The Conversion Report is more than a tool for our associates. It equips every team with clarity. Associates can see in real time whether their property is executing at the highest level or leaving transactions on the table.
Property rankings are broken into three tiers:
- Non-Converters: Below 45%
- Conversion Professionals: 45–55%
- Conversion Royalty: 56% and above
The purpose is simple: make the standard visible, show the path forward and reward those who rise to it. In just one month, that clarity has made a significant difference. When the report went live, only four properties were converting at Royalty level. Now, that number has tripled to 12.
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At the top of the list is The Everly at Historic Franklin in Nashville, converting at an extraordinary 86% for the month. For partner and general manager Nicole Turk, the report was a new challenge. Senior sales associates Cecily Bronson and Haylee Deyong accepted it.
“It wasn’t about reinventing anything,” Nicole said. “It was about focusing on the fundamentals, following the scripts and making sure nothing slips through the cracks.”
Their approach has been rooted in discipline. Cecily and Haylee do at least two phone shops every day. They’re constantly checking for better ways to communicate, drive urgency and get prospects in the door. They’ve even gone back and listened to partner and general manager Chrissie Beard’s calls from The Everly last year, incorporating what worked.
“They own it,” Nicole said. “They do their phone shops and they have their conversion cheat sheet that shows how many leads we’d lose if we weren’t hitting at standard. It’s given them perspective on what’s at stake.”
The Everly may have led the way, but August proved this isn’t an isolated success. Across the portfolio, associates are showing what happens when conversion becomes a daily focus. Of the 12 properties in the Conversion Royalty tier, five of them converted at more than 60% in August.
- The Everly at Historic Franklin – 86%
- Windsong Estates at Prosper – 70%
- Trinity Commons – 61%
- Veranda at Norton Commons – 61%
- Sycamore Ridge – 61%
“Look at what can happen when we focus on something and execute,” said partner and senior vice president Kristen Rutledge.
While the results from August are worth celebrating, they also raise the bar for what comes next. The number of Conversion Royalty properties tripled in a single month. Now the challenge is sustaining it, and pushing it even further.
Nicole, Cecily and Haylee are proving what’s possible when ownership, consistency and execution align. They know that every prospect has the potential to become a resident. Every additional resident fuels occupancy, strengthens rent rolls and creates momentum toward capital events.
August marked growth. September is about building on it. Who will take advantage?