KPIs we're driving
Industry standard vs. our goal. These are the numbers the whole system exists to move.
| KPI | Industry standard | Our goal |
|---|---|---|
| Speed-to-lead (first response) | Hours (same / next business day) | Under 5 minutes, 24/7/365 — answer property & lease questions, accept applications, ask for the sale, book tours |
| Applications-to-tours ratio | n/a (most track lead→lease ~5–10%) | ≥1.0 by mo 6 → 5:1 — a high ratio = pent-up demand (people apply before touring) |
| Lead volume | Optimized for conversion % | Intentionally maximized for brand awareness + referrals (we want the extra leads) |
| Resident retention / renewal | ~55% (long-term avg 49%) | 70% |
| Maintenance: first on-site visit | 24–48 hrs (non-emergency) | Under 24 hrs · emergency under 4 hrs |
| Resident NPS* | ~10 (multifamily avg) | 50+ |
| Online rating (Google / ILS) | ~3.6–3.8 ★ | 4.5 ★ and climbing |
| Occupancy | ~95% | 96%+ |
| Brand-rent premium / NOI lift | n/a (supply-side value-add only) | +6% (target 5–8%, the demand-side lift) |
* Resident NPS (Net Promoter Score): from one question, "how likely are you to recommend living here?" (0–10). Score = % promoters (9–10) minus % detractors (0–6); ranges −100 to +100. Industry refs: renewals ~55% in 2025 (long-term ~49%); resident NPS ~10; Q3 2025 occupancy ~95.4%.
What we build, in order
First to last, with current status. NPI builds every system below; the PM executes against it.
Website + waitlist → GHL
footholdboise.com captures leads straight into the CRM with source tags.
GHL delivery + nurture workflows
Auto-send the guide / Best of Boise / SMS (on consent); ongoing nurture off lead tags.
AI speed-to-lead agent
Instant first-touch, 24/7: answer questions, accept applications, ask for the sale, book the tour. Built before scaling ad spend.
ILS listings + AI scorecard
NPI's AI grades each Apartments.com / Zillow listing and hands the PM a scorecard. PM keeps the listings current.
Reviews engine
Cultivate reviews via the service-call card; Google reviews feed (Places API); AI drafts responses for owner approval. Feedback is captured privately first, no review gating.
Retargeting + paid amplification
Meta + Google pixels on the site build custom audiences (visitors, guide downloaders, waitlist-not-yet-toured). Retarget them + lookalikes. GHL syncs the audiences.
Resident-experience rollout
The materials go live on-site: new-tenant packet, service-call card, referral flyer, pet gift.
PMS integration
Live availability + pricing to the site; applications / guest cards back. Path depends on the PM / PMS decision.
AI recognition orchestration
Monthly task list from resident data: pet gifts, tenure milestones, life events, NPS red flags. No new headcount.
Community + merch
Monthly/quarterly drawing for anyone who left feedback or bought merch. Foothold Boise hats & cups out in the wild = free brand awareness.
KPI dashboard + reporting
Cost-per-lead and cost-per-lease by source, plus the targets above, in one view.
The split
| NPI (Brent) — builds & strategizes | PM (CNW / Liberty) — executes day-to-day | |
|---|---|---|
| Systems & AI | Builds + runs every automation: speed-to-lead agent, ILS scorecard, review engine, retargeting, recognition orchestration, reporting | Acts on what the systems produce (responds to scorecards, follows the playbooks) |
| Marketing | Owns the strategy, website, content, guides, campaigns, retargeting spend, and the channel playbook | Executes the day-to-day: maintains ILS listings, posts to Facebook groups/Marketplace, local outreach per the playbook |
| Operations | Sets policy, SLAs, budgets; reads every feedback reply (owner@footholdboise.com) | Tours, maintenance, rent, renewals, applications, vendor coordination, runs the PMS |
| Resident experience | Designs the materials + funds the perks; sets gift thresholds | Hands out the packet/cards, gathers pet info, places gifts, closes the loop on issues |
Each promise → who delivers it
The product is: a responsive landlord who treats you like a person. Here's how each piece actually gets done.
| Promise | AI / Automation (NPI) | PM (executes) | NPI (owns) |
|---|---|---|---|
| Answered in minutes | First response under 5 min, 24/7, on inbound + work orders; routes the ticket to the PM | First on-site visit: under 24 hrs (non-emergency), under 4 hrs (emergency). Fixed right the first time | Sets the SLA, reads escalations |
| Pet-friendly | Tracks each pet's renewal timing; triggers the pet-gift task | Gathers pet info at move-in (name, type, breed, vet, favorite treats) | Funds the pet program |
| Fair, no surprises | Flags pricing / renewal inconsistencies | Quotes straight pricing, honest renewals, no junk fees | Sets pricing / renewal policy |
| You're heard | Captures every service-call card + NPS; surfaces red flags same day | Closes the loop on the issue | Reads every reply (owner@footholdboise.com); responds within 2 business days. Owns make-it-right |
| Recognition (surprise) | Monthly task list: gifts, cards, tenure milestones, life events, the drawing | Places / sends the gift on-site | Approves spend, sets thresholds |
Deliverables (mockups)
Drafts of the physical materials. Open each, they're print-ready. Feedback to owner@footholdboise.com.
Service-call card
Left after every work order. Captures name + unit (not anonymous), rates the fix, and points to the review page. Brent reads every one.
Open mockup →Share-your-experience page
The compliant review funnel: review or tell-us-privately, both offered equally (no sentiment gating, per Google + FTC).
Open mockup →New-tenant packet
The move-in welcome: the promise, how maintenance works (+ SLA), the pet info form, referral program, and the essentials.
Open mockup →Referral program + flyer
Refer a friend, you both get $250, tracked from first touch so it pays even 6–12 months later. Mechanics + flyer.
Open mockup →Pet gift
$25 Chewy gift card + note, sent 60–70 days before renewal. Program spec + the note card.
Open mockup →Coming next: Foothold merch (hats, cups) + the monthly drawing, and a tenure-milestone card. Same template.
What unblocks full delivery
- PM decision (CNW/AppFolio vs Liberty/RealPage) — sets the availability + guest-card API path.
- GHL workflows — wire delivery + nurture + referral tracking off the website's lead tags.
- AI speed-to-lead agent — live before scaling ad spend.
- Retargeting pixels — Meta + Google tags on the site to build audiences.
- Google Maps Platform key — to auto-pull Google reviews.
- owner@footholdboise.com — live feedback address on every material.
- Gift / perk + merch budget — so recognition, the pet gift, and the drawing can run.
- Pet info capture at move-in — PM adds it to the move-in workflow.