RentShout uses call tracking technology to help rental marketers capture phone leads by providing a unique phone number for each rental ad, which is displayed on the ad's web page and directories. When an interested renter calls this number, the call is forwarded directly to the property manager or contact person in real-time, increasing the chances of turning the lead into a lease. This approach treats phone calls like website clicks, allowing marketers to track and analyze behavior for optimization purposes. RentShout's CEO, Misty Lackie, discovered Twilio through Twitter and used PHP, Ajax, XML, and other server-based software to build the platform, implementing Twilio call tracking in just three weeks. The Twilio API is considered easy to use, with outstanding support, and has inspired Lackie to build more projects using the platform.