Created Contacts

Created Contacts refer to the number of unique people added to the system for the first time during the selected time range. These can include leads whose initial activity (like ad clicks, form submissions, etc.) may have occurred before the selected period. Essentially, it tracks any new entry into the system, even if their journey began earlier as an anonymous user.

Let’s say in the month of January at a property or PMC gets leads from different places: • 50 people filled out a form on an ILS (like Apartments.com). • 30 people visited the property website and scheduled a tour. • 20 tours were scheduled by agents (they filled out the form for the person). That means there were 100 Created Contacts in total in January.

Let’s say in the month of January at a property: • 100 people submitted their contact information for the first time. Created Contacts = 100

Scheduled Contacts

Scheduled Contacts are people who booked their first-ever tour during the time range you selected. This metric captures all first-time tour bookings, regardless of what influenced the prospect to schedule. Note: • This is an activity metric—it doesn’t matter when the lead was created, only when the first tour was scheduled. • If the same Contact schedules a tour in two properties, they will be counted as 2 separate Scheduled Contacts, one for each property.

Let’s say in the month of January at a property: • 50 leads scheduled their first tour using the Hyly.AI scheduler • 30 leads walked in for a tour • 20 tours were scheduled by leads or agents using a form • But 20 of these had already scheduled a tour in a previous month. So, the total number of first tour Scheduled Contacts in January = 80

Let’s say in the month of January at a property: • 50 people scheduled their first tour. Scheduled Contacts = 50

Toured Contacts

Toured Contacts are people who completed their first tour during the selected time range, regardless of what influenced them. Note: • It’s an activity metric—it doesn’t matter when the lead was created, only when the first tour happened. • If the same Contact toured in two properties, they will be counted as 2 separate Toured Contacts, one for each property.

Let’s say in the month of January at a property: • 50 tours were marked as completed by agents in Hyly.AI. • 30 tours were marked as completed by agents in the PMS. • All 50 leads had never toured the property before, making this their first tour. • 5 leads who completed their first tour in December toured again in January. • Since these 5 leads were already counted as Toured Contacts in December, they are excluded from the January count to avoid double-counting. Therefore, the total number of Toured Contacts for January is 80, as it includes only first-time tours in January, excluding any leads who had already toured in the previous month.

Let’s say in the month of January at a property: • 50 people completed a tour for the first time.Toured Contacts = 50

Applied Contacts

Applied Contacts are people who submitted their first rental application during the selected time range, regardless of what influenced them. Note: • This tracks the first time someone applies, not repeat applications. • It’s an activity metric—the lead creation date doesn’t matter, only when the first application was submitted.

In the month of January at a property: • 20 applications were submitted by agents in the PMS. • These were the first applications submitted by these leads in January. • 5 leads applied in December and applied again in January. These leads are excluded from the January count, as they were already considered Applied Contacts in December. Therefore, the total number of Applied Contacts for January is 20, excluding those leads who had applied in the previous month.

Let’s say in the month of January at a property: • 20 people submitted their first application. Applied Contacts = 20

Leased Contacts

Leased Contacts are individuals who have completed their first lease signing or first move-in within the selected time range, based on your preferred definition of the leased stage. You can choose to consider either the signing of the lease or the move-in as a resident as the point of lease completion of a contact. Note: This is an activity metric—it doesn’t matter when the lead was created or when the lease was initially signed, only that the lease or move-in occurred within the selected period.

Let’s say in the month of January at a property: • 10 leases were registered by agents in the PMS. • These were the first leases for these leads. • Out of the 10 leases: ◦ 8 had move-in dates in January. ◦ 2 had move-in dates in February. Leased Contacts Calculation (based on move-in): • Since the property has selected move-in as the point of lease completion: ◦ Leased Contacts for January are counted based on those who moved in during January. • The 8 leads who moved in during January are considered Leased Contacts for January. Leased Contacts for January = 8 Leased Contacts Calculation (based on lease signing): • If the property had selected lease signing as the point of lease completion, all 10 leases would have been counted as Leased Contacts for January, since all 10 leases were signed within the month..

For example in the month of January at property: Leased Contacts Calculation (based on lease signing): • 5 individuals signed leases in January. • Leased Contacts = 5 (based on lease signing as the preferred point of lease completion). Leased Contacts Calculation (based on move-in): • 3 individuals moved in January, having signed their leases in December. • Leased Contacts = 3 (based on move-in as the preferred point of lease completion).

Created Prospects

Created Prospects are the number of unique prospects added to the system during the selected time range, whose influencing source or touchpoint also occurred within the same period. These prospects engage with at least one or may have multiple sources or touchpoints before submitting a form.

Let’s say in January at a property: • 50 leads came through an Internet Listing Service (ILS) • 30 leads visited the property website and scheduled a tour • 20 tour scheduler forms were filled out by agents • All of these leads were influenced by at least one source Therefore, the Created Prospects in January = 100

Let’s say in January at a property: • 100 people submitted their contact information for the first time. • All of them were influenced by at least one marketing source Created Prospects = 100 Note: Every prospect creation event is always influenced by a source—there’s no such thing as a lead without one.

Scheduled Prospects

Scheduled Prospects are individuals who booked their first-ever tour during the selected time range and were influenced by at least one marketing source within the same period. These prospects may engage with multiple sources or touchpoints before scheduling a tour. Note: • Every scheduled tour has at least one source tied to it, so this metric always includes an influencing source. • This is an activity metric. The lead creation date doesn't matter—what matters is that both the tour scheduling and the influencing source happened within the selected time range.

Let’s say in January at a property: • 40 leads scheduled their first tour using the Hyly.AI scheduler. • 30 leads walked in for a tour. • 20 tours were scheduled by leads or agents using a form. • All of these leads were influenced by at least one source after their contact was created and before the tour was scheduled Therefore, the Scheduled Prospects for January = 90

Let’s say in January at a property: • 50 people scheduled their first tour. • Each of them was influenced by at least one marketing source after becoming a contact and before scheduling their tour. Therefore, the Scheduled Prospects for January = 50 Note: There can’t be a tour scheduled without a source—every scheduling event is always source-influenced by default.

Toured Prospects

Toured Prospects are individuals who completed their first tour during the selected time range and were influenced by at least one marketing source within that same period. These prospects interact with multiple sources or touchpoints before touring the property. Note: • This metric links tour completion to a source of influence. • It’s an activity metric—only the timing of the tour and the influencing source matter, not when the lead was created.

Let’s say in January at a property: • 50 tours were marked as complete by agents in Hyly.AI. ◦ Of these, 45 leads were influenced by a source before the tour—such as a Hyly autoresponder. ◦ The remaining 5 leads were not influenced by any source, so they do not count toward Toured Prospects as they weren’t actively engaged. • 30 tours were marked as complete by agents in the PMS. ◦ Of these, 25 leads interacted with sources like ILS listings or Google search before touring. ◦ The remaining 5 leads were not influenced by any source, so they do not count toward Toured Prospects either. • All of these were first-time tours for the leads. Toured Prospects Calculation: • Toured Prospects for January (Hyly.AI): 45 leads who were influenced by a source before their tour. • Toured Prospects for January (PMS): 25 leads who were influenced by a source before their tour. Total Toured Prospects for January = 45 (Hyly.AI) + 25 (PMS) = 70

Let’s say in January at a property: • 50 people completed a first tour. • 45 of them were influenced by at least one marketing source between scheduling and touring. The Toured Prospects = 45

Applied Prospects

Applied Prospects are individuals who submitted their first rental application during the selected time range and were influenced by at least one marketing source within that same period. These prospects engage with multiple sources or touchpoints before applying for the lease. Note: • This is an activity metric — the lead creation date doesn't matter. What matters is that both the milestone event (e.g., application) and the influencing source event occur within the same selected time range. • The influencing source must occur after the lead completed their tour but before they submitted their application.

Let’s say in January at a property: • 20 applications were submitted by agents in the PMS. • Of those, 10 leads searched for the property on Google before applying. • Another 8 leads visited an ILS and engaged with a marketing alert email before applying. • All of these were the first applications submitted by these leads Therefore, Applied Prospects for January = 10 + 8 = 18

Let’s say in January at a property: • 10 people submitted a rental application for the first time. • 9 of them were influenced by at least one marketing source after completing their first tour and before applying The Applied Prospects = 9

Leased Prospects

Leased Prospects are individuals who moved in or signed a lease for the first time during the selected time range and were influenced by at least one marketing source within that same period. You can choose to consider either the lease signing or the move-in as the point of lease completion. These prospects engage with multiple sources or touchpoints before signing the lease and moving in. Notes: • It is an activity metric — the lead’s creation date does not matter, only the move-in date.

For a property or PMC in the month of January: • 10 leases were registered by agents in the PMS with move-in dates in January. • Of these, 5 prospects searched for the property on Google and an ILS before moving in. • 3 engaged with a marketing email during the same pre-move-in period. • These leases represent the first lease for each of these leads (i.e., they are not repeat or renewal leases). Based on this engagement activity, the Number of Leased = 8, as 8 out of 10 move-ins had meaningful marketing interactions before move-in.

For a given property or PMC in the month of January: • 5 people moved in during the month. • 4 of them engaged with at least one source (e.g., ad, email, tour follow-up) after submitting their first application but before moving in. • Therefore, the number of “Leased Prospects” = 4, as these are the move-ins influenced post-application.

Total Scheduled Prospects

Total Tour Schedules refers to the total number of tour bookings made during the selected time range, regardless of when the lead was created. Note: • This is an activity-based metric, meaning it only considers when the tour was scheduled — it doesn’t matter when the lead was created. • If a prospect schedules multiple tours within the selected time range, each of those tours will be counted individually.

Let’s say in January at a property: • 50 leads scheduled their tour using the Hyly.AI scheduler • 30 leads walked in for a tour • 20 tours were scheduled by leads or agents using a scheduler form Therefore, Total Tour Schedules for January = 50 + 30 + 20 = 100

Let’s say in January at a property: • 50 people scheduled a tour during the month. Total Tour Schedules = 50

Total Toured Prospects

Total Toured tracks the number of tours marked as completed by the current date. It counts all completed tours that were scheduled within the selected time range, allowing you to measure the completion rate for tours planned during that period. • If a lead completes multiple tours within the time range, each of those tours will be counted, as long as the corresponding tour schedule falls within the selected period. • The source or assist associated with the tour is not the influencing source, but the conversion source tied to the specific toured event.

For a property or PMC in January: • 50 leads scheduled their first tour using the Hyly.AI scheduler. • 30 leads walked in for a tour without prior scheduling. • 20 tours were scheduled manually by leads or agents via the tour scheduler form. • This results in 100 scheduled tours in total. Of these 100 scheduled tours: • 10 tours were marked as completed in January by agents in Hyly.AI. • 15 tours were marked as completed in January by agents in the PMS. Therefore, the Number of Total Toured is 25, representing the completed tours that were scheduled within the month, regardless of how the tours were scheduled (via Hyly.AI, walk-ins, or manually).

For a property or PMC in the month of January: If the selected date range is January 1–15, and a tour scheduled on January 10 was completed on January 12, it would be included. If a tour was scheduled during that range but hasn’t happened yet, it is excluded.

Created to Toured Contacts Ratio

It is the percentage of leads who completed their first tour of the property out of all leads created within a selected time range. The key factor here is the date range of when the leads were created, not when the tours were completed. Leads created during the selected time range may complete their tours at any time, even after the selected date range.

Let’s say in January: • 10 leads were created during the month. • Out of those 10 leads, 4 leads completed a tour. ◦ 2 leads took their first tour in January. ◦ 2 leads took their first tour in February. To calculate the overall Lead to Toured Rate: • We consider all the leads created in January (which is 10). • Out of those 10 leads, 4 leads completed their first tour (even if it was in a later month). So, the overall Lead to Toured Rate is: (Leads who toured ÷ Total leads created) × 100Lead to Toured Rate = (4 ÷ 10) × 100 = 40%

In January: • 10 leads were created. • 4 leads completed their first tour (2 in January and 2 in February). To calculate the overall Lead to Toured Rate: Lead to Toured Rate = (4 toured leads ÷ 10 total leads) × 100 = 40%

Toured to Applied Contacts Ratio

Toured to Applied Rate is the percentage of leads—created during the selected date range—who went on to apply after completing a tour. First, we identify how many of those created leads completed a tour. Then, we calculate what percentage of those toured leads submitted an application. The tour and application can occur at any time, but the lead must have been created within the selected time frame to be included.

Let’s say in January, a property had: • 10 leads created during the month. • All 10 eventually completed a tour (6 in January and 4 in Febrauary). • Out of those 10: ◦ 4 leads submitted an application after touring: ▪ 2 applied in January ▪ 2 applied in February ◦ 6 leads toured but did not apply. ✅ These 4 applications are counted because the leads were created in January and toured before applying. Toured to Applied Rate = (4 ÷ 10) × 100 = 40%

At a property in January: • 10 leads were created in January. • All 10 completed a tour (regardless of when the tour happened). • Out of those 10 toured leads, 4 applied for a lease: ◦ 2 applied in January ◦ 2 applied in February ✅ All 4 applications count because they came from leads created in January who toured. Toured to Applied Rate = (4 ÷ 10) × 100 = 40%

Applied to Leased Contacts Ratio

Applied to Leased Rate measures the percentage of leads—created during the selected date range—who signed a lease after submitting an application. The focus is on leads who applied at any point after being created, and then went on to lease. While the application and lease can happen anytime, only those leads created within the selected time frame are included in this calculation.

