What the numbers on our homepage can honestly say

We checked each figure in the Results row against our own production data and against published 2024 industry benchmarks. Nothing on the site has changed. Sean reviews this first.

Prepared 2026-10-07. Data: production, Apr 6 to Oct 7, 2026, two live customers (JPCO and Western Slope, 92 properties). Test, sandbox, mirror and synthetic data excluded. Counts and medians only, no personal data.

The short version

On the site today	What we found	Recommendation
47s median first reply	Real median is 20–25s. 47s is roughly our slowest 10%.	“Under a minute, 24/7” or “Median reply under 30 seconds”	Change
92% leads qualified on first touch	Not something we do (Fede). No data backs it.	“1 in 3 leads books a tour”	Replace
38% tours booked after hours	Measured 41% (41 of 99). “vs team-only coverage” has no comparison data.	Keep the number, label it measured, drop the “vs” line	Keep
15–21% average NOI lift	Picked in the Oct 1 meeting. Would need more than a property's entire onsite payroll.	“About $400 per unit a year, modelled” (≈3%)	Replace
New: after-hours coverage	37% of leasing inquiries arrive nights, weekends and holidays (140 of 373).	Add it, as Fede suggested	Add

The main caveat everywhere: two customers, and JPCO is about 80% of the data. These are real numbers from small samples. They get stronger every month.

What we need from Sean

Pick the wording for each stat, or send it back.
Our price per unit, so the NOI figure can be shown after our fee.
Whether to rebuild the NOI calculator on this model. Today its low end matches the aggressive case.
Whether stats should say “measured, Apr–Oct 2026” instead of “projected”.

The evidence

Reply speed

Site today47s median first reply

RecommendedUnder a minute, nights and weekends included

First reply to a conversation the prospect started	Count	Median	Slowest 10%	Within 60s
All time	172	20s	46s	96%
After hours	95	20s	45s	98%
Business hours	77	19s	45s	95%
Last 90 days	101	25s	53s	94%
Last 30 days	49	36s	95s	87%

Clara is as fast at 2am as at 2pm, so “nights and weekends” is true.
Replies have slowed this past month, mostly at Western Slope. Re-check the figure right before it ships.
Leads that arrive through AppFolio first take about 4 minutes, and some much longer. Don't claim sub-minute for those.
Phone calls: Clara answers 96% of inbound calls. That belongs in a coverage line, not a reply-time median.

Fede mentioned stats in an email to Beth. The Google connection failed, so it wasn't read. Fede can forward it.

Replacing “92% leads qualified”

Site today92% leads qualified on first touch

Recommended1 in 3 leads books a tour

Clara booked a tour for 62 of the 184 leads she handled in the last 90 days (34%). It was 33% for 2026 overall, so it is steady.
Clara booked 103 of the 107 tours herself.
“Booked” is not “attended”: we don't record attendance, and a few were cancelled.
Runner-up: “6 in 10 conversations needed no staff” (319 of 537). Weaker, because “no staff” is not the same as “resolved”.
Ruled out: automatic maintenance work orders (about 0.5%), on-time renewals (no due date to measure against) and staff hours saved (too small to headline).

After hours

Site today38% tours booked after hours, vs team-only coverage

Recommended41% of tours booked after hours

Measured 41% (41 of 99 tours Clara booked outside Mon–Fri 9–6 local). Under other definitions of office hours it ranges from 41% to 46%.
The “vs team-only coverage” line can't be backed: only 8 tours were ever booked by a person.
New stat Fede liked: 37% of leasing inquiries arrive nights, weekends and holidays. Email and listing leads are about 50% after hours, phone calls about 20%.
92% of after-hours texts and emails got a reply within a minute.

NOI impact

Site today15–21% average NOI lift

RecommendedAbout $400 per unit a year, modelled

There is no source for 15–21%. On an average property it would need to save 109–152% of the entire onsite payroll. Our own calculator on the same page works out to 6.5–11.3%, so the page disagrees with itself. The calculator's $200K–$350K per 250 units was worked backward from a headline number.

Per unit, per year	Conservative	Moderate (print this)	Aggressive
Leasing and admin work absorbed	$56	$223	$503
Fewer vacant days per turn	$27	$80	$186
More renewals	$19	$58	$116
Lower repair spend	$0	$33	$110
Total	$102	$393	$915
NOI lift	0.8%	3.2%	7.4%
Per 250 units	$25K	$98K	$229K

Baseline from NAA 2024: about $21,000 income, $8,660 opex and $12,360 NOI per unit. IREM 2024: $1,705 onsite payroll per unit.
Moderate assumes one leasing role's work absorbed per 250 units, about what large operators already saved by centralizing (Multifamily Dive, 2024).
Sean's worked example puts staff cost about 60% above the benchmark, and its 50% staff cut and 2-point occupancy jump are both aggressive.
All figures are before Propflow's fee.

Methodology, for a “details” link

We start from the 2024 national apartment benchmarks published by the National Apartment Association and IREM: about $21,000 in income, $8,660 in operating expenses and $1,705 in onsite payroll per unit per year, which leaves roughly $12,360 in NOI per unit. We then estimate four effects of Propflow per unit: leasing and admin hours absorbed, fewer vacant days per turn, more renewals, and lower maintenance spend. Our base case assumes one leasing role's worth of work absorbed per 250 units, 3 fewer vacant days per turn, 1.5 more renewals per 100 units and 3% lower repair spend. That is about $400 per unit a year, or roughly 3% of NOI, before Propflow's subscription. These are modelled figures, not measured customer results.