How PeakMade Built a Single Source of Truth for Marketing Performance

Hyly.AI’s Intelligence Fabric – unifying marketing, leasing, and performance data, helped PeakMade turn fragmented reporting into clear, lease-driving decisions at scale

Customer Snapshot

PeakMade Real Estate is a pioneering real estate services PMC transforming the student housing experience headquartered in Atlanta, Georgia, known for a people-first approach to property management, development, and consulting. Since its founding in 2011, PeakMade has grown into a leader in student housing and multifamily operations, managing 340+ properties and 30,000+ units across the United States across student, multifamily, and build-to-rent communities.

The Business Challenge

PeakMade needed to answer a simple but critical question:

But answering it was anything but simple. The team was facing:

• Fragmented reports across agencies and property systems
• Manual Excel reconciliation consuming hours every week
• Recommendations built on partial, unvalidated data
• Growing ownership expectations for more visibility, accountability, and data-backed decisions

The time spent assembling data wasn’t just inefficient. It was actively blocking the team from doing the strategic work they were hired to do.

The Blind Spot

The data existed. It just didn’t tell the full story.

Their existing tools, including PMS and AD Accounts, were built to optimize surface metrics:

• Clicks
• Traffic
• Leads

But they lacked visibility into what actually mattered:

• Who the renter was
• Where they truly came from
• How they moved through the full leasing journey

“Website” dominated reports.

High-intent and organic channels went unseen.

Conversions were misattributed.

Wasted marketing spends hid inside performance that looked normal.

Teams couldn’t confidently prove what was working or cut what wasn’t.

“We saw the attribution data telling us where there were drop-offs, specifically with strong lead and tour activity but lower application conversion. That visibility changed how we evaluate partners and allocate our spend.”
     
Tyler Holmes, Digital Marketing Manager, PeakMade Real Estate

Why Hyly.AI?

PeakMade explored multiple paths, including building a solution internally.

But creating a full data science and attribution stack in-house would require significant time, engineering resources, and ongoing maintenance, delaying impact when the team needed answers now.

They chose Hyly.AI because it delivered immediate value:

• Purpose-built for multifamily marketing, not adapted from a generic analytics tool
• Backed by a dedicated data science team with deep industry expertise
• Seamless integrations with existing systems - no workflow disruption
• Faster time to insight and measurable ROI
• A consultative partner, not just a vendor

“Instead of reinventing the wheel, we worked with a team already steps ahead who understood our challenges.”

Tyler Holmes, Digital Marketing Manager, PeakMade Real Estate

The Solution

PeakMade deployed Hyly.AI Performance AI + Halo, powered by Hyly.AI’s Intelligence Fabric, to unify fragmented systems and turn disconnected data into one continuous renter journey.

Instead of relying on separate reports from property management software, ad platforms, and agency dashboards, Hyly.AI connected every signal into a single, trusted source of truth.

Through this Intelligence Fabric, PeakMade was able to:

• Connect marketing, leasing, and engagement data across systems
• Stitch together the full renter journey from first click to signed lease
• Attribute true sources using GCLIDs, UTMs, and multi-touch logic
• Measure performance at each milestone, from lead → tour → application → lease
• Automatically surface cost per lead, cost per tour, and cost per lease
• Deliver portfolio-wide reporting without manual spreadsheets

What was previously fragmented and manual became automated and unified. Most importantly, the platform integrated directly into PeakMade’s existing workflows and agency relationships, requiring no process disruption, just better visibility.

The result was simple:

One system. One view. Complete confidence in the data.

Operational Impact

With Hyly.AI Intelligence Fabric unifying data across marketing and leasing systems, day-to-day execution shifted from manual reconciliation to automated clarity.

What once required hours of stitching reports, validating numbers, and chasing agencies became faster, simpler, and far more reliable.

Time savings and efficiency

Teams no longer had to manually combine reports from ****PMS, agencies, and spreadsheets.

• 5 to 10 hours saved per person each week
• Eliminated manual Excel reconciliation
• Fewer reporting errors and reworks
• More bandwidth for strategy, analysis, and client-facing work

Clearer, faster decision-making

Instead of guessing which channels influenced leases, teams could see the full renter journey in one place.

• Milestone-level visibility (lead → tour → application → lease)
• True source attribution at every step
• Shareable dashboards built for ownership and stakeholder conversations
• Confident, data-backed recommendations — not assumptions

Stronger agency accountability

With deeper visibility into Paid Media Performance, conversations with partners became evidence-based.

Teams could:

• Validate true cost per lead, tour, application, and lease
• Identify inflated or broken conversion tracking
• Identify underperforming keywords and campaigns
• Push agencies to optimize faster and smarter

Business Impact

Hyly.AI directly influenced measurable business outcomes:

Smarter Budget Allocation

With clear visibility into which channels were actually converting, PeakMade reallocated spend toward high-performing sources and reduced investment in tactics that looked active but weren’t driving leases. The result: a 20-35% decrease in cost per lead and cost per lease across the portfolio, achieved not by spending less but by spending smarter.

• Reduced ILS expenses where conversion data showed diminishing returns
• Refocused on organic efforts: Google Business Profile, enhanced SEO, and AI optimization
• Avoided the common trap of “spending more to fix performance”

Better Attribution, Hidden No More

PeakMade had visibility into the channels that were quietly driving results but getting no credit. Organic search and emerging sources including ChatGPT-driven traffic surfaced as meaningful contributors to the prospect journey.

• Accurate multi-touch attribution across every channel and touchpoint
• Discovery of high-intent organic sources previously invisible in reporting
• Data to validate AI optimization investments with ownership and clients

Higher Conversions

By identifying where prospects were stalling in the funnel, PeakMade was able to activate targeted nurture at the right moment. Across the portfolio, this drove a 30-40% increase in tour-to-application conversions.

• Identified drop-offs between tour and application
• Activated tailored follow-up for prospects stuck at specific funnel stages
• ~30-40% application lift observed across portfolio

“It’s helped us validate with owners that the investment in AI optimizations is needed. We’re not just reacting, we’re preparing.”

Tyler Holmes, Digital Marketing Manager, PeakMade Real Estate

Summary

By partnering with Hyly.AI, PeakMade Real Estate consolidated multiple data sources into one trusted view of performance, giving their teams clearer insights and faster, more informed decisions at scale.

Manual reconciliation is gone. Wasted spend is visible and being redirected. Agency partners are being held accountable with real data. And the ownership conversations that once required lengthy explanations now start with credible, consistent numbers.

More than an efficiency win, Hyly.AI positioned PeakMade ahead of where the industry is heading with the data infrastructure to optimize for AI-driven discovery, organic growth, and the leasing channels that will matter most in the years ahead

Better Intelligence. Smarter Spends. Higher Performance.

If you’re looking to bring the same level of clarity and control to your marketing investments, we’d be happy to share how it could work for your portfolio.