Podcast #4: The Attribution Standard Multifamily Has Been Missing
Tyler Holmes spent 8 months trying to build attribution himself. Then he found someone already doing it specifically for multifamily.
Mike Brewer sits down with Tyler Holmes, Digital Marketing Manager at PeakMade Real Estate, to talk about what happens when you stop accepting incomplete data and start demanding the full picture.
Timestamps:
0:00 — Tyler’s origin story: when KPIs looked good but leasing velocity wasn’t moving
1:47 — The moment the data stopped adding up across systems
3:51 — How clients started questioning the reports when results didn’t follow
6:22 — Why “website is 80% of your lead source” should make every marketer uncomfortable
8:22 — Days and weeks of manual stitching just to build a presentable story
10:29 — How budget gets misallocated when you only see volume not quality
15:52 — Why Tyler spent 8 months trying to build attribution internally before finding Hyly.AI
17:50 — The moment at the conference: “this is what I’ve been looking at for eight months but y’all are already doing it”
22:35 — The first aha moment: website lead share dropped 30-35% when data connected
24:34 — Cutting wasted ad spend by seeing quality not just volume
25:07 — The 30% tour-to-application lift from one automated alert that cost nothing
27:17 — How clean data changed client conversations from gut feel to education
35:17 — Tyler’s advice to every multifamily marketer: just start somewhere, own your data, challenge a lot
This newsletter covers Tyler's full story including what the 80% website credit actually hid and what changed the moment the full journey connected.