Definition
CrSTAL Milestones are the key milestones in the lead-to-lease journey of a prospect. They are as follows:
a. Cr: Contact Created
b. S: Tour Scheduled
c. T: Toured
d. A: Applied
e. L: Leased
Why it Matters
It allows to:
a. Assess the journey of a prospect.
b. Establish checkpoints for assessing marketing endeavors.
c. Get conversion insights at each milestone.
d. Assess the Return On Investment (ROI).
Example
For example,
a. A contact was Created when a lead submitted a form on a property website.
b. This prospect later Scheduled a tour.
c. This prospect Toured on the selected date.
d. This prospect later Applied at the property where he toured.
e. This prospect Leased the property.