Property Management KPIs: What Your CFO Actually Wants to See

Why CFOs Don’t Rely on One Marketing Report

Reality Check: Marketing and finance often speak different languages.

Marketing teams highlight traffic growth, campaign trends, or high-level engagement metrics, but multifamily CFOs need to know:

• What did we spend?
• What did we gain?
• What can we expect next quarter?

The gap between these perspectives is amplified when data lives in silos—across CRMs, PMS platforms, ad accounts, and spreadsheets. Without a centralized source of truth, even the best marketing teams struggle to prove value to stakeholders without a strong track record of results.

To gain executive trust and stay aligned with your budget, you need to report on KPIs that drive financial outcomes for individual properties.

Property Management KPIs That Drive Financial Decisions

1. Cost Per Acquisition (CPA) – Budget Efficiency

CPA tracks how much it costs to turn a prospect into a signed lease. It’s one of the clearest indicators of whether your marketing spend is paying off—or draining resources. A healthy CPA shows you’re allocating budget to the right channels with the right message.

2. Lead-to-Lease Conversion Rate – Sales Funnel Effectiveness

How many of your marketing-qualified leads end up becoming residents? This KPI reveals the quality of leads, the effectiveness of your leasing (conversion) process, and how well your marketing and sales teams are aligned.

3. Resident Lifetime Value (LTV) – Long-Term Growth Impact

LTV shows the total revenue a resident is expected to generate over their stay at your property. This helps justify larger up-front investments in higher-quality leads and long-term resident retention strategies—something every multifamily CFO can appreciate.

4. Revenue per Unit Influenced by Marketing – Attribution Clarity

This KPI tracks marketing’s contribution to total revenue, often through assisted conversions and attribution modeling. It’s a key measure of how your marketing efforts are lifting conversion performance at the property or portfolio level.

5. Website Traffic & Engagement – Digital Demand Signals

While not a bottom-line metric, website performance provides early insight into interest and intent from future residents. Monitoring traffic trends, bounce rates, and engagement time helps your team forecast demand and understand leasing momentum.

6. Lead Generation Volume – Top-of-Funnel Health

Volume matters—especially when paired with quality indicators. A steady pipeline of leads ensures sustained leasing activity, supports forecasting, and signals how well your brand is positioned in the market compared to your competitors.

Executive Tip: These KPIs should live in a centralized dashboard—updated in real time—so your leadership team can make decisions with confidence.

From Fragmented Data to Financial Clarity

If these KPIs sound familiar but feel hard to access, you’re not alone.

More multifamily operators are turning to centralized, innovative dashboards that combine marketing data with leasing outcomes in one executive-ready view. Keep reading for the solution.

A Smarter Way to Measure Marketing’s Impact

At Forthea, we’ve built a custom Marketing Intelligence Dashboard designed specifically for the multifamily industry.

It connects all your marketing, leasing, and revenue data in a single interface—giving your multifamily C-suite team instant access to the KPIs that matter most.

Without overwhelming each property’s team with data, our dashboard surfaces the right performance signals:

• Real-time CPA and conversion trends
• Attribution insights at the unit or campaign level
• Forecasting tools powered by LTV and revenue data
• Portfolio-wide visibility from the top down

When Marketing and Finance Align, Growth Follows

One of our multifamily clients—top 25 largest multifamily developers of the nation’s finest apartment communities—saw a 200% increase in conversion rate and reached a 14% click-through rate (CTR), indicating that we hit above the industry average.

By speaking the language of finance, attribution, and real estate, the marketing team gained trust, kept their budget intact, and played a central role in revenue strategy.

Your CFO Doesn’t Want More Data. They Want Clarity.

The right KPIs—surfaced in real time through a tailored Marketing Intelligence Dashboard—can elevate your entire team operation and transform how leadership sees your value.

Ready to Get Clear on What Matters Most?

Let’s get connected and walk through your metrics together to explore how our Marketing Intelligence Dashboard can give your executive team the insights they’ve been missing.