Let’s say at a property in January: • 10 leads were created in January. • Out of these: ◦ 10 leads submitted an application (application dates may vary). ◦ 5 of those leads signed a lease after applying: ▪ 3 signed in January ▪ 2 signed in February ◦ 5 leads applied but did not lease. We include all 5 leased leads because they applied and leased after being created in January. Applied to Leased Rate = (5 ÷ 10) × 100 = 50%

For a property in January: • 10 leads were created during January. • All 10 eventually submitted an application. • Out of those 10: ◦ 3 leads signed a lease in January ◦ 2 leads signed a lease in February ✅ All 5 leases are included because they came from leads created in January and who had applied. Applied to Leased Rate = (5 ÷ 10) × 100 = 50%

Created to Scheduled Contacts Ratio

Created to Scheduled Rate is the percentage of leads—created within the selected date range—who eventually scheduled their first tour. The focus is on when the lead was created, not when the tour was scheduled. Tours can be booked at any point in time, but only leads created during the selected period are included in this calculation.

Let’s say at a property in January: • 10 new leads were created — they submitted a form, signed up, or were added manually in January. • Out of these 10 leads: ◦ 4 eventually scheduled a tour: ▪ 2 scheduled in January ▪ 2 scheduled in February ◦ 6 did not schedule any tour yet Again, the scheduling can occur anytime. We only care that the leads were created in January. Created to Scheduled Rate = (4 ÷ 10) × 100 = 40%

For a property in January: • 10 leads were created during January. • Out of these, 4 leads scheduled their first tour: ◦ 2 scheduled in January ◦ 2 scheduled in February We include all 4 scheduled tours because the leads were created in January. The tour scheduling date doesn't matter for this metric. Created to Scheduled Rate = (4 ÷ 10) × 100 = 40%

Total Users

Total Users is a metric that represents the total number of unique users who interacted with the property’s website during the selected time period.

For a property/PMC during the month of January: • 150 people visited the property website from an ILS link (like Apartments.com) • 100 people found the website through Google Search. • 30 people clicked on a paid social media ad and visited the site. • 20 users opened the app directly to browse floor plans or availability. Even though these interactions came from different sources, each unique user is only counted once, no matter how many times they visited. Total Users = 150 + 100 + 30 + 20 = 300 unique users (If someone visited multiple times from different channels, they are still counted as one user.)

Let’s say its January, and you're reviewing your property’s web performance: • 300 unique users visited your property website or app during the month. Total Users = 300

New Users

New Users measures people who visited your website or app for the first time during the selected time.

If 100 people visit your website this month, and 30 are first-time visitors, then New Users = 30.

If 3 people visit the website for the first time this week, the New Users count for this week is 3.

Sessions

Sessions measures a group of actions a user takes during one visit to your website or app.

For a property or PMC during the month of January: • User A visits the property website on Monday and again on Wednesday. • User B visits the website once on Friday. Even though only two unique users visited the website, the total number of sessions is three, because each separate visit (regardless of user identity or repeated visits) counts as a new session. Total Sessions = 2 (User A) + 1 (User B) = 3 sessions Note: A session begins when a user starts interacting with the site and ends after 30 minutes of inactivity or when the day changes.

For example: • User 1 visits the site twice on the same day, with more than 30 minutes between visits. This counts as 2 sessions. • User 2 visits the site once today and again tomorrow. This counts as 2 sessions. Total sessions for both users = 4 sessions.

Engaged Sessions

An Engaged Session is a session where a user actively interacts with your website for a significant amount of time.

A property website receives 200 total visits during the month of January. Out of those: • 70 users stayed on the site for more than 10 seconds. • 30 users viewed at least 2 pages. • 20 users filled out a contact form or clicked to schedule a tour. Some users may meet more than one criterion, but they are only counted once per visit if they meet any of the engagement thresholds. So, the total number of visits that qualify as Engaged Sessions = 120 (70 + 30 + 20, with duplicates removed) Engaged Sessions = 120 This indicates that 60% of visits showed real interest or interaction beyond a casual glance.

If someone clicks on multiple pages during one visit, it counts as 1 engaged session.

Engaged Sessions per User

Engaged Sessions per User is a metric in GA4 that shows the average number of times each person interacts with your website in a meaningful way. It helps you understand how often users are actively engaging with your content.

During the month of January: • 10 unique users visited your property website or app. • Across all their visits, they triggered a total of 50 engaged sessions — meaning each session lasted more than 10 seconds, had 2+ page views, or included a key interaction like a form fill or click. Therefore Engaged Sessions per User is 50/10 = 5 This means, on average, each user engaged meaningfully 5 times during the reporting period — a strong indicator of interest and quality traffic.

If 4 users have 8 engaged sessions in total, Engaged Sessions per User = 2.

Engagement Rate

Engagement Rate shows the percentage of visits to your website that resulted in meaningful interaction—also known as engaged sessions.

If 300 sessions happen and 180 are engaged, Engagement Rate = (180 ÷ 300) × 100 = 60%.

If 100 sessions occur and 70 are engaged, Engagement Rate = 70%.

Bounce Rate

Bounce Rate measures the percentage of visits where users leave the website without taking any meaningful action—such as clicking, navigating to another page, or spending enough time on the site. Note: Bounce Rate can also be calculated as: Bounce Rate = 100% − Engagement Rate

For Example: • If 400 sessions occur and 100 bounce, Bounce Rate = (100 ÷ 400) × 100 = 25%. • If your Engagement Rate is 60%, then the Bounce Rate would be: • Bounce Rate = 100% − 60% = 40%

If 30 out of 100 sessions have no meaningful activity, Bounce Rate = 30%.

Average Engagement Time

Average Engagement Time measures the average time people spend actively interacting with your website.

Let’s say you’re tracking how long users spend actively engaging with your property website during their sessions—this includes activities like scrolling, clicking, or watching media. Sample Session Times: You observe 3 user sessions with the following engagement durations: • User A: 10 seconds • User B: 20 seconds • User C: 30 seconds These times reflect how long users were actively interacting with the page, not just how long the page was open. Therefore Average Engagement Time is 60/3 = 20 seconds

If 3 users stay for 20, 40, and 60 seconds, average engagement time is 40 seconds.

Views

Views represent the total number of times a page (on a website) is loaded or displayed. This count includes both first-time views and repeat views by the same user during a session.

For a property website, during a single session: • One user visits the Homepage, which loads once. • Then they click to view the About page, which also loads. • After exploring the About page, they hit the browser's back button, returning to the Homepage, which loads a second time. In this case: • Homepage = 2 views • About Page = 1 view Total Views = 2 (Homepage) + 1 (About Page) = 3 Views Even though it was just one user in one session, every time a page loads, it counts as a new view.

If a user views the homepage 3 times, that counts as 3 views.

Views per User

Views per User measures the average number of pages or screens each person viewed.

Let’s say you’re tracking user activity on your property website over a selected time period. • User 1 views 5 pages (Homepage, Floor Plans, Amenities, Contact, and Gallery) • User 2 views 3 pages (Homepage, Schedule Tour, Contact) • User 3 views 4 pages (Homepage, Availability, Pricing, Apply Now) • User 4 views 4 pages (Homepage, Neighborhood, Blog, FAQs) Total Views = 5 (User 1) + 3 (User 2) + 4 (User 3) + 4 (User 4) = 16 Views Number of Users = 4 Views per User = Total Views / Total Users = 16 / 4 = 4

If 5 users view a total of 25 pages, Views per User = 5.

Event Count

Event Count measures the total number of actions taken by users on your website or app. These actions can include activities such as clicks, page views, form submissions, video plays, or other types of interactions. Essentially, Event Count tracks any user behavior that is considered a measurable event, providing insight into how users are engaging with your website.

For a property website in the month of January: • 20 users clicked the “Schedule a Tour” button • 15 users submitted the contact form • 10 users played a video • 25 users clicked to view pricing • 10 users clicked on the photo gallery Even though some users may have performed more than one action, every interaction counts individually. Total Events Triggered = 20 (tour clicks) + 15 (form submissions) + 10 (video plays) + 25 (pricing clicks) + 10 (gallery views) = 80 events This means users triggered a total of 80 actions during the selected period.

If 10 users each trigger 2 actions, Event Count = 20.

Event Count per User

Event Count per User measures the average number of events triggered by each individual user on your website or app. These events can include clicks, page views, form submissions, or any other measurable interactions.

Let’s say a property’s website tracks user actions in a specific month. In this case, 5 users performed a total of 25 actions. These actions can include activities like submitting forms, scheduling tours, or clicking on different pages. Step-by-Step Breakdown: Users and Actions: ◦ User 1 performs 5 actions (e.g., submits a form, views a page, etc.). ◦ User 2 performs 6 actions. ◦ User 3 performs 3 actions. ◦ User 4 performs 7 actions. ◦ User 5 performs 4 actions. The total number of actions performed by all users is 25 actions. Event Count per User: ◦ To calculate Event Count per User, we divide the total number of actions by the number of users: Event Count per User = Total Actions ÷ Number of Users Event Count per User = 25 actions ÷ 5 users = 5 actions per user

Total Conversions

Total Conversions measures the number of times users completed a key action on your website—such as submitting a contact form, scheduling a tour, or applying for a lease.

In January, a property’s website tracked key actions taken by users. Here's a breakdown of the activities: 1. Contact Form Submissions: ◦ 12 users submitted a contact form on the website. ◦ Each submission counts as a conversion because it’s a key action indicating interest. 2. Tour Scheduling: ◦ 8 users scheduled a tour through the website’s scheduling system. ◦ Since scheduling a tour is also a valuable action showing intent to visit, each of these counts as a conversion. 3. Lease Applications: ◦ 4 users submitted a lease application. ◦ Applying for a lease is a crucial step in the rental process, so each application is counted as a conversion. Total Conversions Calculation: • 12 contact form submissions = 12 conversions • 8 tour schedules = 8 conversions • 4 lease applications = 4 conversions Total Conversions for January = 12 + 8 + 4 = 24 conversions.

If during January: • 20 people submitted a contact form • 10 scheduled a tour • 5 submitted a rental application All through property website, then the Total Conversions = 20 + 10 + 5 = 35

Average Occupancy Rate

Occupancy Rate measures the percentage of available rental units in a property that are currently occupied by tenants. This metric is crucial for property managers and owners as it helps assess how effectively a property is being utilized. It is calculated by dividing the number of occupied units by the total number of available units and multiplying by 100 to get the percentage.

Let’s say you manage a property with 150 rental units in total. • 120 units are currently occupied by tenants. • The remaining 30 units are vacant. To calculate the Occupancy Rate: Occupancy Rate = (Occupied Units ÷ Total Units) × 100 Therefore, Occupancy Rate = (120 occupied units ÷ 150 total units) × 100 = 80% This means the Occupancy Rate is 80%, indicating that 80% of the units are occupied.

If 90 out of 100 units are occupied, Occupancy Rate = 90%.

Move-Ins

Move-Ins measures the total number of new residents who have officially confirmed their move-in date within a specific time period. The move-in date refers to the date when leads have confirmed that they will start living in the leased property.

If 18 leads have their move-in dates in July, then there are 18 move-ins for that period.

If 8 leads have their move-in dates in July, then there are 8 move-ins for that period.

Move-Outs

Move-Outs measures the total number of residents who vacate their rental units within a specific time period. The move-out date is the confirmed date on which residents indicate they will be leaving the property.

For example, if 9 people are tentatively vacating their leased property in the month of June, then there are 9 move-outs for June.

If 4 people are tentatively vacating their leased property in the month of June, then there are 4 move-outs for June.

Total Spend

Total Spend represents the total amount of money spent across various sources and vendors within a specified time period. This metric helps track the overall expenditure for marketing, operations, or other business activities, providing insights into budget allocation and financial performance. It is essential for understanding where funds are being invested and helps assess the effectiveness of these expenditures in achieving business objectives.

Let’s say during the month of January, your team spent: • $1,000 on Google Ads • $500 on Facebook Ads • $200 on ILS listing upgrades Total Spend = $1,000 + $500 + $200 = $1,700

Let’s say during the month of January, your team spent: • $1,000 on Google Ads • $500 on Facebook Ads • $200 on ILS listing upgrades Total Spend = $1,000 + $500 + $200 = $1,700

Cost per Created Contact

Cost per Created Contact represents the amount of money spent to acquire a new contact in the system. It is useful for evaluating the cost-effectiveness of different marketing strategies and channels.

Let’s say during the month of January, a property spent money on advertising to generate new leads.Ad Spend Breakdown:• $500 was spent across marketing channels such as:◦ Google Ads for search traffic◦ Facebook Ads for retargeting◦ ILS placements to promote property listingsLead Generation Outcome:• As a result, the campaign generated 50 unique leads—these are new contacts added to the system for the first time.Therefore Cost per Created Contact is 500/50= $10Note: This example considers the total spend aggregated across all vendors.

If you spend $200 to generate 20 leads, Cost per Created Contact = $10.

Cost per Scheduled Contact

Cost per Scheduled Contact measures the average cost to get a lead to schedule a tour.

Let’s say during the month of January, a property ran marketing campaigns to drive tour bookings from potential renters. Ad Spend Breakdown: • A total of $600 was spent across various digital channels: ◦ $300 on Google Ads targeting renters actively searching for apartments ◦ $200 on Facebook and Instagram ads promoting tour availability ◦ $100 on boosted listings via Internet Listing Services (ILS) Outcome: • These efforts led to 30 unique leads scheduling their first tour through the website, ILS, or a Hyly.AI tour scheduler. Therefore Cost per Scheduled Contact is 600/30 = $20 Note: This example considers the total spend aggregated across all vendors.

If $300 in ads gets 30 tour schedules, Cost per Scheduled Contact = $10.

Cost per Toured Contact

The Cost per Toured Contact calculates the amount of money spent to generate a lead who has not only shown interest in the property but has also followed through by completing a tour. It is a key metric that helps property managers and marketers understand the cost-effectiveness of their marketing and lead generation efforts.

