The key to capturing quality leads and increasing occupancy • CRM, or customer relationship management, is technology used to oversee interactions with prospects with the goal of improving relationships through use of data. • CRM software captures both quantitative and qualitative data across various channels and stores it in one centralized location. This aggregated data set paints a holistic view of prospects, surfacing insights to help staff make strategic decisions. • With increased visibility, teams can better organize leads, streamline marketing efforts and see what’s working — and what’s not.

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