OPINION

The renter journey is not a funnel

Renters don't move in a straight line — they loop, compare, leave, and come back.

Treating the journey as a funnel throws away the most valuable signal: intent that resurfaces. When your sites, content, and analytics are connected, you can meet renters wherever they re-enter.

That's the shift from counting leads to understanding journeys — and it's where measurable growth actually comes from.

“Stop optimizing a funnel. Start understanding a journey.”