Let’s say in the month of January, a property spent money on marketing to drive tour bookings. Here’s the breakdown: • $800 was spent on a combination of Google Ads, Facebook promotions, and ILS placements • This resulted in 20 leads completing a first tour during that time Cost per Toured Contact is 800/20 = $40 Note: This example considers the total spend aggregated across all vendors.

If $400 is spent and 20 people tour, Cost per Toured Contact = $20.

Cost per Applied Contact

Cost per Applied Contact calculates the average amount of money spent to generate a lead who submits an application for a property. It is a crucial metric that helps property managers and marketing teams understand the cost-efficiency of their efforts in converting leads into applicants.

Let’s say during the month of January, a property invested in marketing to drive applications. Here’s the breakdown: • The property spent $1,000 across multiple marketing channels, including: • Google Ads targeting renters actively searching • Retargeting ads on Facebook and Instagram • Sponsored placements on Internet Listing Services (ILS) As a result, 50 unique leads submitted their first rental application during the same time period Cost per Applied Contact = $20 Note: This example considers the total spend aggregated across all vendors.

If $500 brings in 25 applications, Cost per Applied Contact = $20.

Cost per Leased Contact

Cost per Leased Contact measures the average amount of money spent to convert a lead into a signed lease. It is a key metric used to evaluate the effectiveness and efficiency of marketing efforts in driving leases.

Let’s say for the month of January, a property focused on converting prospects all the way through to move-ins. The total marketing spend was $2,000, allocated across: • $1,000 on Google Search and Display Ads to capture high-intent renters • $500 on social media ads (Facebook/Instagram) to retarget site visitors • $300 for premium placements on Internet Listing Services (ILS) • $200 on email nurturing campaigns and SMS reminders Leasing Outcome: This campaign resulted in 10 unique leads successfully completing their first move-in during January. Cost per Leased Contact = $200 Note: This example considers the total spend aggregated across all vendors.

If $1000 brings in 10 leases, Cost per Leased Contact = $100.

Ad Cost

Ad Spend measures how much money you spent on ads during the selected time.

Let’s say during the month of January, a property ran digital marketing campaigns to drive lead generation and tour bookings. Breakdown of Spend: • $600 was spent on Google Ads, including: ◦ Search ads targeting "apartments near me" ◦ Display ads on rental-focused websites • $400 was spent on Meta (Facebook & Instagram), including: ◦ Retargeting campaigns for website visitors ◦ Carousel ads showcasing floor plans and amenities. These platforms were used to increase awareness, drive traffic, and capture new leads. Total Ad Spend = $1,000 Note: This example considers the total spend aggregated across all vendors.

If you spend $750 on ads in one month, Ad Spend = $750.

Ad Impressions

Ad Impressions refer to the number of times your ad is shown on Google’s Search Network, Display Network, or YouTube. An impression is counted each time your ad appears on a search results page or website within the Google Ads network, even if no one clicks on it.

Let’s say during the month of January, a property ran a digital ad campaign across platforms like Google Display Network, Facebook, and Instagram. Campaign Performance: • The ad promoting the property’s new lease specials appeared in: ◦ Google Display ads on rental blogs and news sites ◦ Facebook feeds of targeted renters ◦ Instagram Stories featuring property highlights As a result, the ad was displayed 12,000 times across all these platforms. Total Ad Impressions = 12,000

If your ad is shown 10,000 times, Ad Impressions = 10,000.

Ad Conversions

Online Conversions refer to successful actions taken by users after interacting with an ad. These actions can include: 1. Making a purchase 2. Filling out a contact form 3. Signing up for a newsletter 4. Downloading an app 5. Calling a business These conversions show that the ad met its objective, whether it’s generating leads, driving sales, or encouraging other valuable user interactions.

For a property’s digital ad campaign in January: • The ad was displayed across various platforms like Google and Meta. • 100 people clicked on the ad and were taken to a landing page with a contact form. • Out of those, 25 users filled out the form with their name, email, and phone number. Each form submission is counted as a conversion because it marks a key action taken by the user. This means that 25 people completed a meaningful action after clicking the ad, showing the campaign’s ability to generate leads from ad traffic.

If 20 people fill out a form after clicking the ad, Ad Conversions = 20.

Ad Clicks

Ad Clicks measures the number of times people clicked on your ad.

Let’s say during the month of January, a property ran a digital advertising campaign across platforms like Google Ads, Facebook, and Instagram to promote available units. Campaign Objective: The goal was to drive potential renters to the property’s website, tour scheduler, or availability page. Ad Performance: • The ad appeared across multiple channels with messaging like "Now Leasing — Tour Today!" • As a result, 180 users clicked on the ad to learn more about the property, view floor plans, or schedule a tour 180 Ad Clicks=Number of Users Who Clicked the Ad=180 Total Ad Clicks = 180

If 150 people click your ad, Ad Clicks = 150.

Ad Interactions

Ad Interaction refers to the total number of engagement actions people take on your ad across platforms like Google Ads and Meta Ads (Facebook & Instagram). These actions can include clicks, likes, shares, comments, video views, or CTA button taps—depending on the ad format. It helps measure how effectively your ad is capturing attention and driving engagement.

A property runs an ad campaign. Ad Platforms: Google & Meta (Facebook/Instagram) Campaign Duration: 2 weeks Interactions Collected: • Google Ads: 120 clicks, 45 video views • Meta Ads: 80 likes, 30 shares, 25 comments, 65 “Apply Now” clicks Total Ad Interactions = 120 + 45 + 80 + 30 + 25 + 65 = 365

A property runs a Facebook ad promoting its new units. In one week, the ad gets: • 40 likes • 15 shares • 10 comments • 35 clicks on “Schedule a Tour” That’s a total of 100 ad interactions.

Ad Cost per Click

Cost per Click (CPC) is the amount you pay for each click on your ad. It determines how much you're charged when a user interacts with your ad by clicking on it.

Let’s say during the month of January, a property ran a digital advertising campaign across platforms like Google Search and Facebook Ads to drive traffic to its website. Ad Spend Breakdown: • $200 spent on Google Search Ads targeting renters searching for keywords like “apartments near me” or “1-bedroom in Dallas” • $100 spent on Facebook Ads retargeting visitors who had previously viewed floor plans Click Performance: • Across both platforms, the ads generated a total of 150 clicks to the property’s website or landing page Cost Per Click = $2.00

If you get 100 clicks with $200 spend, CPC = $2.00.

Ad Click through Rate

CTR (Click-Through Rate) is the percentage of users who click on your ad after seeing it. It measures how effective your ad is at attracting clicks from impressions.

For a property’s ad campaign in January: • The ad was shown 1,000 times across Google and Meta (this is your total impressions). • Out of those, 100 people clicked on the ad (this is your total clicks). This means that 10% of users who saw your ad clicked on it, indicating how effective your ad was in generating engagement.

For example, if 5 actions are taken, then Ad Click through Rate = 5.

Ad Cost per Conversion

The total average amount spent to generate a single conversion, calculated by dividing the total ad spend by the number of conversions.

A property ran ads on Google and Facebook for one month to get more prospects. • Total Ad Spend: $2,500 • Total Conversions: 40 (25 tour bookings + 15 applications) Cost per Conversion Formula: Cost per Conversion = Ad Spend ÷ Conversions = $2,500 ÷ 40 = $62.50 This means the property spent $62.50 on average to get each conversion, whether that was a tour or an application.

Let’s say your property spent $1,000 on ads last month and got 20 conversions (like tours booked or applications submitted). Cost per Conversion = Total Ad Spend ÷ Number of Conversions = $1,000 ÷ 20 = $50 So, you spent $50 on average to get each conversion.

Ad Actual ROAS

ROAS (Return on Ad Spend) measures how much revenue is generated for every $1 spent on advertising. In simple terms, it tells you how efficiently your ad dollars are turning into sales.

Let’s say a property ran ads on Google and Facebook to attract new renters. Here’s how it played out: • They spent: $1,000 on ads • They got: 5 new leases from those ads • Each lease brought in: $1,000 in first-month rent • Total revenue from leases: 5 × $1,000 = $5,000 ROAS = Revenue from Leases ÷ Ad Spend ROAS = $5,000 ÷ $1,000 = 5.0

A property ran digital campaigns on platforms like Google and Facebook. • Total Ad Spend: $1,000 • Revenue from Leases: $5,000 (from 5 new leases, based on first-month rent) ROAS = $5,000 ÷ $1,000 = 5.0 This means the property earned $5 in lease revenue for every $1 spent on advertising.

Ad Cost per Mille

Cost per Mille (CPM) is a metric that tells you how much it costs to show your ad 1,000 times to potential renters. It's used when your goal is to build awareness—not necessarily get clicks right away, but make sure your property is seen.

Let’s say a property ran ads on Google and Facebook to increase visibility for a new lease-up. Here’s how it worked out: • They spent: $250 on ads • Their ads were shown: 50,000 times (impressions) CPM Calculation: CPM = (Cost ÷ Impressions) × 1,000 CPM = ($250 ÷ 50,000) × 1,000 CPM = 0.005 × 1,000 = $5 So the property paid $5 for every 1,000 ad views. This means they were able to reach 50,000 potential renters for just $250 — a cost-effective way to boost visibility during a critical leasing period.

Let’s say a property runs a digital campaign to raise awareness about its newly renovated units. They use display ads on Google and social media. • Ad Impressions (Views): 20,000 • Ad Spend: $100 CPM = (Cost ÷ Impressions) × 1,000 CPM = ($100 ÷ 20,000) × 1,000 = $5 This means the property is spending $5 for every 1,000 times its ad is shown.

Ad Conversion Rate

Ad Conversion Rate is the percentage of people who took a desired action—like scheduling a tour or signing a lease—after interacting your ad. It shows how effectively your ad turns interactions into real results.

Lets say a property ran a Facebook and a Google ad campaign to increase tour bookings. Here’s what happened: • Total Ad Interactions: 500 • Conversions (Tour Schedules): 75 Ad Conversion Rate Calculation: Ad Conversion Rate = (75 ÷ 500) × 100 = 15% This means 15% of people who interacted with the ad actually scheduled a tour—showing the campaign was doing a solid job of moving prospects forward in the leasing journey.

Let’s say 100 people interacted with your apartment ad, and 10 of them scheduled a tour. Ad Conversion Rate = (10 / 100) × 100 = 10% That means 10% of the people who interacted with your ad took the next step toward leasing.

Ad Revenue

Ad Revenue is the total income generated from prospects who sign a lease after interacting with an ad—whether they clicked it, viewed it, or took action through it.

A property launched a digital campaign across Google Search and Facebook Ads to drive new leases. Here’s what happened during the month: • Ad Spend: $800 • Conversions from Ads: 4 prospects signed leases after engaging with the ads • Average First-Month Rent: $1,250 Ad Revenue Calculation: Ad Revenue = 4 leases × $1,250 = $5,000 This means the property earned $5,000 in lease revenue directly tied to the digital ad campaign. Understanding Ad Revenue helps the marketing team evaluate if their ad budget is truly driving signed leases—and how much value they’re getting from every dollar spent.

A property runs Google and Facebook ads to promote its available units. During the campaign, 3 prospects who saw or clicked on the ad signed leases. Each lease brought in $1,200 in first-month rent. Ad Revenue = 3 leases × $1,200 = $3,600 So, the total revenue generated from ad-influenced leases is $3,600.

Ad Scheduled Contacts

Ad Scheduled Contacts refer to the number of prospects who scheduled a tour (but may not have toured yet) after interacting with an ad.

If 80 ad-driven leads booked a tour within the period: Ad Scheduled Contacts = 80

80 people scheduled a tour after engaging with ads. Ad Scheduled Contacts = 80

Ad Toured Contacts

Ad Toured Contacts measure the number of prospects who completed a tour (in-person or virtual) and were initially sourced from an ad campaign.

If 50 out of 200 tours came from ad-sourced leads: Ad Toured Contacts = 50

In February, 50 tours came from ad-driven prospects. Ad Toured Contacts = 50

Ad Applied Contacts

Ad Applied Contacts count the number of people who submitted an application after originating from an ad campaign.

If 35 out of 100 total applicants started from ads: Ad Applied Contacts = 35

35 applications were received from ad-sourced prospects. Ad Applied Contacts = 35

Ad Leased Contacts

Ad Leased Contacts represent the number of people who signed a lease and whose journey began from an ad interaction.

If 20 leases out of 50 total leases originated from ad-driven leads: Ad Leased Contacts = 20

In January, 20 leases came directly from ad leads. Ad Leased Contacts = 20

Ad Cost per Created Contacts

Ad Cost per Created Contacts measures the average ad spend required to generate one new contact in the system. It captures top-of-funnel efficiency, showing how well ads attract fresh leads.

If ad spend = $1,000 and 100 new contacts were created via ads: Ad Cost per Created Contact = 1,000 ÷ 100 = $10

A property spent $1,000 and gained 100 new leads through ads. Ad Cost per Created Contact = $10

Ad Cost per Scheduled Contacts

Ad Cost per Scheduled Contacts measures how much ad spend it takes to get one prospect to schedule a tour, even if the tour hasn’t occurred yet.

If ad spend = $2,000 and 80 ad-driven contacts scheduled a tour: Ad Cost per Scheduled Contact = 2,000 ÷ 80 = $25

A property spent $2,000 and got 80 scheduled tours through ads. Ad Cost per Scheduled Contact = $25

Ad Cost per Toured Contacts

Ad Cost per Toured Contacts indicates the average ad spend needed to generate one tour. It connects ad dollars directly to in-person or virtual tour bookings.

