Overview · Aug 31 – Oct 29, 2026

Where your team stands before go-live

Entrata Call Analysis has graded 7,896 Preiss calls across three scorecards. This review covers what the data says about agent performance today, where the scorecards themselves need tuning, and the path to a 70 average by the time scores are published to agents in December.

Prepared by Entrata · Updated Nov 3, 2026 · All figures aggregate across Preiss communities

Average call score

Across all three scorecards

Calls graded

9 weeks of data

Calls scoring 70+

Today's pass rate

Go-live target

December agent rollout

The short version

Your agents are knowledgeable, accurate, and polite. They are not yet selling or closing. On prospect calls they answer every question well (97% accurate property knowledge, 85% clear and detailed answers) but ask for the tour on only 1 in 5 calls, ask for contact info on 1 in 5, and rarely run discovery. That is the coachable gap, and it is exactly what December training should target.

The overall average understates them. The Warm Lead scorecard, which carries 46% of recent volume, measures re-engagement behaviors. In student housing, most of those callers are applicants asking for help finishing their application, and the scorecard doesn't fit that conversation. We are placing it under review and recommending a scorecard built for your population. Cold Lead and Resident are the trustworthy baselines.

70 is reachable by go-live. With the scorecard adjustments on the following pages and realistic adoption of five or six specific behaviors, Cold Lead projects into the low 70s and Resident into the mid 70s. None of it requires a script; it requires agents to lead the call.

Performance by scorecard

Each call is classified by type and graded on the matching scorecard. Click through for the question-by-question breakdown and recommendations.

Resident

Strongest

calls · score 70+

Solves the problem on nearly every call. Gaps are soft skills: empathy, explaining follow-up, and the close. Two questions need rewording.

View Resident review →

Cold Lead

Training focus

calls · score 70+

The cleanest read on agent behavior. Strong on knowledge and delivery, weak on discovery, selling, and asking for the tour. 70 is reachable with training alone.

View Cold Lead review →

Warm Lead

Under scorecard review

calls · score 70+

Not a fair reflection of the team. 40 of 100 points assume a stalled prospect being re-engaged; most of these callers are applicants mid-conversion. Recommendation inside.

View Warm Lead review →

Score distribution, all calls

Stacked by scorecard. Green buckets meet the 70 target.

Weekly average by scorecard

Flat across nine weeks, which is expected before coaching begins. Resident and Warm Lead scorecards went live the week of Oct 5.

What's working and what isn't

Consistent patterns across all three scorecards and the transcript audit.

Consistently strong

Property knowledge. Accurate, specific answers on pricing, policies, and availability on 97% of prospect calls.
Answer quality. Clear, detailed responses rather than vague ones on 85% of prospect calls.
Problem resolution. Residents get an accurate solution on 94% of calls; agents let callers finish without interrupting on 99%.
Tone. Calm, respectful, jargon-free language on 99% of calls.
Opening and closing basics. Branded greeting about 73%, self-introduction about 70%, professional close about 90%.

Consistently missed

Asking for the tour. 22% of cold lead calls. This is the single highest-value behavior on the scorecard.
Capturing contact information. 20% of cold lead calls. Most prospects leave without a follow-up path.
Discovery. Budget asked on 25%, pets on 5%, reason for move on 1%. Agents answer what is asked and rarely ask back.
Selling the community. Apartment features on 29%, shared amenities on 22%, qualification options on 13%.
Resident soft skills. Empathetic language on 16%, explaining follow-up on 26%, closing with "anything else I can help with?" on 4%.
Hold handling. Multi-minute holds with no check-in or time expectation appeared repeatedly in the transcript audit.

The path to 70

Three workstreams, running in parallel between now and the December agent rollout.

Entrata · November

Scorecard tuning

Replace the Warm Lead scorecard with an Applicant / In-Process scorecard built for callers mid-conversion.
Reword three compound Resident questions so they grade the behavior, not the sentence structure.
Swap two Cold Lead discovery questions that don't fit student housing.
Change "asked for name" to "obtained name" across scorecards.

Entrata + Preiss · November

Call-type definitions and re-baseline

Agree on three call types for Preiss: Prospect, Applicant / In-Process, and Resident (including signed-not-moved-in, guarantors, and parents).
Configure routing so each call type lands on its matching scorecard.
Re-baseline all three scorecards on the updated configuration so December training starts from an honest number.
Share a refreshed version of this review before agent rollout.

Preiss · December training

Agent coaching

Always ask for the tour and always get contact info. These two alone are worth ~6 points on Cold Lead.
Run a short discovery sequence on every prospect call: size, move-in, budget, pets.
Describe one apartment feature and one community amenity per call.
On resident calls: acknowledge the concern, state how you'll follow up, close with "anything else?"
Set a time expectation before every hold; check in at two minutes.

Projected outcome

With the coaching targets on the Cold Lead and Resident pages (realistic, not perfect, adoption rates), Cold Lead projects to and Resident to . The Warm Lead replacement scorecard will be baselined once live; on today's data, excluding the re-engagement questions, those same calls score .

About this data

7,896 calls with completed analysis between Aug 31 and Oct 29, 2026, aggregated across all Preiss communities. Cold Lead grading began Aug 31; Resident and Warm Lead grading began Oct 8. Scores are the sum of weighted Yes answers out of 100. Every call was graded by Entrata Call Analysis; in addition, a sample of call transcripts across all three scorecards was reviewed alongside their scores to inform the recommendations on these pages. Scores are not yet published to agents.