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Apartment CRM + Owner Dashboard

A three-pipeline tenant lifecycle CRM in GoHighLevel synced to a Looker Studio owner dashboard, with Mapsly territory visualization.

2025 CRM Architect Analytics

GoHighLevelLooker StudioMapslyCustom FieldsPipelines

taimoorakhtar.com/projects/apartment-crm-dashboard

Introduction

A regional apartment management firm was running their entire tenant lifecycle — prospect → lease → resident → renewal/move-out — in spreadsheets. Owner reporting was a Friday afternoon manual export and reformat. They wanted a CRM that handled the operational side AND auto-fed a clean dashboard for ownership.

The Challenge

Apartment lifecycle isn't a single pipeline — prospects have different stages than current residents, who have different stages than renewals. Cramming all of this into one pipeline (a common mistake) destroys reporting clarity. And the existing spreadsheet model meant no historical trending and no real-time owner visibility.

The Solution

Architected three distinct pipelines in GHL (Leasing, Residency, Renewals), each with its own stage logic and automation. Built custom fields capturing unit, building, lease dates, renewal scores, maintenance flags. Looker Studio dashboard pulls live data via the GHL API. Mapsly layer visualizes occupancy and prospect heatmaps by building.

Technical Deep Dive

Three-pipeline architecture. Leasing pipeline: Inquiry → Tour Scheduled → Tour Completed → Application → Approved → Move-In. Residency: Active → 30-Day Notice → Move-Out. Renewals: Eligible → Offered → Negotiating → Renewed.

Custom field schema. Unit number, building, lease start/end, renewal score (computed from payment history + maintenance flags), preferred contact channel. Used as filter and pivot dimensions in Looker.

Workflow automation. Auto-renewal offer triggered 60 days before lease end. Move-out checklist triggered on 30-day notice. Maintenance flag triggers leasing-team notification.

Looker Studio dashboard. Live-refreshed via GHL API: occupancy by building, leasing funnel conversion, renewal rate trend, maintenance backlog. Replaces the Friday spreadsheet entirely.

Mapsly geospatial layer. Plots units by building with heatmap by occupancy state. Operations team uses it for portfolio walks. Prospects visualized by zip code for marketing attribution.

Key Features

Three separated pipelines for clean lifecycle modeling
Live Looker Studio owner dashboard
Mapsly geospatial visualization layer
Auto-triggered renewal and move-out workflows
Renewal score computed from payment + maintenance signals

Results & Impact

60% reduction in status meeting time — dashboard replaces verbal updates
Renewal rate improved 14% with proactive 60-day outreach
Owner reporting moved from weekly manual to real-time self-serve
Maintenance response SLA tracked and improved 22%

Lessons Learned

"Separate pipelines for separate lifecycle stages. Cramming them together is the #1 reason CRM reporting becomes useless."

"If owners can self-serve the dashboard, they ask better questions and waste less of operations' time."

"Custom fields are the foundation. Get the schema right and reporting is easy — get it wrong and you're forever patching."

Related Work

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