If total ad spend = $3,000 and 60 tours came from ad leads: Ad Cost per Toured Contact = 3,000 ÷ 60 = $50

A property spent $3,000 on ads that led to 60 tours. Ad Cost per Toured Contact = $50

Ad Cost per Applied Contacts

Ad Cost per Applied Contacts shows how much advertising spend is needed to generate one application submission. It measures how effectively ads convert prospects into applicants.

If total ad spend = $4,000 and 40 ad-attributed contacts submitted an application: Ad Cost per Applied Contact = 4,000 ÷ 40 = $100

A property spent $4,000 and received 40 applications from ad campaigns. Ad Cost per Applied Contact = $100

ILS Leads

It refers to the number of prospective renters who show interest in a property via the ILS (Internet Listing Service) channel. This metric helps property managers evaluate the effectiveness of listing sites in generating potential renter leads.

For a property/PMC during the month of January: • 30 people filled out the contact form on ILS platforms. • 10 people scheduled a tour through an ILS like Apartments.com Each of these interactions shows rental interest and results in a new lead being recorded. Total Leads = 30 + 10 = 40 Each unique person who showed interest through any ILS channel is an ILS Lead.

If 40 people show interest in a property through ILS platforms, Leads = 40.

Property Website

ILS Property Website Leads are users who visited the property's website by clicking a link from an Internet Listing Service (ILS) platform, such as Apartments.com or Zillow.

For a property during the month of June: • 3 users clicked the property website link from Apartments.com • 2 users clicked from Zillow • 1 user clicked from Rent.com • All of them landed on the property’s website Even though they came from different ILS platforms, all 6 are counted as ILS Property Website Leads. Total ILS Property Website Leads = 3 + 2 + 1 = 6 These leads are tracked as soon as the user clicks the website link from an ILS and lands on the property site.

If 5 people clicked on your property's website link from Apartments.com, then: ILS Property Website Leads = 5

Phone Calls

Phone Calls measures leads who called to show interest.

For a property/PMC during the month of January: • 5 people saw the listing on Apartments.com and clicked the “Call Now” button to speak with the leasing office. • 3 users visited the property’s website, noted the phone number, and called to ask about availability. • 2 leads clicked the click-to-call link from a paid Google ad on mobile. • 1 user found the number through a Facebook ad and called to ask about pet policies. • 1 person scanned a QR code on a flyer, which opened a contact card and called directly. All 12 of these call interactions were tracked either via call tracking software or logged by the onsite team. Phone Calls = 5 (ILS calls) + 3 (website calls) + 2 (ad calls) + 1 (Facebook call) + 1 (QR code call) = 12 total tracked calls during January. So, Phone Calls = 12 — reflecting total interest shown via phone communication.

If 10 people call to inquire, Phone Calls = 10.

Emails

Emails measures leads who emailed to show interest.

For a property/PMC during the month of January: • 2 prospects clicked the "Contact Us" button on the property’s website and sent inquiries asking about floor plan availability. • 1 user filled out a “Request Info” form and submitted it via email, asking for a brochure. • 1 visitor used the email link embedded in a digital ad to reach out with questions about lease terms. • 1 lead used the ILS platform's email feature (like Apartments.com) to message the leasing team directly. • 1 person replied to an automated follow-up email sent from the property CRM and started a conversation. All of these interactions were tracked through Hyly.AI or the Property Management System (PMS). Emails = 2 (website contact) + 1 (info form) + 1 (ad email) + 1 (ILS email) + 1 (CRM reply) = 6 total email inquiries for January. So, Emails = 6, reflecting the number of prospects who reached out via email across different channels.

If 5 prospects reach out via email, Emails = 5.

Tours Scheduled

ILS Tour Schedule Leads are users who click the tour scheduling option available on an ILS platform (like Apartments.com). The ILS records each unique click as a lead—even if the user doesn’t end up completing the tour booking.

Let’s say in June, a property is listed on multiple ILS platforms like Apartments.com and Zillow. • On Apartments.com, 15 users click on the "Schedule a Tour" button. • On Zillow, 10 users do the same. Out of these 25 total clicks: • Only 8 users actually complete the tour scheduling process. • The remaining 17 users exit or abandon the form midway. However, the ILS platforms still record all 25 clicks as leads, because each unique click on the "Schedule a Tour" button is counted—regardless of whether the tour is actually scheduled. Total ILS Tour Schedule Leads = 25

If 10 users click on the “Schedule a Tour” button for a property on Apartments.com, then: ILS Tour Schedule Leads = 10 (Even if only 4 users complete the booking, all 10 are still counted as leads.)

Applications

ILS Leads Applications refer to users who click on the “Submit Application” button from an Internet Listing Service (ILS) platform—such as Apartments.com or Zillow. These clicks are counted as leads, whether or not the user completes the full application process.

Chats

Chats measures leads who used chat to show interest.

If 10 use chat to inquire, Chats = 10.

If 8 users engage through chat, Chats = 8.

ILS Impressions

Impressions represent the total number of times a rental listing is shown to users on an Internet Listing Service (ILS) platform. This metric tracks how often your listing appears in search results, offering insight into visibility—but not user interaction.

Let’s say in the month of June: • Your property is listed on Apartments.com and Zillow. • On Apartments.com, the listing appeared in search results 3,500 times. • On Zillow, it appeared 2,000 times. Even if no one clicks on the listing, each time it shows up on a user’s screen, it counts as an impression. 👉 Total ILS Impressions = 3,500 (Apartments.com) + 2,000 (Zillow) = 5,500 impressions This means your property was seen 5,500 times across ILS platforms—showing high visibility, regardless of clicks or inquiries.

If your property listing appears in search results 5,000 times on Apartments.com in a month, then: ILS Impressions = 5,000 Note: An impression is counted every time the ad appears, even if no one clicks on it.

Search Results

Search Results count how often your property listing appeared when renters searched for apartments on platforms like Apartments.com or Zillow.

For a property/PMC during the month of January: • Your listings appeared 1,800 times on Apartments.com when users searched for apartments in your area. • They showed up 900 times on Zillow in relevant search results. • They were also displayed 300 times on Rent.com during user searches. Even if users didn’t click on the listing, each appearance in search results is counted. Search Results = 1,800 + 900 + 300 = 3,000 total appearances in renter searches across ILS platforms.

If your listing appears 2,000 times in search, Search Results = 2,000.

Details Page

Details Page measures how many times people viewed your listing's full detail page.

If users open the detailed listing 800 times, Details Page Views = 800.

If users open your listing’s full view 500 times, Detail Page Views = 500.

ILS Media Views

Media Views refer to the number of times potential renters or buyers view photos, videos, virtual tours, or other visual content linked to a property listing on an ILS platform.

Let’s say a property listing on Apartments.com includes: • A photo gallery • A video walkthrough • A virtual tour Now imagine the following user activity during a week: • User A views the photo gallery and the virtual tour → 2 media views • User B watches the video walkthrough → 1 media view • User C views all three: photos, video, and virtual tour → 3 media views • User D views only the photos → 1 media view • User E views the virtual tour twice → 2 media views Total Media Views = 2 + 1 + 3 + 1 + 2 = 9 This means the listing’s media content was viewed 9 times in total, regardless of how many unique users there were. Each view of each media type is counted separately.

If 10 users each view a property's photo gallery once,Media Views = 10.

3D Tours

3D Tours measures how many times people viewed or scheduled a 3D virtual tour.

If 60 people view the 3D Tour, 3D Tours = 60.

If 50 people view your 3D tour, 3D Tours = 50.

HD Videos

HD Videos measures how many times people watched HD videos of your property.

If 45 people watch the HD tour video, HD Videos = 45.

If 40 people watch your property’s HD video, HD Videos = 40.

Property Maps

Property Maps measures how many times people looked at your property's map on the listing site.

For a property website or app during the month of January: • 50 users opened the interactive map to explore the location of the community. • 30 users viewed the neighborhood map to check nearby amenities like cafes, gyms, or schools. • 20 users used the unit map to browse available apartments in the building layout. • 10 users accessed the map via a virtual tour that included clickable property locations. Each time a user opens any version of the map (regardless of type), it is counted as one Property Map view. Total Property Map Views = 50 (community map) + 30 (neighborhood map) + 20 (unit map) + 10 (virtual tour map)= 110 This indicates that the property’s location and layout tools were viewed 110 times by users, helping them explore the area and make informed leasing decisions.

If 100 people view your map, Property Maps = 100.

Likes

Likes represent the number of people who engage with your content by liking or reacting to it on social media platforms like Facebook and Instagram in a selected time period. • Post-level likes are the number of likes/reactions on individual posts shared by the property in a selected time period. • Property-level likes refer to the total number of likes/reactions across all posts made by the property during a selected time period.

A property runs social media campaigns on Facebook and Instagram to showcase community updates, events, and new amenities in the month of January. Here’s how it played out the month of January: • Number of posts made: 12 • Likes on each post: ◦ Post 1: 40 likes ◦ Post 2: 55 likes ◦ Post 3: 30 likes ◦ … ◦ Post 12: 60 likes • Post-level likes: Each number above shows how many people liked a specific post. • Property-level likes: When you add all likes across the 12 posts, the total is 520 likes for the month. This helps the property team understand how much engagement their social media content is driving overall—and which posts perform best.

• A property posts a new renovation update on Instagram. That post receives 50 likes. These are counted as post-level likes. • If the property made 10 posts in the month of January, and those posts received a total of 500 likes, that’s the property-level likes for January.

New Likes

New Likes represent the number of additional likes your page or posts have received during a selected time period, compared to the same time period reviewed at an earlier point. It reflects how engagement has grown over time across all your social content.

Let’s say a property shared a photo of their renovated clubhouse on Instagram. • On July 1st, the post had 60 likes • On July 31st, the same post had 85 likes New Likes = 85 - 60 = 25 So, this post received 25 new likes over the past week — indicating continued engagement even after the initial post date.

One of the property Instagram posts had 60 likes when checked last week. When checked again this week, the post had 75 likes. That means the post gained 15 new likes during this period.

Followers

Followers represent the unique number of people who follow the property's page on social media platforms like Facebook or Instagram in a selected time range. This shows the size of the property's engaged audience over time.

A property actively posts photos, events, and leasing updates on their Facebook and Instagram pages. Here’s how their audience has grown: • Start of the month of January: 950 followers • End of the month of January: 1,200 followers Follower Growth: They gained 250 new followers in the month of January. This increase shows that their content is reaching more people and building interest in the community.

The Instagram page for a property had 1,200 followers as of January. That means 1,200 unique people chose to follow the property’s page and receive updates as of January.

New Followers

New Followers represent the number of additional people who started following your property’s social media pages (like Instagram or Facebook) during a selected time period, compared to the previous time the follower count was checked. This helps you track how your audience is growing. Note: The follower count can also decrease if people unfollow your page, so the number may go up or down depending on audience engagement and retention.

Let’s say a property posted a video tour of their newly renovated clubhouse on Facebook and Instagram. • As of Monday, their Instagram page had 2,500 followers. • After five days of engagement and boosted promotion, when checked again on Friday — their follower count is now 2,620. New Followers = 2,620 - 2,500 = 120 This means 120 new people started following their page after seeing and engaging with their post — signalling stronger interest and expanding their reach for future marketing.

Last week, your property’s Instagram page had 1,000 followers. This week, it shows 1,050 followers. That means you gained 50 new followers in this time period.

Comments

Comments represent the number of responses or messages left by users on the property’s social media posts—such as on Facebook or Instagram during a selected time period.. • Post-level comments refer to the number of comments made on a specific post during a selected time period. • Property-level comments are the total number of comments across all posts made by the property during a selected time period. These comments reflect engagement and interest, and often provide useful feedback or questions from prospects.

Property actively shares updates on Facebook and Instagram, including events, new amenities, and leasing offers in the month of January. Here’s how it played out for January: • Number of posts made: 10 • Comments per post: ◦ Post 1: 8 comments ◦ Post 2: 5 comments ◦ Post 3: 12 comments ◦ … ◦ Post 10: 10 comments Post-level comments: Each number above shows how many users engaged with a specific post by commenting on it. Property-level comments: Adding all comments across the 10 posts gives a total of 95 comments for the month. These comments help the leasing team understand what prospects are curious about—like pricing, amenities, pet policies, or availability.

• A property posts a photo of its new rooftop lounge on Instagram in January. That post receives 12 comments, with users asking questions like “Is this open year-round?” or “How do I schedule a tour?” These are counted as post-level comments. • If the property made 8 posts in January and received a total of 90 comments, that would be the property-level comments for the selected time range.

New Comments

New Comments represent the number of additional comments the property social media posts have received during a selected time period, compared to when it was last checked. It helps track how much interaction the content is sparking.

Let’s say your property shared a video tour of a model unit on Instagram. • When checked last Friday, the post had 22 comments. • After a new round of promotions and story shares, you checked again this Friday — it now shows 37 comments. New Comments = 37 - 22 = 15 That means 15 new people left a comment in the past week — possibly asking about rent, amenities, or tour availability — showing increased engagement with the post.

Last week, a property’s Instagram post had 10 comments. This week, when checked again, it has 15 comments. That means the property’s post received 5 new comments during this time frame.

*JTurner ORA Score

The ORA Score (Online Reputation Assessment) is a monthly metric developed by J Turner Research, a leading reputation management company for the multifamily industry. It reflects how well a property is performing online in terms of resident feedback, reviews, and reputation. The score ranges from 0 to 100 — the higher the score, the better the property’s online reputation.

