Traditional rental analysis forms often act more like barriers than bridges. Asking for full contact information upfront (name, phone number, email) can cause even warm leads to back out. The result? High bounce rates and missed opportunities.
PMW’s Advanced Marketing Platform (AMP) flipped this dynamic by introducing a single-field rental analysis form. It asks just one question: “What’s the rental property address?” That one change dramatically boosted form completions, tripling conversions across participating websites.
Even more valuable, it opened up a new path for locating otherwise unreachable property owners. By capturing an address first and following up through multiple channels, AMP introduced an innovative, automated approach to skip-tracing.
Key Takeaways
A single-field form minimizes friction and increases submissions
Address-only entries are still captured and followed up via branded postcards
AMP enables skip-tracing through tracking tools and indirect re-engagement
Website visitors who never complete a form can still become signed doors
Why “Address-First” Is a Game-Changer
Unlike traditional forms that immediately ask for personal details, AMP’s one-field strategy puts the user's curiosity first. A visitor sees a prompt for a rental estimate and is only asked to enter the property address. That’s it.
Once that address is submitted, AMP goes to work. The system logs the property and, even if the visitor doesn’t continue, sends a branded postcard to the home. If the lead follows through with their contact information, an automated, professional rental analysis is delivered instantly to their inbox.
This simple, low-barrier gateway dramatically expands the pool of potential leads while still enabling rich follow-up.
Proof in the Data
AMP’s performance data tells a compelling story. In an analysis of 100 AMP-enabled websites, property managers saw:
2,147 address-only submissions
2,143 postcards sent to those addresses
Approximately 1,000 full contact leads captured
Over 2,600 tracked inbound phone calls
An average of 36+ total leads per client
These aren’t hypothetical figures. They represent real engagement from website visitors who, in many cases, wouldn’t have converted with a traditional form.
How AMP Powers Smart Skip-Tracing
Skip-tracing typically refers to tracking down hard-to-reach individuals. In property management, that often means absentee landlords or owners who interact with your website but vanish before you can collect their details.
AMP is uniquely built to solve this challenge. When someone enters a rental address but nothing more, AMP doesn’t treat it as a lost lead. Instead, it begins a background process of re-engagement. A postcard with your branding is mailed to the property, linking your business directly to the location, even if you still don’t know the owner's name.
Later, if that owner calls the number listed on the card, AMP’s call tracking logs the event and links it back to the original address. That’s smart skip-tracing in action: automated, traceable, and scalable.
Skip-Tracing in Action
Let’s bring this to life with a real-world example.
Jane owns a rental property in Provo, Utah. She visits a local property manager’s website, curious about potential rental income but not quite ready to speak with anyone. She enters just one thing into the site’s rental analysis form:
123 W Center St, Provo, UT
Then she closes her browser and walks away.
Ordinarily, this interaction would be a dead end. But with AMP, that address is saved, and a branded postcard is mailed the next day. A week later, Jane receives the postcard, appreciates the personal touch, and calls the number on the card.
AMP logs the call, traces it back to her address submission, and alerts the property manager. Now, without Jane ever submitting her name or email online, the property manager has a live phone lead and can begin building a relationship.
From Partial Info to Full Pipeline
This address-first approach doesn’t just recover lost leads. It opens a completely new category of lead generation. Instead of relying solely on full-form submissions, your marketing funnel now includes anonymous address entries that can evolve into full contact profiles over time.
By using postcards, call tracking, and centralized dashboards, you activate cold leads without adding pressure. Prospects who would’ve left your site are now back in your orbit on your terms.
Branded Postcards: Skip-Tracing’s Physical Bridge
One of the most underutilized tools in digital lead gen is direct mail. AMP bridges that gap by sending branded postcards to the addresses submitted, even when contact details are missing.
Each postcard features your company’s logo, a compelling message, and a call to action. This tangible reminder builds credibility, creates recognition, and often drives phone calls weeks after the initial website visit.
PMW data shows that these cards generate callback rates between 5 and 10%, which is exceptionally high considering the low effort required.
Call Tracking: Connect the Dots Without Guesswork
Here’s where AMP really shines: its built-in call tracking system automatically logs every inbound call to your site’s dedicated number. It also matches each call to the original address submission (if one was made), closing the loop on otherwise disconnected leads.
This means even if a lead doesn’t leave an email or fill out a form, their phone call still enters your dashboard with useful context. You’re no longer working blind; you’re operating with data.
Final Thought: Fewer Fields, Bigger Wins
Complex forms can scare off good leads. That’s the hard truth. But by reducing friction and letting interest come first, you open the door to stronger engagement and more conversions.
AMP’s one-field rental analysis form proves that less truly is more. It’s a lead-generation engine, a passive skip-tracing tool, and a long-tail conversion machine wrapped into one simple interface.
If you're ready to capture more leads and locate the ones you're currently missing, it starts with one question:
“What’s the property address?”
Want to see how a 1-field form can triple your leads and locate skipped prospects?
Learn more about the Advanced Marketing Platform
