First Quarter 2022 Benchmark Results for Mystery Shops and Resident Surveys Executive Summary

Since 1984, Ellis, Partners in Management Solutions has specialized in helping our customers achieve their business goals. We are pleased to offer a turn-key integrated customer experience program, backed by our outstanding customer service, cutting-edge technology, and longstanding ethical business practices. Our apartment mystery shops, resident surveys, live training, and e-learning and policies and procedures partner (Edge2Learn) are resources that can be used together or independently to address specific needs or jointly for ongoing employee performance optimization. Our goal is to help you achieve yours.

It is spring time – a time of renewal and growth. As we examine Ellis Benchmark performance for First Quarter 2022, we are reminded that the more things change the more they remain the same. For over 20 years Ellis has been measuring performance on key questions in the shop through our quarterly Benchmark, including obtaining contact information, identifying and selling to prospect needs, and asking for a commitment to lease which remain essential to the sales process today. But how we engage with customers continues to change. Are the ways information is delivered, the methods and timing of communication, and development of trust and relationship being measured as essential components in the process? Spring is the perfect time to reflect and review your approach to measuring leasing performance and overall resident experience.

ELLIS’ FIRST QUARTER 2022 BENCHMARK: OVERALL RESULTS

Mystery Shops

Ellis benchmarks apartment mystery shop performance on the 10 key Benchmark questions and the Customer Experience. Companies can qualify for platinum, gold, silver, or bronze level based on their company’s overall Benchmark score for the quarter.

In 2021, the overall average Ellis Traditional Multifamily Industry Benchmark score across Ellis’ entire database of eligible shops was 81%. Fourth Quarter 2021 was consistent at 81%, and the average remained steady at 81% for First Quarter 2022. In response to industry needs during the pandemic and customer demands, we introduced the Ellis Virtual Shopping Benchmark in Q2 2020 based on nearly identical 10 key Benchmark questions. In 2021, the average Ellis Virtual Shopping Benchmark score was 64%. During Fourth Quarter 2021 the Ellis Virtual Shopping Benchmark remained at 64%, but First Quarter 2022 reflects a significant increase to 71%. The Ellis Customer Experience Benchmark score remained steady at 3.6 for the First Quarter 2022.

As we compare similar questions on Ellis Traditional Multifamily Industry Benchmark to the Ellis Virtual Leasing Benchmark scores, we can see the areas which are more consistent in delivery and areas that can be improved.

Mystery Shops Overall Average Performance

CONGRATULATIONS TO ELLIS BENCHMARK TOP PERFORMING MYSTERY SHOPPING COMPANIES FIRST QUARTER 2022

Ellis wishes to congratulate the companies below for their Ellis Shopping Benchmark performance for First Quarter 2022.

Tier 2 (30-69 completed shops)      

Ellis Customer Experience Benchmark – Gold Level Achievers

  • IMT Residential
  • RangeWater
  • Wood Partners

Companies are listed in alphabetical order

Resident Surveys

The Ellis Loyalty Benchmark identifies and recognizes the customer experience performance of companies subscribed to the Ellis Resident Surveys Program. It evaluates performance on 5 key touchpoints of the prospect and resident journey. The percentage of surveys responded to by the onsite team and the average number of days it took for the team to respond are also measured because these two factors impact the customer relationship and overall loyalty. Utilizing customer loyalty as a metric allows customer-centric companies the ability to forecast three specific customer behaviors: likelihood to convert/renew, willingness to pay more, and likelihood to recommend.

The overall average Ellis Loyalty Benchmark score in 2021 was 76%, improving to 79% for First Quarter 2022. In 2021, the onsite response rate averaged 88%, dropping slightly to a response rate of 87% during First Quarter 2022. The average response time was 5.0 days in First Quarter 2022 as compared to 5.4 days in overall 2021.

Resident Surveys Overall Average Performance

Ellis’ customer loyalty score is based on a scale of 0%-100% (see chart below):


CONGRATULATIONS TO ELLIS BENCHMARK TOP PERFORMING RESIDENT SURVEYS COMPANIES FIRST QUARTER 2022

Ellis wishes to congratulate the companies below for their Ellis Surveys Benchmark performance for First Quarter 2022.

Ellis Best in Class Achievers
Tier 1 (1,600 or more units)
Ellis Best in Class Achievers
Tier 2 (1,599 or fewer units)

·        Affinity Property Management
·        Avanti Residential
·        Capstone Real Estate
·        Cathcart Property Management
·        F and F Realty
·        Fore Property Company
·        FPI Management
·        Guardian Management, LLC
·        JMG Realty, Inc.
·        Lincoln Property Company
·        LMC, a Lennar Company
·        Mack Property Management, LP
·        Manco Abbott
·        Olympus Property
·        Pinnacle (PRMC)
·        Prime Companies
·        R & V Management LP
·        Simpson Property Group
·         Block Special Assets
·         Evolve Management Group, LLC
·         GDC Properties, Inc.
·         Ghertner & Company
·         Longboat Enterprises
·         ResideBPG
·         Reybold Venture Group
·         Samuels & Associates
·         StarPoint Properties
·         Sunrise Management & Consulting
·         TM Realty Services
·         United Financial Group, Inc.

Companies are listed in alphabetical order

ELLIS’ FIRST QUARTER 2022 BENCHMARK: QUESTION / TOUCHPOINT RESULTS

Mystery Shops
How did we do?
The charts below reflect the average score of Ellis’ entire database for each of the 10 key benchmark questions and the Customer Experience by category, as well as the combined overall Benchmark scores for First Quarter 2022. This data provides a roadmap to success, which in most cases means returning to the basics of sales and customer service.

Resident Surveys
How did we do?
The chart below reflects the average scores across all Ellis Resident Survey companies for each survey touch point for First Quarter 2022, as well as the combined overall loyalty score and average accountability performance results.

EXCEPTIONAL CUSTOMER EXPERIENCE BEGINS WITH YOU

We know that exceptional customer experience builds a foundation of loyalty and improves customer retention. Ellis mystery shops and resident surveys are designed not only to understand performance on sales objectives but also to measure the customer’s perceptions of the value they feel you are providing. To provide a great customer experience you need to understand, communicate, and execute. Knowing your customers’ needs, wants, and especially their “why” are key to building relationship, closing sales, and increasing retention. You do not have to start “big”. Just take that first step to understanding, communicate internally about opportunities, and then start executing on one thing at a time. Our customer dashboard and reporting tools help you make small work of big picture improvements to help narrow your focus, taking one step at a time, positively impacting the overall performance of the community.

Ellis supports our customers through our vision and commitment to your growing and changing needs. We are here to help you as you work to refine processes and tools for understanding the customer experience from beginning to end. Your Ellis customer dashboard highlights not only Benchmark performance but other key performance indicators (KPIs) and customized reporting is available.

We thank you for your ongoing support, participation, and feedback, which help make this report informative, fresh, and a reliable resource. We hope you will find Ellis Partners in Management Solutions to be not only the finest source for apartment mystery shopping and resident surveys but also a training resource (including our e-learning and policies and procedures partners Edge2Learn) for your organization. Additional support and information can be found on our website. Also, Edge2Learn’s free multifamily training resource library includes several leasing training resources for you and your teams.


May 2, 2022

Prepared by Joanna Ellis, Chief Executive Officer and Francis Chow, Chief Strategic Officer

Footnotes: 1 See Ellis website for Mystery Shop Benchmark and Resident Surveys Benchmark eligibility, tier level, and recognition requirements for apartment mystery shops and resident surveys.

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