Table of Contents
Overspending without accountability #
The most common mistake is overspending on online marketing that does not translate into move-ins. Owners hire a vendor and mentally “check out,” assuming results will follow.
Why this happens #
- No shared definition of success (e.g., vendor optimizes for clicks or “conversions,” owner needs move-ins).
- Lack of weekly review, testing cadence, and cost control.
- Budgets set before goals are defined and agreed upon.
Fix #
Define a single north-star KPI: Move-ins per month. Build budget and tracking around that KPI and review weekly.