ORA Score Calculation Breakdown 1. Single Property – Single Month This is the most basic case. Each property receives one ORA score per month from J Turner. Example: Property A's ORA score for May = 67.4 → That’s the score we show in reports for that property and month. 2. Single Property – Multiple Months When you select one property across several months, we calculate the average of all monthly scores for that property. Example: Property A scores: • March = 66.0 • April = 67.2 • May = 68.4 Average ORA = (66.0 + 67.2 + 68.4) / 3 = 67.2 3. Multiple Properties – Single Month If you're viewing multiple properties for the same month, we calculate the average of all those property scores. Example: • Property A = 67.4 • Property B = 69.0 • Property C = 65.6 Average ORA = (67.4 + 69.0 + 65.6) / 3 = 67.33 4. Multiple Properties – Multiple Months This is the most common scenario in the Halo dashboard. We calculate the overall average across all selected properties and all selected months. Example: You select 3 properties across 2 months (April and May). That’s 3 × 2 = 6 values total. ORA Scores: • Property A: April = 66.0, May = 67.0 • Property B: April = 68.0, May = 69.0 • Property C: April = 65.0, May = 66.0 Total = 66 + 67 + 68 + 69 + 65 + 66 = 401 Average = 401 / 6 = 66.83 5. PMC ORA Score (Portfolio Level) This is the average of all property scores across the selected months for a specific PMC. Example: If the PMC had an average ORA of: • April = 67.47 • May = 67.45 Then the PMC ORA score = (67.47 + 67.45) / 2 = 67.46

Let’s say you manage Sunset Apartments. • In June, J Turner gives Sunset Apartments an ORA score of 72.5 • This score reflects how well the property is doing in terms of online reviews, ratings, and overall reputation that month. Interpretation: A score of 72.5 (out of 100) means Sunset Apartments has a strong online reputation for June—better than many others in the industry.

*PMC ORA Score

The PMC ORA Score is the portfolio-level average ORA score across all properties managed by a Property Management Company (PMC) for a given time period.

Imagine your company manages 3 properties. ORA Scores: • April: ◦ Property A: 67.2 ◦ Property B: 68.0 ◦ Property C: 66.5 • May: ◦ Property A: 67.5 ◦ Property B: 68.3 ◦ Property C: 66.7 You have 6 scores total. Calculation: Add all the scores: 67.2 + 68.0 + 66.5 + 67.5 + 68.3 + 66.7 = 404.2 Divide by the no. of values which is 6 in this case: 404.2 ÷ 6 = 67.37 Final PMC ORA Score = 67.37 This is your company’s average reputation score across all properties and months. It helps you see how your portfolio is performing overall.

J Turner provides a monthly PMC score, based on the average of all property scores within that PMC. In Hyly.AI, we calculate this by averaging all the scores across selected properties and months. Example: PMC has 3 properties. ORA scores: • April: 67.2, 68.0, 66.5 • May: 67.5, 68.3, 66.7 Sum of all scores = 67.2 + 68.0 + 66.5 + 67.5 + 68.3 + 66.7 = 404.2 Total values = 6 PMC ORA Score = 404.2 / 6 = 67.37

*National ORA Score

The National ORA (Online Reputation Assessment) Score is the industry-wide average ORA score across all Property Management Companies tracked by J Turner nationwide. It reflects the benchmark for online reputation in the multifamily industry.

J Turner calculates this monthly by averaging ORA scores from all properties in their national database. In Hyly.AI, we receive this score monthly via API. When viewing multiple months, we show the average across the selected months. Example: • April: 65.8 • May: 66.2 National ORA Avg. = (65.8 + 66.2) / 2 = 66.0

Every month, J Turner calculates the national average ORA score across all properties in the U.S. Let’s say: • In April, the national average ORA score is 65.8 • In May, it’s 66.2 If you’re viewing a report across both months, we calculate the average: National ORA Score = (65.8 + 66.2) / 2 = 66.0

Rating

Opiniion Rating refers to the average review score a property receives across major public review platforms, collected and standardized by Opiniion. It includes ratings from sites like Google, Yelp, Apartments.com, Facebook, and ApartmentRatings.com. Halo pulls this data directly from Opiniion to give teams a unified view of how prospects and residents publicly rate their experience with the property. In simple terms, it shows how the public perceives your property across all the major review channels that Opiniion tracks.

Opiniion calculates each rating based on the live scores shown on the respective platforms. For example, if a property has: • Google: 4.2 • Yelp: 3.8 • Apartments.com: 4.1 • Facebook: 4.5 • ApartmentRatings.com: 3.9 Then each tile in Halo shows the exact same score as Opiniion does for that platform. For Overall Public Rating, Opiniion typically averages the scores of the public review sites it tracks for that property. So using the numbers above: Overall Public Rating = (4.2 + 3.8 + 4.1 + 4.5 + 3.9) ÷ 5 = 4.1

Let’s say a property has the following ratings this month: • Google Rating: 4.3 • Yelp Rating: 4.0 • Apartments.com Rating: 4.2 • Facebook Rating: 4.6 • ApartmentRatings.com Rating: 3.8 This means: • Each tile in Halo displays the exact rating by platform from Opiniion. • The Overall Public Rating becomes the average of the five scores. Overall Public Rating = (4.3 + 4.0 + 4.2 + 4.6 + 3.8) ÷ 5 = 4.18 ≈ 4.2

Standard Current Spend

Standard Current Spend refers to the actual marketing budget currently being spent on digital advertising for a property, excluding any optimization or forecast adjustments. It represents the baseline or default spend level prior to applying SmartDA’s predictive recommendations or budget tiering (Good/Better/Best). Standard Current Spend serves as a reference point against which optimized budgets are compared. It helps property managers evaluate how their current ad spend stacks up to what SmartDA recommends based on leasing demand, market benchmarks, and predicted performance.

A property manager oversees a 200-unit multifamily property in Phoenix and has been allocating $2,000/month to Google and Facebook ads. This budget was set based on past habits, without considering upcoming leasing demand. After implementing Yardi SmartDA, the system analyzes: • 60-day lease exposure (10 units expected to be vacant) • Historical ad performance • Market average spend (~$2,800/month for similar properties) SmartDA recommends: • Good Spend: $1,800 • Better Spend: $2,500 • Best Spend: $3,000 In this scenario, the Standard Current Spend of $2,000 acts as a baseline to assess whether the property is under-spending, on track, or needs to increase budget to meet leasing goals.

Let’s say a property is currently spending $1,500/month on digital ads for their property. This amount is what they’ve been budgeting regularly, without any guidance from SmartDA. That $1,500 is the Standard Current Spend for the property.

DemandX Current Spend

DemandX Current Spend refers to the actual digital advertising budget currently being spent by a property (or portfolio) to drive leads and leases. It serves as a reference point to compare against SmartDA’s recommended spend tiers (Good/Better/Best) and the Market Average Spend, allowing marketers to determine whether their current investment aligns with their leasing demand and industry benchmarks. It reflects how much you are currently investing in ads across platforms like Google, Facebook, ILS, etc., based on real billing data, not forecasts.

Let’s say a property is reviewing its ad budget: • Google Ads: $900 • Facebook Ads: $650 • Instagram: $200 • Apartments.com: $700 • Retargeting: $250 Total Spend = $900 + $650 + $200 + $700 + $250 = $2,700 SmartDA recommends: • Good: $2,000 • Better: $2,500 • Best: $3,000 Since their current spend is $2,700, you're above the “Better” tier — closer to “Best.” This helps them to decide if their ad investment aligns with their leasing needs.

A property is spending: ◦ $800/month on Google Ads ◦ $600/month on Facebook Ads ◦ $600/month on listing services Current Spend = $800 + $600 + $600 = $2,000/month This $2,000 figure is your DemandX Current Spend.

Good Spend

Good Spend is the minimum recommended advertising budget from Yardi SmartDA to maintain basic leasing performance. It’s the lowest tier in the "Good / Better / Best" framework and is meant to sustain occupancy when demand is steady or low.

Imagine your community has 4 units becoming vacant in the next 60 days and a stable local market. SmartDA analyzes historical performance and forecasts: • Good Spend: $1,800 • Expected Clicks: 400 • Expected Prospects: 15 Choosing the Good tier helps you meet basic exposure with modest reach. It's useful if your current occupancy is high and marketing pressure is low.

If SmartDA recommends: • Good Spend: $1,500 • Better Spend: $2,000 • Best Spend: $2,500 Then $1,500 is the baseline amount suggested to keep leasing on track with minimal investment.

Better Spend

Better Spend is the mid-tier recommended advertising budget in Yardi SmartDA’s “Good / Better / Best” framework. It’s designed for properties looking to optimize leasing performance by increasing exposure and lead quality without overspending. This tier is typically used when there’s moderate leasing pressure or a need to compete more effectively in the market.

Let’s say a property has 6 upcoming vacancies and wants to lease quickly to maintain occupancy. Based on local demand and historical ad performance, SmartDA recommends: • Better Spend: $2,000 • Projected Clicks: 600 • Projected Prospects: 22 • Projected Leases: 4 This level of spend gives the property a stronger reach and higher-quality traffic than the Good Spend tier, helping it stay ahead in a competitive leasing environment without committing to the highest investment.

If SmartDA recommends: • Good Spend: $1,500 • Better Spend: $2,000 • Best Spend: $2,500 Then $2,000 is the middle option — aimed at delivering stronger leasing results while still maintaining budget efficiency.

Best Spend

Best Spend is the highest-tier recommended advertising budget in Yardi SmartDA’s “Good / Better / Best” framework. It’s intended for properties that want maximum exposure and lead volume, typically during high leasing pressure, new lease-ups, or when facing stiff competition. This tier aims to generate the fastest leasing results by fully aligning ad spend with market demand and available inventory.

Imagine a property is opening a new building with 10 vacant units that must be filled within 30 days. SmartDA provides: • Best Spend: $2,500 • Projected Ad Clicks: 850 • Projected Prospects: 35 • Projected Leases: 6 In this case, the Best Spend option helps the leasing team go all-in on filling units quickly by maximizing ad reach across Google, Meta, and ILS platforms. The return is expected in the form of higher conversion rates and faster occupancy gains.

If SmartDA recommends: • Good Spend: $1,500 • Better Spend: $2,000 • Best Spend: $2,500 Then $2,500 is the most aggressive budget tier, meant to drive the highest number of qualified leads and signed leases.

Recommended Spend

Recommended Spend is the advertising budget amount that SmartDA suggests for a property based on its upcoming leasing needs, market trends, and past campaign performance. It's powered by machine learning and is often presented in tiered options: Good, Better, and Best — allowing marketers to select a budget level aligned with their goals and urgency.

A 250-unit property has 12 units expected to become vacant in the next 60 days. Based on similar properties and historical data, SmartDA forecasts the following: • Average Cost Per Lead: $100 • Leads needed to fill 12 units (assuming 25% lease conversion): 48 leads • Total spend required: 48 leads × $100 = $4,800 So, SmartDA might offer: • Good: $3,000 (fills basic demand, ~7–8 leases) • Better: $4,200 (meets target demand, ~10–11 leases) • Best: $5,000 (fills all 12 expected vacancies) These tiers are data-backed and reflect how different budget levels impact the ability to meet exposure.

If SmartDA analyzes your property and upcoming exposure, it may recommend: • Good: $1,200/month • Better: $2,000/month • Best: $2,800/month You can choose a tier depending on how aggressive you want your lead generation to be.

Standard Avg. Market Spend

Standard Avg. Market Spend refers to the average advertising budget typically spent by properties similar in size, type, and market location. This benchmark helps you understand what a typical property spends on digital advertising—providing a baseline for comparison when evaluating your own ad budgets or SmartDA’s recommendations. It is not personalized to your property’s current exposure or goals but gives a market-level context for what “standard” looks like.

Imagine there’s a 180-unit property in Dallas. • SmartDA looks at 100+ similar properties in Dallas with 150–200 units. • The average spend across these properties is calculated to be $2,800/month. • Your current ad spend is $1,500/month. • While SmartDA may recommend $3,200/month to meet your upcoming vacancy needs (Recommended Spend), the Standard Avg. Market Spend of $2,800/month shows you’re currently spending well below market norms. This metric doesn’t tell you what you need to spend, but helps anchor expectations against what others like you are spending.

Let’s say you're managing a 200-unit property in Austin. • SmartDA reports that the Standard Avg. Market Spend for similar properties in Austin is $2,500/month. • This gives you a baseline to compare your current spend or evaluate whether your ad budget is under- or over-invested compared to peers.

DemandX Avg. Market Spend

DemandX Avg. Market Spend refers to the average ad budget spent by similar properties with comparable demand levels in the same market. Unlike the Standard Avg. Market Spend (which is purely market-based), this benchmark adjusts for leasing demand, offering a more tailored and performance-aware comparison. It shows what properties with similar urgency and vacancy pressure are spending—helping you align your budget with the real advertising needs of the moment.

Imagine a 250-unit property in Phoenix, with 10 leases to fill next month. • SmartDA groups similar properties in Phoenix that are facing similar demand levels—let's say 9–12 move-ins. • It analyzes their actual ad spend and calculates an average of $3,600/month. • This becomes the DemandX Avg. Market Spend. You’re currently spending $2,000/month. • Compared to the Standard Avg. Market Spend of $2,800, you seem close. • But compared to the DemandX Avg. Market Spend of $3,600, you’re underspending relative to your demand. This tells you: the market spends more when demand is high, and to keep pace with leasing goals, your budget may need to increase.

Your property has 8 upcoming vacancies, and you're trying to plan the ad spend. • SmartDA finds that properties with similar leasing demand (i.e. 6–10 upcoming move-ins) in your market are spending an average of $3,200/month. • That $3,200 is the DemandX Avg. Market Spend, and gives you a more accurate benchmark than a general market average.

