In the multifamily housing business, speed is money. Miss a prospect inquiry—especially after hours—and there’s a good chance that lead is already touring a competing property by morning. H2L Marketing is betting that problem is big enough, and expensive enough, to warrant a dedicated solution.

The company has officially launched Ellipse, a leasing-automation platform designed to ensure multifamily properties respond to every prospect inquiry, all the time. Emails, texts, and voice calls are handled in real time, day or night, while human leasing teams focus on higher-value work—like tours, relationship-building, and closing leases.

At a time when property operators are under pressure from rising costs, tighter margins, and increasingly digital-first renters, Ellipse positions itself as a productivity engine rather than just another chatbot. The promise is straightforward: fewer missed leads, faster response times, and better use of leasing staff.

Why Ellipse Exists: The Cost of Silence in Leasing

Industry data consistently shows that more than half of leasing inquiries go unanswered, particularly outside traditional business hours. For properties juggling lean staffing models and high inquiry volumes, responding instantly to every prospect simply isn’t realistic.

Ellipse aims to close that gap with intelligent automation that handles initial engagement, scheduling, and follow-ups without burning out on-site teams.

“With Ellipse, our mission is clear,” said Femi Lakeru, Chief Operating Officer at H2L Marketing. “We enable properties to respond to 100% of prospect inquiries and improve property staff utilization through intelligent automation.”

Unlike generic marketing automation tools, Ellipse is purpose-built for multifamily leasing. H2L Marketing says the platform was developed in consultation with leasing teams and property owners—people who understand firsthand how easily opportunities slip through the cracks.

That owner-operator perspective is notable. Ellipse isn’t framed as a replacement for leasing agents, but as infrastructure that handles repetitive front-line interactions so humans can focus on what actually closes deals.

What Ellipse Does—and How It’s Different

At its core, Ellipse functions as a 24/7 digital leasing assistant. When a prospect reaches out—via email, text, or phone—the platform responds instantly, answering questions, capturing lead details, and moving conversations toward the next step.

Key capabilities include:

• Always-on lead handling: All initial contacts are managed around the clock, including evenings, weekends, and holidays.

• Real-time responses across channels: Ellipse engages prospects through email, SMS, and voice, meeting renters where they already are.

• Automated tour scheduling: Prospects can move from inquiry to scheduled tour without waiting for staff availability.

• Seamless integration: The platform is designed to work with existing property management and CRM systems, minimizing disruption.

• Transparent pricing: No opaque usage tiers or hidden fees—pricing is straightforward and predictable.

This focus on operational fit matters. Multifamily operators are often wary of new tech that promises transformation but requires complex integrations or retraining. H2L’s pitch is that Ellipse fits into current workflows rather than forcing teams to rebuild them.

Early Results: Faster Tours, Higher Conversions

During pilot deployments, properties using Ellipse reported measurable gains across the leasing funnel. According to H2L Marketing, participating properties saw:

• 54% faster tour scheduling from the initial prospect contact

• 35% more leases attributed to Ellipse’s after-hours interactions

• 16% increase in lead-to-lease conversion rates

• 15% increase in overall occupancy

Those numbers highlight an often-overlooked reality in multifamily marketing: a significant portion of leasing activity happens when offices are closed. Prospects browse listings at night, send inquiries on weekends, and expect responses that feel immediate—even if they’re automated.

Ellipse’s strongest impact appears to come from capturing and nurturing those off-hours interactions, which are traditionally the most neglected.

Automation Meets Human Leasing Teams

One of the persistent fears around automation—especially in sales and leasing—is that it degrades the customer experience. H2L Marketing is careful to position Ellipse as an assistant, not a replacement.

By handling repetitive first-touch interactions, Ellipse frees leasing agents to focus on:

• Delivering high-quality, personalized property tours

• Building rapport with qualified prospects

• Supporting resident satisfaction and retention

That division of labor reflects a broader trend in B2B and B2C tech: automation handles scale, humans handle nuance. In leasing, that nuance often determines whether a prospect signs—or keeps shopping.

Ellipse also addresses staff utilization, a growing concern as properties operate with smaller teams. Rather than forcing agents to juggle phones, inboxes, and walk-ins simultaneously, Ellipse absorbs the constant background noise of inbound inquiries.

The Competitive Landscape: Not Just Another Chatbot

Ellipse enters a crowded ecosystem of proptech tools, many of which promise AI-driven engagement. What sets Ellipse apart is its narrow focus on leasing outcomes rather than generalized marketing automation.

Compared with basic chatbots or generic CRM automations, Ellipse emphasizes:

• Multi-channel engagement (not just web chat)

• Leasing-specific workflows, including tour scheduling

• Metrics tied directly to occupancy and lease conversion

Rival solutions often require extensive customization or rely heavily on scripted interactions. Ellipse, by contrast, is marketed as an operational layer that works continuously in the background.

This specialization aligns with a larger industry shift. As proptech matures, platforms are becoming more vertical-specific, solving discrete operational problems rather than offering all-in-one dashboards that do a little of everything.

Pricing and Accessibility

Ellipse’s pricing model reflects its operational positioning. Complete packages for properties with 100 or more units start at $499 per month, with options available for properties of all sizes.

That price point places Ellipse within reach of mid-sized operators—not just large institutional owners. Transparent pricing also reduces friction in procurement, a pain point for property managers burned by unpredictable SaaS costs.

In an environment where every expense is scrutinized, Ellipse’s value proposition hinges on ROI: fewer missed leads, faster leasing cycles, and higher occupancy rates.

Why This Matters Now

The timing of Ellipse’s launch is notable. Multifamily operators are navigating a complex market shaped by:

• Increased competition for renters

• Rising operational costs

• Higher expectations for digital responsiveness

Renters accustomed to instant replies in e-commerce and travel bring those same expectations to housing. Properties that fail to respond quickly risk appearing outdated—or worse, uninterested.

Ellipse addresses that expectation gap directly. By ensuring no inquiry goes unanswered, it turns responsiveness into a competitive advantage rather than a staffing challenge.

From a MarTech perspective, Ellipse also underscores how marketing automation is moving closer to revenue operations. This isn’t about brand awareness or campaign performance—it’s about signed leases and filled units.

The Bigger Picture: Automation as a Revenue Safeguard

H2L Marketing frames Ellipse as a tool to “protect investment,” and that language is telling. In multifamily real estate, vacancy is one of the most expensive problems an owner can face.

Automation that prevents even a small percentage of missed opportunities can have outsized financial impact. A single additional lease per month can easily justify Ellipse’s subscription cost.

That calculus explains why leasing automation is gaining traction while other categories of proptech struggle for adoption. The value is concrete, measurable, and immediate.

Final Take

Ellipse isn’t flashy, and that may be its strength. It targets a mundane but costly problem—missed leasing inquiries—and solves it with always-on automation designed around real-world workflows.

For multifamily operators looking to improve responsiveness without expanding headcount, Ellipse offers a pragmatic answer. And for the MarTech ecosystem, it’s another sign that automation’s future lies not in novelty, but in quietly making money where it’s already being lost.

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