A leading organization in the marketing sector with a focus on leasing operations. The client identified reducing “Time to Turn” as a critical factor in maximizing profitability and sustaining a competitive edge in the market.
Business Scenario
The client’s leasing process suffered from inefficiencies, with the time to prepare and lease a unit (“Time to Turn”) extending up to 8 weeks. This delay hindered revenue potential by reducing the availability of rentable units. The existing systems lacked integration, leading to siloed operations, delayed data updates, and inefficient tenant communications. To overcome these obstacles, the client required:
- A comprehensive solution to streamline operations.
- Enhanced tenant communication through modern marketing techniques.
- Seamless integration of Salesforce, Marketing Cloud, and backend systems to improve efficiency.
Areya’s Approach
Advanced Marketing Cloud Implementation
- Customer Journey Design:
Developed personalized customer journeys in Marketing Cloud to improve communication and engagement with prospective and existing tenants.- Automated updates about unit availability and leasing milestones were shared with tenants to keep them informed.
- Leveraged behavior-based triggers to deliver targeted messages, reducing delays in tenant interactions.
- Email and Social Studio:
Implemented Email Studio to manage bulk email campaigns and Social Studio to engage with tenants on social platforms. This ensured broader reach and faster responses.
Seamless Salesforce Integration
- Marketing Cloud Connector:
Connected Salesforce with Marketing Cloud, creating a single platform to manage tenant interactions and lease operations.- Enabled real-time updates and notifications for leasing teams and tenants.
- Improved tracking of tenant lifecycle and analytics for better decision-making.
Backend System Integration with MuleSoft
- Yardi and Core Systems Integration:
Used MuleSoft to connect Yardi and other backend systems with Salesforce and Marketing Cloud.- Created a unified data flow for lease management, unit readiness updates, and tenant records.
- Automated manual processes, reducing errors and operational delays.
- Established a scalable framework to support future integrations as the client’s operations grow.
Impact
- Drastic Reduction in “Time to Turn”:
The time required to prepare and lease units decreased from 8 weeks to just 2 weeks, a 75% improvement. - Significant Revenue Growth:
This improvement enabled quicker unit availability, leading to an 11% increase in revenue by maximizing the rental opportunities within a shorter time frame. - Enhanced Operational Efficiency:
- Integrated systems reduced manual intervention, ensuring accurate and timely updates across platforms.
- Marketing automation improved engagement with tenants, reducing delays in lease finalization.
- Improved Customer Experience:
- Prospective tenants received personalized and timely communication, creating a seamless leasing journey.
- The reduced turnaround time enhanced tenant satisfaction and boosted the client’s reputation as an efficient operator.
Conclusion
This transformative project demonstrates how a strategic implementation of Salesforce, Marketing Cloud, and MuleSoft can drive significant operational improvements and revenue growth. By addressing inefficiencies and enabling seamless integration across platforms, the client not only overcame their immediate challenges but also set the stage for sustainable success.
The innovative solution has positioned the client as a leader in modern leasing practices, equipped to adapt to future industry demands and scale operations effortlessly.