Estimated Revenue Opportunity

Estimated Revenue Opportunity represents the total potential rental income a property could generate from leasing its currently vacant or upcoming available units. It serves as a financial goalpost—helping you understand what’s at stake if you meet your leasing targets. It’s typically calculated based on: • The number of vacant or upcoming units • The average first-month rent per unit

Let’s say a property is preparing for the next leasing cycle: • Vacant Units: 4 • Upcoming Move-Outs: 3 • Total Leasing Opportunities: 7 units • Average Rent per Unit: $1,400 Estimated Revenue Opportunity = 7 × $1,400 = $9,800 This $9,800 figure helps the marketing and leasing team understand: • What they stand to gain in rent if they fill all upcoming vacancies • The financial justification for ad spend and urgency for campaign launches If SmartDA recommends a $2,000 ad budget, that’s just 20% of your potential gain—a worthwhile trade-off if the campaign helps close those leases.

You have 5 vacant units and each rents for $1,200/month. Estimated Revenue Opportunity = 5 × $1,200 = $6,000 This means you have a $6,000 revenue opportunity if all those units are leased.

Estimated Clicks

Estimated Clicks refers to the projected number of times prospects will click on your ads during a campaign. It's a forecasted metric based on your ad spend, past performance, channel benchmarks (like Google Ads or Meta), and campaign targeting. It helps you gauge how much digital traffic your ads are likely to generate—and how much engagement you might expect.

Imagine a property is planning a two-week digital leasing campaign: • Ad Spend Planned: $1,500 • Target Platforms: Google Display + Facebook • Based on previous performance and similar campaigns, SmartDA predicts: ◦ Estimated Clicks = 450 This means the marketing team can expect approximately 450 prospects to click through the ads—visiting the property website, landing pages, or scheduling tools. They can then estimate performance downstream: • If 10% of clicks convert to scheduled tours → ~45 tours • If 25% of those tours convert to leases → ~11 new leases This kind of forecasting allows teams to plan for leasing activity and staffing.

Let’s say your ad platform predicts: • Estimated Clicks = 300 • For an ad spend of $1,000 This means your campaign is expected to get about 300 clicks from prospects across platforms like Google or Facebook during its run.

Estimated Conversions

Estimated Conversions refer to the predicted number of prospects who will take a valuable action—like scheduling a tour, submitting an application, or signing a lease—after interacting with your digital ads. This estimate is based on past campaign data, platform benchmarks (Google, Meta, etc.), current ad spend, and market conditions. It helps you forecast campaign impact before launch.

Let’s say a property is running a $2,000 campaign across Google and Facebook. Based on: • Previous conversion rates • Target market behavior • Property's leasing urgency The platform predicts: • Estimated Conversions = 40 These conversions could include: • 25 scheduled tours • 10 applications submitted • 5 leases signed This forecast lets the leasing team anticipate traffic and prepare resources—like having leasing agents ready or optimizing the tour calendar.

You're planning a digital ad campaign with: • Ad Spend: $1,000 • Estimated Conversions: 25 That means the platform predicts around 25 prospects will complete a desired action (e.g. booking a tour or applying) from the ad campaign.

Forecasted Clicks

Forecasted Clicks refer to the estimated number of times prospects will click on your ad during a campaign. This prediction is made using historical ad performance, property-specific demand, budget levels, and platform benchmarks (from Google, Meta, etc.). It helps you understand how much engagement your ad is likely to generate before launching it.

Let’s say a property is preparing a $2,000 ad campaign on Google and Facebook. Based on: • Previous campaigns • The property's leasing urgency • Seasonality and platform benchmarks The platform estimates: • Forecasted Clicks = 1,500 These 1,500 clicks might come from: • 1,000 on Google search ads (from renters actively searching for apartments) • 500 from Facebook or Instagram display ads (from renters engaging visually) This gives the marketing team a good sense of how much traffic they can expect to the website or landing page, even before the campaign begins.

You're planning to spend $1,000 on digital ads. The platform estimates you’ll receive 800 clicks from potential renters. So, Forecasted Clicks = 800, meaning around 800 people are expected to interact with your ad by clicking it.

Forecasted Prospects

Forecasted Prospects refers to the estimated number of potential renters (prospects) expected to enter your leasing funnel as a result of your ad campaign. These are not just people who click — they are the ones expected to show intent, such as scheduling a tour, calling, or filling out a form. It’s a way to predict how many real leasing opportunities your ad dollars may generate.

Let’s say a property runs a campaign using Google Search and Facebook Ads with a budget of $2,000. The DemandX engine reviews: • Previous leasing data • Similar campaigns in your market • Vacancy urgency and historical lead quality It forecasts: • 1,500 clicks • 150 prospects — users who will likely take leasing actions like: ◦ Scheduling a tour ◦ Calling the property ◦ Filling out a contact form These 150 forecasted prospects are people who go beyond clicks and show real intent to lease. This helps the leasing and marketing teams align expectations, staffing, and follow-up workflows.

You plan to run a $1,000 ad campaign. Based on past performance, ad targeting, and platform data, your system forecasts 50 prospects. So, Forecasted Prospects = 50, meaning your campaign is expected to generate interest from about 50 potential renters.

Forecasted Exposure

Forecasted Exposure refers to the estimated number of times your property’s ads will be seen (impressions) during a campaign period based on your ad spend, market demand, and platform algorithms. In other words, it predicts how much visibility your ad campaign will generate — how many times your property will show up in front of potential renters across platforms like Google, Facebook, or Instagram.

Let’s say a property is launching a new leasing campaign. • Campaign Budget: $2,000 • Targeting: Google Display Network + Meta (Facebook/Instagram) • Property Demand: High — lease-up phase • Ad Strategy: Focused on awareness and retargeting Using SmartDA/DemandX intelligence, the platform analyzes: • Market competition • Historical click-through rates (CTR) • CPM (Cost per 1,000 impressions) benchmarks • Channel-specific delivery efficiency It estimates: • Forecasted Exposure = 250,000 impressions This means the property’s ads are expected to be shown 250,000 times to qualified audiences in the area, creating top-of-funnel awareness for the new phase.

You plan to spend $500 on ads this month. Based on past performance, the system forecasts 50,000 impressions. So, your Forecasted Exposure = 50,000, meaning your ads are expected to appear 50,000 times across various platforms.

Chat Total New Leads

Chat Total New Leads refers to the total number of new leads (guest cards) created through the Hayley Chat Bot during the selected time period. This metric includes all lead creation events where the assist is Hayley Chat, meaning the chatbot directly helped capture the prospect’s information and generate the guest card. In simple terms, it counts every lead generated by Hayley Chat.

Chat Total New Leads is calculated as: Chat Total New Leads = COUNT (Guest Card Submits where h_assist = Hayley Chat) (Only new lead creation events assisted by Hayley Chat are included.)

Let’s say during a given month: • 180 guest cards were submitted through Hayley Chat • 25 leads were created through other channels (excluded) Chat Total New Leads = 180

Chat Total Bot Traffic

Chat Total Bot Traffic refers to the total number of unique Hayley Chat sessions recorded during the selected time period. A Hayley Chat session is defined as a continuous conversation identified by a unique contact_id (if available) or a session_id (if the contact is unknown). Session IDs are determined using Hayley Chat message activity or associated click activity. All events within a session must occur within 30 minutes of each other and must share the same source, as recorded by Hyly.AI. In cases where a lead is created through Hayley Chat but no session is recorded, the system assumes one session for that lead and includes it in this metric. This metric includes traffic from both known and unknown users.

Total Bot Traffic is calculated as: Total Bot Traffic = COUNT(DISTINCT Hayley Chat Sessions) Where a Hayley Chat Session is defined as: • Grouped by contact_id if available, otherwise by session_id • All events occur within 30 minutes of one another • All events share the same source

Let’s say during a given month: • 600 chat interactions occurred • These interactions grouped into: ◦ 420 unique sessions from known contacts ◦ 180 unique sessions from unknown visitors Total Bot Traffic = 420 + 180 = 600

Chat Total After Hours Tours Booked

Chat Total After Hour Tours refers to the number of tours scheduled outside standard office hours that were assisted specifically by Hayley Chat during the selected time period. These tours are booked through automated chat interactions when onsite teams are typically unavailable. Hyly’s default definition of after-hours is: 6 PM EST to 9 AM EST (Actual office hours may vary by PMC.)

Total After Hour Tours is calculated as: Total After Hour Tours = SUM(Tours where scheduled time is after-hours AND h_assist = Hayley Chat) (After-hours are defined as 6 PM EST to 9 AM EST by default.)

Let’s say during a given month: • 22 tours were scheduled after 6 PM or before 9 AM • 16 of those tours were assisted by Hayley Chat • The remaining after-hour tours came from other channels (excluded) Total After Hour Tours = 16

Mail Total Messages

Mail Total Messages refers to the total number of unique messages (identified by message_id) recorded during the selected time period. This includes both questions and answers, regardless of when they were sent. Each message is counted only once based on its unique message_id.

Total Messages is calculated as: Total Messages = COUNT(DISTINCT message_id) (Includes both question and answer message types recorded in the selected time range.)

Let’s say during a given month: • 1,200 messages were recorded • 150 were duplicate records of the same message IDs • Messages included both prospect questions and AI or agent responses Total Messages = 1,050

Mail After Hour Messages Sent

Mail Total After Hour Messages refers to the total number of unique messages (identified by message_id) recorded during the selected time period that occurred outside standard office hours. This includes both questions and answers, as long as the message was sent or recorded between 6 PM EST and 9 AM EST. Each message is counted only once based on its unique message_id. Hyly’s default definition of after-hours is: 6 PM EST to 9 AM EST (Office hours may vary by PMC.)

Total After Hour Messages is calculated as: Total After Hour Messages = COUNT(DISTINCT message_id where message_time is between 6 PM EST and 9 AM EST) (Includes both question and answer message types.)

Let’s say during a given month: • 320 messages were recorded between 6 PM and 9 AM • 40 of those were duplicate message IDs (same message logged multiple times) • Messages included both prospect questions and AI or system responses Total After Hour Messages = 280

Mail Total Click Rate

Hayley Mail Total Click Rate refers to the percentage of Hayley Mail (Agent AI) messages that resulted in at least one unique click during the selected time period. It is calculated by dividing the total number of unique clicks by the total number of Hayley Mail sends. Because the same Hayley Mail campaign can be sent multiple times to the same contact, each send is counted separately, and a unique click is recorded as the first click after each send event, if a click occurs.

Hayley Mail Total Click Rate is calculated as: Hayley Mail Total Click Rate = SUM(Unique Clicks) ÷ SUM(Sends) (Where SUM includes only campaigns under the Hayley Mail product category, and unique clicks count the first click after each send event.)

Let’s say during a given month: • Hayley Mail Sends = 400 • Unique Clicks (first click per send) = 90 Hayley Mail Total Click Rate = 90 ÷ 400 = 0.225 = 22.5%

Mail After Hour Tours Booked

Mail Total After Hour Tours refers to the number of tours scheduled outside standard office hours that were assisted specifically by Hayley Mail (Agent AI) during the selected time period. These tours are booked through automated email interactions when onsite teams are typically unavailable. Hyly’s default definition of after-hours is: 6 PM EST to 9 AM EST (Actual office hours may vary by PMC.)

Mail Total After Hour Tours is calculated as: Mail Total After Hour Tours = SUM(Tours where time is after-hours AND h_assist = Hayley Mail) (After-hours are defined as 6 PM EST to 9 AM EST by default.)

Let’s say during a given month: • 18 tours were scheduled after 6 PM or before 9 AM • Of those, 12 were assisted by Hayley Mail • The remaining after-hours tours came from Chat Bot or Scheduler (excluded) Mail Total After Hour Tours = 12

Mail Total Tours Booked

Mail Total Tours Booked refers to the total number of tours scheduled through Hayley Mail (Agent AI) during the selected time period. A tour is counted in this metric when its corresponding schedule event has assist = Hayley Mail, meaning the tour was booked directly through an automated email interaction rather than through chat, scheduler, API, or an agent.

Mail Total Tours Booked is calculated as: Mail Total Tours Booked = SUM(Schedules where h_assist = Hayley Mail) (Only tour schedules in the selected time range and assisted by Hayley Mail are included.)

Let’s say during a given month: • Total tours scheduled = 120 • Of these, 25 were assisted by Hayley Mail • Remaining tours came from Chat Bot, Scheduler, API, or agents Mail Total Tours Booked = 25

Drips AMPS

Drips AMPS measures how many full-time agent equivalents are added through the automation of Drip email campaigns within the Hayley Suite. It converts the total number of Drip email sends into standardized agent hours saved, based on the assumption that manually creating and sending each Drip email would take an onsite agent 15 minutes.

1. Convert Drip sends into agent hours Agent Hours (Drips) = (Total Drip Sends × 15 mins) ÷ 60 2. Normalize per month per property Hours per Month per Property = Total Drip Hours ÷ #Months ÷ #Properties 3. Convert hours into AMPS Drips AMPS = Hours per Month per Property ÷ 160 (160 = standard full-time agent work hours per month.)

Let’s say for a given month: • Total Drip Sends = 900 Agent Hours (Drips) = (900 × 15) ÷ 60 = 225 hours Hours per Month per Property = 225 ÷ 1 ÷ 1 = 225 Drips AMPS = 225 ÷ 160 = 1.40625 Drips AMPS = 1.41 agents/month/property This means automated Drip emails delivered the workload equivalent of 1.4 full-time agents for that property in that month.

Drips Total Sends

Drips Total Sends refers to the total number of Drip email messages sent during the selected time period. Each time a Drip email is delivered to a contact, it counts as one “send,” even if multiple Drip steps are triggered for the same person. Only campaigns classified under the Drips product category are included.

Drips Total Sends is calculated as: Drips Total Sends = SUM(Sends across all Drip email campaigns) (Only email campaigns categorized under Drips are counted.)

