By 2022, Osgoode Properties knew that their call center was drowning in a sea of leads, with manual processes slowing them down and fragmented systems making it impossible to track performance or manage the growing demand.
They needed a solution that could centralize all their leads, streamline tour bookings, and give them the data and insights to improve both the call center and leasing teams’ effectiveness.
This case study showcases how Osgoode turned the tide, transforming a complex, disjointed process into a well-oiled, lead-converting machine.
Back in 2022, with prospects becoming more tech-savvy and competition rising in the rental housing market, Osgoode Properties knew they had to adapt to maintain their market share.
Like many in the industry, their call center team was riddled with manual systems: Emails were coming into individual inboxes, lacking visibility and team accountability. Traditional phone lines made it easy to miss calls, and there was no way to route calls based on an agent’s availability and language. On top of that, they needed to cross-reference multiple Outlook calendars, Excel spreadsheets, and Word documents to find the right time and agent for each tour, and then enter the booked tour into four different systems.
This fragmented approach led to inefficiencies and human errors, especially as the volume of leads soared into the thousands per week. The pandemic further exposed the limitations of their call center, which relied heavily on hardware and made remote work difficult.
After an extensive five-year search, Osgoode knew exactly what they needed: a system that would cut out the extra steps in booking tours and streamline call routing and lead assignment – all while providing a single source of truth for their marketing, call center, and leasing teams.
But they didn’t want to stop there. Osgoode also needed deep performance insights that they previously lacked – call times, number of leads, lead sources and conversion rates across the leasing journey. Their ideal solution would provide visibility into every interaction with prospects, allowing staff to pick up conversations where they left off and letting team members collaborate more easily.
Flexibility was crucial too. “We wanted to have a phone system that people could work from home, work from different sites, and they could handle calls,” said Brent Gorman, Director of Marketing and Customer Experience.
In March 2023, Osgoode found a perfect match in DashQ Convert. “Our call center is now able to just work in the DashQ ecosystem, which makes their lives easier,” shared Kate Conolly, Osgoode’s Director of Information. Now, all reporting comes from one place, and they only need to book the tour in DashQ — calendars and property management software update automatically.
“Implementation was seamless.” Brent shared. Bringing both technology and process consultation, DashQ helped Osgoode modernize their entire call center workflow. And unlike Osgoode’s past tech implementations that seemed to drag on forever, DashQ Convert was up and running in 8 weeks.
"Training was provided, with lots of resources. Any questions that were asked were readily answered, and the team itself was quite nimble," Brent explained. What stood out to him was DashQ's willingness to tailor the solution to their specific needs. "If we had some adjustments that we wanted to make, they were able to make those adjustments for us – and bespoke things specific for Osgoode. This really made the implementation customized and made us feel like we were a client of respect."
“The fact that the DashQ team comes in and does all of the onboarding and training, and produces training videos for us to go back to as a reference library meant onboarding all of the staff was not a resource drag on Osgoode at all,” Kate added. DashQ's commitment to training every Osgoode team member ensured everyone was empowered and educated to succeed from day one.
Performance
Osgoode’s call center team has a favorite feature. "It's [having] all of the communication channels in one [platform], tied specifically to a prospect or resident," Brent explained.
Each prospect has a guest card that tracks all texts, emails, and calls between the prospect and Osgoode’s team. This replaces individual inboxes of the past, ensures no messages are missed even when team members are away, and creates group accountability in a unified setting. It also enables seamless handoffs between the call center and leasing teams and eliminates the need for prospects to repeat information.
"I can see the full cycle of the customer's journey," Brent noted. "I can see where that lead came in from, what ILS they were using, what communication was sent out." This 360-degree view not only streamlines operations but also provides valuable insights for management. "There's lots of opportunities for management … to find out where things fell apart or where they really went well."
The new texting capability aligned Osgoode’s call center with modern communication habits, and with a 80+% response rate, it has become their top communication channel.
Automation takes it a step further. "When we book the appointment, the confirmation email or text is sent automatically," explained Gabryelle Muloin, Leasing Operations Manager. There are additional automatic follow-ups designed for different stages of the leasing journey, and these reminders have proven impactful in decreasing no-shows and moving prospects from viewing to applying at Osgoode.
DashQ's reporting gave Osgoode a new lens on their business. “I have a lot more sight line on some of the metrics that we necessarily didn't have before,” said Brent.
DashQ provides a clear picture of leasing operations from call durations to email response times. It tracks the entire lead-to-lease journey and calculates conversion rates at each stage of the leasing process. For the first time, Osgoode can now measure metrics such as lead-to-tour ratio, and with this granular approach, they can spot bottlenecks in their leasing journey and optimize each step for end-to-end efficiency.
"The reporting aspect is really key for us," Brent emphasized. "We can now have measurable metrics and see the impact... see where we spend our dollars, where they're most of value and where we need opportunities to improve." The result? More informed decisions, opportunities to coach the call center and leasing teams, and significantly higher marketing ROI.
Happy Customers
Brent GormanWhat we anticipated was delivered and I think that was the key for us from every level.
Brent Gorman
Since starting with DashQ Convert, Osgoode has successfully streamlined their call center operation, and the results speak for themselves. "It's helped us reduce our no-show rate because our communication is a lot quicker," Brent explained. Automatic reminders, faster follow-ups and rescheduling options all play a part in decreasing the no-show rate and shortening the lead-to-viewing timeline.
Osgoode is now handling an overwhelming volume of leads that once seemed unmanageable. They managed 12,298 leads in the first half of 2024, and by streamlining their processes, they converted 34% of these leads into tours - a rate that is 500% higher than the industry average. This efficiency turned a potential bottleneck into a steady flow of prospective tenants.
The new system has also transformed the customer experience. As Brent puts it, "the journey is much simpler, much smoother." With the ability to respond quickly via text, email or phone, Osgoode's team can build stronger relationships with prospects right from the start.
DashQ has also enabled a more flexible work environment. Osgoode team members can now work efficiently from home, the office, or on-site, while maintaining full visibility of their goals and metrics. It's a win-win-win: happier staff, smoother renter experience, and more leases at a higher ROI for Osgoode.
Hours Saved per Quarter on Booking Appointments
Lead-to-Appointment Rate
No-Show Rate
Kate Connolly
Kate Connolly
Brent Gorman
Gabryelle Muloin
Kate Connolly