Case Study: McKinley grows qualified leads and lowers ad spend with Findigs

McKinley grows qualified leads 30% and cuts ad spend 30% with Findigs

McKinley, a multifamily owner-operator with a portfolio of roughly 13,000 units, faced the challenge of balancing occupancy targets with the risk of approving marginal applicants. This often resulted in bad debt and lost rent, with a specific concern around sophisticated synthetic identity fraud. They partnered with Findigs to refine their underwriting process and better connect it to their marketing efforts to improve overall revenue quality.

Working with Findigs, McKinley conservatively tuned its underwriting criteria. The key to their approach was using Findigs to close the loop between applicant approvals and marketing spend, allowing them to identify which channels produced qualified residents. This enabled them to reallocate their budget toward high-performing channels like Google Ads for specific properties. As a result, McKinley grew qualified leads by 30% while cutting its ad spend by 30% year over year, leading to a lower customer acquisition cost and higher net operating income.

Mckinley