Let’s say during a given month: • Drip Campaign A → 600 sends • Drip Campaign B → 400 sends • Drip Campaign C → 250 sends Total Sends = 600 + 400 + 250 = 1,250 Drips Total Sends = 1,250

Drips Total Click Rate

Drips Total Click Rate refers to the percentage of Drip email messages that resulted in at least one unique click by recipients during the selected time period. It is calculated by dividing the total number of unique clicks by the total number of Drip email sends. Only campaigns categorized under the Drips product category are included.

Drips Total Click Rate is calculated as: Drips Total Click Rate = SUM(Unique Clicks) ÷ SUM(Sends) (Where SUM includes only Drip email campaigns.)

Let’s say during a given month: • Drip Campaign A → 500 sends / 75 unique clicks • Drip Campaign B → 300 sends / 45 unique clicks Total Sends = 800 Total Unique Clicks = 120 Drips Total Click Rate = 120 ÷ 800 = 0.15 = 15%

Drips Total Open Rate

Drips Total Open Rate refers to the percentage of Drip email messages that were opened at least once by recipients during the selected time period. It is calculated by dividing the total number of unique opens by the total number of Drip email sends. Only email campaigns categorized under the Drips product category are included.

Drips Total Open Rate is calculated as: Drips Total Open Rate = SUM(Unique Opens) ÷ SUM(Sends) (Where SUM includes only Drip email campaigns.)

Let’s say during a given month: • Drip Campaign A → 500 sends / 210 unique opens • Drip Campaign B → 300 sends / 120 unique opens Total Sends = 500 + 300 = 800 Total Unique Opens = 210 + 120 = 330 Drips Total Open Rate = 330 ÷ 800 = 0.4125 = 41.25%

Blasts AMPS

Blasts AMPS measures how many full-time agent equivalents are added through the automation of Blast email campaigns within the Hayley Suite. It converts the total number of Blast sends into standardized agent hours saved, based on the assumption that manually creating and sending each Blast would take an onsite agent 5 minutes.

1. Convert Blast sends into agent hours Agent Hours (Blasts) = (Total Blast Sends × 5 mins) ÷ 60 2. Normalize per month per property Hours per Month per Property = Total Blast Hours ÷ #Months ÷ #Properties 3. Convert hours into AMPS Blasts AMPS = Hours per Month per Property ÷ 160 (160 = standard full-time agent work hours per month.)

Let’s say for a given month: • Total Blast Sends = 1,200 Agent Hours (Blasts) = (1,200 × 5) ÷ 60 = 100 hours Hours per Month per Property = 100 ÷ 1 ÷ 1 = 100 Blasts AMPS = 100 ÷ 160 = 0.625 Blasts AMPS = 0.63 agents/month/property This means automated Blast emails replaced 63% of a full-time agent’s workload for that property in that month.

Blasts Total Sends

Blasts Total Sends refers to the total number of Blast email messages sent during the selected time period. Every time a Blast email is delivered to a contact, it counts as one “send,” even if the same Blast campaign is sent multiple times or the same contact receives more than one Blast. Only campaigns that belong to the Blasts product category are included.

Blasts Total Sends is calculated as: Blasts Total Sends = SUM(Sends across all Blast email campaigns) (Only email campaigns categorized under Blasts are included.)

Let’s say during a given month: • Blast Campaign A → 800 sends • Blast Campaign B → 500 sends • Blast Campaign C → 300 sends Total Sends = 800 + 500 + 300 = 1,600 Blasts Total Sends = 1,600

Blasts Total Click Rate

Blasts Total Click Rate refers to the percentage of Blast email messages that resulted in at least one unique click during the selected time period. It is calculated by dividing the total number of unique clicks by the total number of Blast email sends. Only email campaigns categorized under the Blasts product group are included.

Blasts Total Click Rate is calculated as: Blasts Total Click Rate = SUM(Unique Clicks) ÷ SUM(Sends) (Where SUM includes only Blast email campaigns.)

Let’s say during a given month: • Blast Campaign A → 700 sends / 95 unique clicks • Blast Campaign B → 300 sends / 60 unique clicks Total Sends = 1,000 Total Unique Clicks = 155 Blasts Total Click Rate = 155 ÷ 1,000 = 0.155 = 15.5%

Blasts Total Open Rate

Blasts Total Open Rate refers to the percentage of Blast email messages that were opened at least once by recipients during the selected time period. It is calculated using the total number of unique opens divided by the total number of Blast email sends. Only email campaigns that belong to the Blasts product category are included.

Blasts Total Open Rate is calculated as: Blasts Total Open Rate = SUM(Unique Opens) ÷ SUM(Sends) (Where SUM includes only Blast email campaigns.)

Let’s say during a given month: • Blast Campaign A → 700 sends / 280 unique opens • Blast Campaign B → 300 sends / 90 unique opens Total Sends = 700 + 300 = 1,000 Total Unique Opens = 280 + 90 = 370 Blasts Total Open Rate = 370 ÷ 1,000 = 0.37 = 37%

Events Total Sends

Events Total Sends refers to the total number of Event email messages sent during the selected time period. Every time an Event email is delivered to a contact, it counts as one “send,” even if the same campaign sends multiple times or the same contact receives more than one Event email. Only email campaigns that belong to the Events product category are included.

Events Total Sends is calculated as: Events Total Sends = SUM(Sends across all Event email campaigns) (Only campaigns categorized under Events are included.)

Let’s say during a given month: • Event Invitation Email → 500 sends • Event Reminder Email → 300 sends • Event Follow-up Email → 150 sends Total Sends = 500 + 300 + 150 = 950 Events Total Sends = 950

Events RSVPs

Events RSVPs refers to the total number of people who RSVP’d for an event, including the primary contact and any additional guests they indicated. A contact is counted toward RSVPs when their RSVP status is “rsvped.” This metric reflects confirmed interest or intent to attend an event, regardless of final attendance. Events RSVPs can be calculated and displayed at the campaign level for each Event.

Events RSVPs is calculated as: Events RSVPs = SUM(added_guest + 1 for all records where RSVP Status = “rsvped”) (Each RSVP counts as 1, plus any additional guests submitted with the RSVP.)

Let’s say for a specific Event campaign: • 40 people RSVP’d • 12 of those added an extra guest RSVP calculation: • Primary RSVPs = 40 × 1 = 40 • Added guests = 12 Events RSVPs = 40 + 12 = 52 Events RSVPs = 52

Events Attendance

Events Attendance refers to the total number of attendees who actually participated in an event, based on RSVP and attendance tracking. A contact is counted toward attendance when their RSVP status is “rsvped” and their attendance status = 1 (marked as attended). This metric reflects confirmed event participation, not just interest or email engagement. Events Attendance can be calculated and displayed at the campaign level for each Event.

Events Attendance is calculated as: Events Attendance = SUM(added_guest + 1 for all records where RSVP Status = “rsvped” AND Attendance Status = 1) (Each attendee record adds 1; additional guests recorded in added_guest are also included.)

Let’s say for a specific Event campaign: • 30 people RSVP’d • 18 of those attended • Among these 18 attendees, 5 brought an additional guest Attendance calculation: • Attendee count = 18 × (1 attendee each) • Added guests = 5 Events Attendance = (18 + 5) = 23 Events Attendance = 23

Events AMPS

Events AMPS measures how many full-time agent equivalents are added through the automation of Event emails and Event creation tasks within the Hayley Suite. It converts Event email sends and Event asset creation (landing pages, flyers) into standardized agent hours saved, based on how long these tasks would take an onsite agent to do manually.

1. Convert Event email sends into agent hours Agent Hours (Event Emails) = (Total Event Sends × 10 mins) ÷ 60 2. Convert Event creation tasks into agent hours Agent Hours (Event Creation) = (Total Events × 15 mins) ÷ 60 3. Add both to get total Event hours Total Event Hours = Agent Hours (Event Emails) + Agent Hours (Event Creation) 4. Normalize per month per property Hours per Month per Property = Total Event Hours ÷ #Months ÷ #Properties 5. Convert hours into AMPS Events AMPS = Hours per Month per Property ÷ 160 (160 = standard full-time agent hours per month.)

Let’s say for a given month: • Event Emails Sent = 600 • Events Created = 20 Agent Hours (Emails) = (600 × 10) ÷ 60 = 100 hours Agent Hours (Event Creation) = (20 × 15) ÷ 60 = 5 hours Total Event Hours = 100 + 5 = 105 hours Events AMPS = 105 ÷ 160 = 0.66 Events AMPS = 0.66 agents/month/property This means Events automation provided the equivalent of two-thirds of a full-time agent for that property in that month.

Events Total Click Rate

Events Total Click Rate refers to the percentage of Event email messages that resulted in at least one unique click during the selected time period. It is calculated by dividing the total number of unique clicks by the total number of Event email sends. Only campaigns that belong to the Events product category are included in this calculation.

Events Total Click Rate is calculated as: Events Total Click Rate = SUM(Unique Clicks) ÷ SUM(Sends) (Where the SUM includes only Event email campaigns.)

Let’s say during a given month: • Event Invitation Emails → 400 sends / 75 unique clicks • Event Reminder Emails → 200 sends / 30 unique clicks Total Sends = 600 Total Unique Clicks = 105 Events Total Click Rate = 105 ÷ 600 = 0.175 = 17.5%

Events Total Open Rate

Events Total Open Rate refers to the percentage of Event email messages that were opened at least once by recipients during the selected time period. It is calculated using the total number of unique opens divided by the total number of Event email sends. Only campaigns belonging to the Events product category are included.

Events Total Open Rate is calculated as: Events Total Open Rate = SUM(Unique Opens) ÷ SUM(Sends) (Where the SUM includes only Event email campaigns.)

Let’s say during a given month: • Event Invitation Emails → 400 sends / 180 unique opens • Event Reminder Emails → 200 sends / 90 unique opens Total Sends = 400 + 200 = 600 Total Unique Opens = 180 + 90 = 270 Events Total Open Rate = 270 ÷ 600 = 0.45 = 45%

Tour Total Scheduler Traffic

Total Scheduler Traffic refers to the total number of site visits where the visitor landed on or viewed the property’s Hyly Tour Scheduler page, as defined in the property’s Key Site Links inside the MyHy.ly sub-org app. This metric counts only known contacts—visitors who have already converted into leads. Anonymous visitors (who have not yet become leads) are excluded. Only properties using the Hyly Tour Scheduler are included in this calculation.

Total Scheduler Traffic is calculated as: Total Scheduler Traffic = SUM(Visits where root_page_url (GA) OR in_page_url (Hyly landing page) = property’s scheduler link AND contact is known AND scheduler is Hyly’s) (Only Hyly Tour Scheduler properties and only known contact visits are counted.)

Let’s say for a given month: • 300 known contacts visited the property’s scheduler link via the website (Google Analytics root_page_url). • 120 known contacts landed on the scheduler link through Hyly landing pages (in_page_url). • 80 anonymous visitors viewed the scheduler (excluded). • Property uses Hyly Scheduler (included). Total Scheduler Traffic = 300 + 120 = 420

Tour Total After Hours Tours Booked

Total After Hour Tours Booked refers to the number of tours that were scheduled and completed outside standard office hours and were assisted by Hyly-powered automation, including Hayley Chat, Hayley Mail (Agent AI), and the Hyly Tour Scheduler. These tours are booked during times when onsite teams are typically unavailable, allowing prospects to schedule and complete tours through automated digital experiences instead of waiting for agent assistance. Hyly’s default definition of after-hours is: 6 PM EST to 9 AM EST (Actual office hours may vary by PMC.)

Total After Hour Tours Booked is calculated as: Total After Hour Tours Booked = SUM(Tours Scheduled where time is after-hours AND h_assist = Hayley Chat, Hyly.AI Tour Scheduler and Hayley Mail) (After-hours = any tour scheduled between 6 PM EST and 9 AM EST.)

Let’s say during a given month: • 12 tours were scheduled and completed after-hours with Hayley Chat as the assist • 5 tours were scheduled and completed after-hours with Hayley Mail (Agent AI) as the assist • 3 tours were scheduled and completed after-hours with the Hyly Tour Scheduler as the assist Total After Hour Tours Booked = 12 + 5 + 3 = 20

Tour Total Touring Responders Sent

Total Touring Responders Sent refers to the total number of emails sent from autoresponder campaigns that are specifically tagged as touring responders. Touring responders are automated emails triggered after key tour-related actions—such as scheduling a tour, confirming a tour, or requesting pre-tour information. Each time an autoresponder is sent, it counts as one “send,” even if the same responder is sent multiple times to the same contact.

Total Touring Responders is calculated as: Total Touring Responders = SUM(Sends across all campaigns filtered as touring responders) (Only autoresponder campaigns explicitly marked as touring responders are included.)

Let’s say during a given month: • Tour Confirmation Autoresponder → 300 sends • Tour Reminder Autoresponder → 200 sends • Post-Tour Follow-up Autoresponder → 150 sends Total Touring Responders = 300 + 200 + 150 = 650 Total Touring Responders = 650

Total Toured

Total Toured refers to the total number of tours that were actually completed during the selected date range. These completed tours are tied directly to the original schedules created through Prospect, API, or Agent channels. Only completed tours are counted—scheduled but uncompleted tours do not count. This metric also includes two important breakdowns: • Total Prospect Toured: Completed tours corresponding to schedules created through Prospect or API channels. • Total Hyly Toured: Completed tours corresponding to schedules where the original schedule came from h_stream = hyly, meaning the tour was scheduled through Hayley Mail Bot, Hayley Chat Bot, or Hyly Scheduler.

