). You control the sources.

Q: Can I see unit-type-specific competitive data? A: Yes. Compare your 1BR rents to market 1BR rents, 2BR to 2BR, etc. See which unit types you’re over/underpriced on.

Q: How accurate are the rent growth forecasts? A: ML models trained on 5+ years of historical data, 50+ variables per submarket. Historical accuracy: ±2-3% on 12-month forecasts. Confidence bands show the range of likely outcomes.

Q: What if I operate in multiple MSAs? A: No problem. Add as many markets and submarkets as you operate in. Each gets its own trends, forecasts, and competitive analysis.

Q: Can I track concession effectiveness? A: Yes. See which concessions drive leases vs. which just give away money. Track concession cost as percentage of effective rent.

Q: How do I know which amenities matter? A: The dashboard shows rent premiums by amenity type based on market comp data. See which amenities command higher rents in your specific submarkets.

Q: Can I use this for acquisitions due diligence? A: Absolutely. Evaluate any property’s market position, submarket trends, supply pipeline risk, and rent growth potential before you buy.

Stop Leaving Money on the Table

Every month without market intelligence means:

• Pricing properties wrong—too high (vacancy loss) or too low (revenue loss)

• Missing rent growth opportunities in high-performing submarkets

• Getting blindsided by new supply that erodes your occupancy

• Competing on concessions when you should hold firm on rent

• Making acquisition decisions based on outdated or incomplete market views

• Spending capex on amenities that don’t drive rent premiums

Your best-performing competitors have market intelligence dashboards. You’re competing against their data with your gut.

The question isn’t whether you need market intelligence.

The question is: How much revenue are you leaving on the table right now?