When it comes to talking with owners about marketing ROI, it's easy to lose them in a sea of acronyms and technical terms. Here's how to keep the conversation clear, actionable, and focused on what matters most: results. 

Start With What Owners Care About: Results and Value

Owners want to know one thing: Is our marketing spend bringing in more leases, and is it worth the investment? Skip the jargon and focus on these core points:

• How many qualified leads did we get?
• How many of those leads turned into leases?
• How much did it cost to get each lease?
• Are we spending less and getting more compared to before?

Explain ROI in Simple Terms

ROI, or Return on Investment, is just a way to measure if your marketing dollars are working for you. Here's the simplest way to explain it:

"For every dollar we spend on marketing, how many dollars do we get back in leases?"

The basic formula is:

Marketing ROI = Revenue from New Leases − Marketing Cost

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Marketing Cost

If you spend $5,000 and generate $20,000 in new lease revenue, your ROI is 300%-meaning you earned three times your investment.

Show Real-World Impact, Not Just Numbers

Owners appreciate seeing how marketing translates into real results. You should be able to point to:

• More qualified leads delivered directly to your website
• Higher conversion rates to leases at a lower cost than traditional channels
• Flexibility to adjust budgets and campaigns instantly, so you never overspend

Keep the Conversation Focused on Outcomes

Avoid marketing jargon like "CPL," "CAC," or "attribution models." Instead, say:

• "Here's how many leases we got from our ads this month."
• "We spent $X and got $Y in new revenue."
• "We're able to fill units faster and reduce vacancy, which means more income for your property."

Summary: Make ROI a Story, Not a Statistic

When talking to owners about marketing ROI, keep it straightforward:

• Focus on leases and revenue, not metrics and buzzwords
• Use real examples and clear numbers
• Emphasize how to save time, money, and deliver better results