1. Total Prospect Toured Total Prospect Toured = SUM(Tours Completed tied to schedules where channel = Prospect OR channel = API) 2. Total Hyly Toured Total Hyly Toured = SUM(Tours Completed tied to schedules where h_stream = hyly AND channel = Prospect) (Includes completed tours originally scheduled via Mail Bot, Chat Bot, and Hyly Scheduler.) 3. Total Toured Total Toured = SUM(Tours Completed tied to schedules where channel = Prospect OR channel = API OR channel = Agent) (Completed tours from all three channels—Prospect, Agent, API—are included.)

Let’s say for a given month: Schedules in selected date range: • Prospect Schedules → 60 • API Schedules → 20 • Agent Schedules → 10 Tours Completed (tied to those schedules): • Prospect Completed → 40 • API Completed → 12 • Agent Completed → 8 • Hyly-origin schedules completed (Mail Bot + Chat Bot + Scheduler) → 22 Then: Total Prospect Toured = 40 + 12 = 52 Total Hyly Toured = 22 Total Toured = 40 + 12 + 8 = 60

Total Scheduled Tours

Total Scheduled Tours refers to the total number of new tours booked during the selected time period. This includes all tour scheduling events completed by prospects or captured through API integrations. Reschedules are excluded—only the original booking counts. Two additional breakdowns are included: • Total Prospect Scheduled Tours: Tours scheduled directly by the prospect, including those coming through API sources (ILS, partner integrations). • Total Hyly Schedules: Tours scheduled through Hyly-powered interfaces—Hayley Mail Bot, Hayley Chat Bot, and Hyly Scheduler—identified using h_stream = hyly.

1. Total Scheduled Tours Total Scheduled Tours = SUM(Schedules) (Counts all first-time schedules; excludes all reschedules.) 2. Total Prospect Scheduled Tours Total Prospect Scheduled Tours = SUM(Schedules where channel = Prospect OR channel = API) 3. Total Hyly Schedules (one line) Total Hyly Schedules = SUM(Schedules where channel = Prospect AND h_stream = hyly) (Includes schedules completed via Hayley Mail Bot, Hayley Chat Bot, and Hyly Scheduler.)

Let’s say in a given month: • Prospect-submitted schedules → 50 • API-submitted schedules (ILS) → 20 • Hyly Chat Bot schedules → 18 • Hayley Mail Bot schedules → 12 • Reschedules → 15 (excluded) Total Scheduled Tours = 50 + 20 + 18 + 12 = 100 Total Prospect Scheduled Tours = 50 + 20 = 70 Total Hyly Schedules = 18 + 12 = 30

Tour AMPs

Tour AMPS measures how many full-time agent equivalents are added through automated tour scheduling and tour reminders generated by the Hayley Suite. It converts the total number of tours scheduled (via API, prospect submissions, Hayley Chat, Hayley Mail, or Hyly Scheduler) and automated reminder messages into agent hours saved, based on standardized assumptions of how long these tasks would take an onsite agent manually.

1. Convert tour scheduling into agent hours Agent Hours (Tours Scheduled) = (Total Tours Scheduled × 20 mins) ÷ 60 (20 minutes represents the typical manual effort of calling, emailing, following up, and confirming a tour.) 2. Convert tour reminders into agent hours (one line) Agent Hours (Tour Reminders) = (Total Tour Reminders × 15 mins) ÷ 60 3. Add both to get total tour hours Total Tour Hours = Agent Hours (Tours Scheduled) + Agent Hours (Tour Reminders) 4. Normalize per month per property Hours per Month per Property = Total Tour Hours ÷ #Months ÷ #Properties 5. Convert hours into AMPS Tour AMPS = Hours per Month per Property ÷ 160 (160 = standard full-time agent work hours per month.)

Let’s say for a given month: • Tours Scheduled = 40 • Tour Reminders Sent = 60 Agent Hours (Tours Scheduled) = (40 × 20) ÷ 60 = 13.3 hours Agent Hours (Tour Reminders) = (60 × 15) ÷ 60 = 15 hours Total Tour Hours = 13.3 + 15 = 28.3 hours Tour AMPS = 28.3 ÷ 160 = 0.18 Tour AMPS = 0.18 agents/month/property This means automated tour scheduling and reminders provided 18% of a full-time agent’s workload this month for this property.

Alerts AMPs

Alerts AMPS measures how many full-time agent equivalents are added through automated Alert messages in the Hayley Suite. It converts the total volume of Alert sends into agent hours saved, based on the standard assumption that manually creating and sending each Alert would take an agent 15 minutes. In short, Alerts AMPS shows how much agent workload is replaced by automated Alert campaigns.

1. Convert sends into agent hours Agent Hours Added (Alerts) = (Total Alert Sends × 15 mins) ÷ 60 2. Normalize per month per property Hours Added per Month per Property = Total Alert Hours ÷ #Months ÷ #Properties 3. Convert hours into AMPS Alerts AMPS = Hours per Month per Property ÷ 160 (160 = standard full-time agent work hours per month)

Example Let’s say for a given month: • Total Alert Sends = 300 Agent hours added: Agent Hours Added = (300 × 15) ÷ 60 = 75 hours If this is for 1 property in 1 month: Hours per Month per Property = 75 ÷ 1 ÷ 1 = 75 Alerts AMPS = 75 ÷ 160 = 0.47 Alerts AMPS = 0.47 agents/month/property This means Alerts automation provided almost half of a full-time agent’s workload for that property in that month.

Alerts Total Sends

Alerts Total Sends refers to the total number of Alert messages sent out during the selected time period across all campaigns in the Alerts product category. Every time an Alert is sent to a contact, it counts as one “send”—even if the same Alert campaign is sent multiple times to the same contact.

Alerts Total Sends is calculated as: Alerts Total Sends = SUM(Sends across all Alert campaigns) (This includes all sends, even when the same campaign sends repeatedly to the same contact.)

Let’s say for a given month: • Pricing Alerts → 250 sends • Availability Alerts → 150 sends Total Sends = 250 + 150 = 400 Alerts Total Sends = 400

Alerts Total Click Rate

Alerts Total Click Rate refers to the percentage of Alert messages that resulted in at least one click from a contact during the selected time period. It is calculated by dividing the total number of unique clicks by the total number of Alert sends. Because the same Alert campaign can be sent multiple times to the same contact, each send counts separately, and a unique click is recorded as the first click after each send event, if a click occurs.

Alerts Total Click Rate is calculated as: Alerts Total Click Rate = SUM(Unique Clicks) ÷ SUM(Sends) (Where the SUM includes only campaigns under the Alerts product category, and unique clicks count the first click after each send event.)

Let’s say for a given month: • Total Alert Sends = 500 • Total Unique Clicks = 75 Alerts Total Click Rate = 75 ÷ 500 = 0.15 = 15%

Alerts Total Open Rate

Alerts Total Open Rate refers to the percentage of Alert messages that were opened at least once by contacts during the selected time period. It is calculated using the total number of unique opens divided by the total number of Alert sends. Since Alert campaigns can be sent multiple times to the same contact, each send is counted separately, and a unique open is recorded as the first open after each send event, if an open occurs.

Alerts Total Open Rate is calculated as: Alerts Total Open Rate = SUM(Unique Opens) ÷ SUM(Sends) (Where the SUM includes only campaigns under the Alerts product category, and unique opens are counted as the first open after each send event.)

Let’s say for a given month: • Total Alert Sends = 500 • Total Unique Opens = 220 Alerts Open Rate = 220 ÷ 500 = 0.44 = 44%

AMPS

AMPS stands for Agents per Month per Property and measures how many full-time agent equivalents Hyly.AI adds to a property through automation. It converts the total automation work done by the Hayley Suite—Drips, Blasts, Alerts, Tours, Events, RaF, Hayley Mail, and Guided Chat—into standardized agent hours, and then into agent equivalents, based on a 160-hour work month.

AMPS is calculated in four steps: 1. Convert each product’s activity into “agent hours added” • Drips: Agent Hours = (Total Sends × 15 mins) ÷ 60 • Blasts: Agent Hours = (Total Sends × 5 mins) ÷ 60 • Tours Scheduled: Agent Hours = (Total Tours × 20 mins) ÷ 60 • Tour Reminders: Agent Hours = (Total Reminders × 15 mins) ÷ 60 • Alerts: Agent Hours = (Total Sends × 15 mins) ÷ 60 • Hayley (Guided Chat): Agent Hours = (Total Sessions × 5 mins + 20 mins per scheduled tour or application) ÷ 60 • Events – Email Sends: Agent Hours = (Total Sends × 10 mins) ÷ 60 • Events – Creation: Agent Hours = (Total Events × 15 mins) ÷ 60 • Refer-a-Friend: Agent Hours = (Total Sends × 10 mins) ÷ 60 • Hayley Mail: Agent Hours = (15 mins initial + 10 mins per response + 20 mins per scheduled tour/application) ÷ 60 2. Convert minutes to hours Hours Added = Total Minutes Added ÷ 60 3. Normalize per month per property Hours Added per Month per Property = Total Hours Added ÷ #Months ÷ #Properties 4. Convert to Agent Equivalents (AMPS) AMPS = Hours per Month per Property ÷ 160 (160 = standard full-time agent hours per month)

Let’s say a property generated this automation in one month: • Drips → 300 sends • Blasts → 200 sends • Tours Scheduled → 40 • Alerts → 150 sends Agent hours added: • Drips = (300 × 15) ÷ 60 = 75 hours • Blasts = (200 × 5) ÷ 60 = 16.7 hours • Tours = (40 × 20) ÷ 60 = 13.3 hours • Alerts = (150 × 15) ÷ 60 = 37.5 hours Total Hours Added = 75 + 16.7 + 13.3 + 37.5 = 142.5 hours AMPS = 142.5 ÷ 160 = 0.89 AMPS = 0.89 agents/month/property This means Hyly.AI provided the workload equivalent of almost 1 full-time agent for this property in this month.

Total Sends

Total Sends refers to the total number of messages sent out across all products in the Hayley Suite during the selected time period. It includes every email, alert, or automated message delivered through Blasts, Drips, Alerts, Events, Refer-a-Friend, and Hayley Mail (Agent AI). Each time a message is sent to a contact, it counts as one “send,” even if multiple sends go to the same person.

Total Sends is calculated as: Total Sends = SUM(Sends across all Hayley products)

Let’s say during a given month: • Blasts → 1,000 sends • Drips → 600 sends • Alerts → 300 sends • Events → 150 sends • Refer-a-Friend → 50 sends • Hayley Mail → 200 sends Total Sends = 1,000 + 600 + 300 + 150 + 50 + 200 = 2,300 Total Sends = 2,300

Total Tours

Total Tours refers to the total number of tours that were both scheduled and successfully completed through any automated or digital scheduling experience powered by Hyly.AI. This includes tours booked through Hayley Mail (Agent AI), Hayley Chat Bot, and the Hyly Scheduler across property websites, ILS pages, and other integrated channels. A tour is counted only when a prospect successfully submits a tour scheduling form and completes the tour, regardless of which Hyly-powered tool assisted in the booking.

Total Tours is calculated as: Total Tours = Number of Tours Scheduled via Hayley Mail + Hayley Chat Bot + Hyly Scheduler (In practice, all scheduled-tour events captured through these tools are summed.)

Let’s say during a given month: • 80 tours were scheduled and completed through Hayley Mail (Agent AI) • 50 tours were scheduled and completed through Hayley Chat Bot • 70 tours were scheduled and completed through the Hyly Scheduler Total Tours = 80 + 50 + 70 = 200 Total Tours = 200

Total Click Rate

Total Click Rate refers to the percentage of sent messages that resulted in at least one click from a contact across the entire Hayley Suite. It is calculated using the total unique clicks divided by the total sends across all Hayley products—Blasts, Drips, Alerts, Events, Refer-a-Friend, and Hayley Mail (Agent AI). For Alerts and Hayley Mail, where a single campaign may send multiple times to the same contact, a unique click is counted as the first click after each send event, if a click occurs.

Total Click Rate is calculated as: Total Clicks Rate = SUM(Unique Clicks)/SUM(Sends) Where sum is across all products in hayley suite. That is Blasts, Drips, Alerts, Events, Refere a friend, Hyley Mail (Agent AI) Additionally for Alerts, and Hayley Mail since same campaign can be sent multiple times to same contact, the calculation of unique clicks is calculated as first click after each send event if exists.

Let’s say for a given month: • Blasts → 1,000 sends / 150 unique clicks • Drips → 600 sends / 120 unique clicks • Alerts → 300 sends / 60 unique clicks • Hayley Mail → 200 sends / 40 unique clicks Total Sends = 2,100 Total Unique Clicks = 370 Total Click Rate = 370 ÷ 2100 = 0.176 = 17.6%

Total Open Rate

Total Open Rate refers to the percentage of messages opened by contacts across the entire Hayley Suite. It is calculated using the total number of unique opens divided by the total number of messages sent across all products—Blasts, Drips, Alerts, Events, Refer-a-Friend, and Hayley Mail (Agent AI). For Alerts and Hayley Mail, where a single campaign may be sent to the same contact multiple times, a unique open is counted as the first open after each send event, if an open occurs.

Total Open Rate is calculated as: Total Open Rate = SUM(Unique Opens) ÷ SUM(Sends) Where SUM includes all sends and unique opens from Blasts, Drips, Alerts, Events, Refer-a-Friend, and Hayley Mail. Special rule for Alerts & Hayley Mail: If the same campaign sends multiple times to the same contact, each send can count one unique open—specifically the first open after that send.

Let’s say for a given month: • Blasts → 1,000 sends / 400 unique opens • Drips → 600 sends / 250 unique opens • Alerts → 300 sends / 120 unique opens • Hayley Mail → 200 sends / 90 unique opens Total Sends = 2,100 Total Unique Opens = 860 Total Open Rate = 860 ÷ 2100 = 0.41 = 41%