How Multifamily Properties Get Better Online Leads

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Before making a big decision like renting an apartment or townhome, consumers conduct research online. Give renters the information they seek online, while delivering multifamily property managers detailed leads on each website visitor who interacts with the site.

 

For many multifamily property websites, a static “Contact Us” form is the only way a potential renter can request more information about available apartments, amenities and pricing. These forms force online visitors to either pick up the phone to speak to a leasing specialist or submit their name and phone number and then wait for a leasing office to call them.

 

Visitors who fail to reach out through the contact form leave property managers with no way of knowing who visited their website. That prospect likely moved on to a competitor’s site to do more research.

 

“Educating and engaging our consumers better on our website has streamlined our leasing process in ways I couldn’t have imagined”

— Casey Rusk

 

Multifamily properties can gather more leads and higher quality lead information by implementing website technology that guides consumers through the apartment shopping process. With the help of interactive tools like a personal expense calculator or floor plan assessments, properties can also capture valuable lead data from website visitors.

 

“Educating and engaging our consumers better on our website has streamlined our leasing process in ways I couldn’t have imagined,” says Casey Rusk, regional manager at Watermark Residential. “The renter has much more information at their fingertips, so the leasing process is faster.”

 

Interactive Experiences Capture Quality Website Leads

 

Leasing specialists gather detailed lead information every time a website visitor interacts with an online tool, which they can use to close the deal when the new renter tours the property. “There’s more information captured, so it’s a better lead,” says Mark Avis, president and CEO of Regency Multifamily, which features PERQ software on more than a dozen multifamily property sites.

 

For Watermark Residential, the interactive feature “What floor plan is right for you?” garners the most interest from prospective renters. Rusk says online visitors who engage with that planning tool and any other interactive experience on Watermark’s websites give the property managers valuable information in return, such as the renter’s preferred price range, pet information and desired features.  

 

“We’re getting a lot more information on leads, like what kind of floor plan they prefer, their price range, when they need to move, which is information we weren’t getting before.”

 

Sandy Carmin, director of property management at Englert Management Corporation, says the floor plan assessments are also really popular on their multifamily property websites. However, it’s pricing and special offers that get the most clicks.

 

“We’re getting a lot more information on leads, like what kind of floor plan they prefer, their price range, when they need to move, which is information we weren’t getting before,” Carmin says. “It’s very helpful.”

 

Website Leads Increase With Engagement

 

By capturing data from every online visitor, a multifamily property website can convert anonymous website traffic into high-quality leads. PERQ multifamily clients convert up to 200 percent more website traffic into known leads and see an average lead increase of 550 percent.

 

“We’ve seen an incredible increase in website leads since implementing PERQ in mid-December,” says Casey Rusk. In just over three months, Watermark Residential’s website leads jumped by more than 300 percent.   

 

Our research shows that if you help potential renters research and narrow down their choices, they’re likely to spend three times longer on a multifamily website, which builds trust and an increase in converted leads. The more guided online shopping experiences they engage with, the more likely they are to book a tour of a multifamily complex.

 

“Definitely, leads have increased a lot,” Sandy Carmin says. “After doing a lot of research on our websites, we find people are a lot more committed when they come in for a tour.”

 

“After doing a lot of research on our websites, we find people are a lot more committed when they come in for a tour.”

— Sandy Carmen

 

Englert Management’s five multifamily properties all experienced a lift in leads since installing the interactive leasing software that guides people through the apartment shopping process. While most of the properties started with less than 10 website leads per month, they now receive an average of 30 leads a month.

 

Carmin points to the online tour scheduler as one of the biggest improvements in Englert Management’s leasing process. Every interactive website experience links to the tour scheduling tool, which allows visitors to set an appointment online and then automatically add the tour time to a leasing specialist’s calendar.

 

“Because they now have the option to schedule a tour on our site, we’ve also seen an increase in the number of people who actually make an appointment to tour the properties,” Carmin says. “There wasn’t an online option before — they had to call or email.”

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How Interactive Multifamily Software Increases Tours and Leases

How Interactive Multifamily Software Increases Tours and Leases

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Creating a connected online consumer experience helps property managers capture valuable consumers in the apartment research phase, resulting in more tours and ultimately more renters.

 

As digital marketing becomes more efficient, it’s important for apartment companies and leasing agencies to take a moment and ask what their website can actually do for them in terms of increasing the actual number of tours and leases signed.

 

Today, more than 80% of digital ads are ignored. Instead, visitors to your website are craving marketing experiences like quizzes, calculators, and other tools. Interactivity is now crucial to engage with with prospective residents. Here’s some insight into just what interactive web features are driving that increase in tours and leases for your multifamily property:

 

Go Beyond the Guest Card

 

In the world of multifamily rentals, the work of websites to generate leads has often been static. Prospective residents would be offered a “guest card;” which is essentially your traditional, run-of-the-mill static lead form. It has fields for a customer to enter their contact information and maybe answer some questions about potential move-in date or desired floor plan.

 

Derek Hoover, leasing manager at TWG Management in Indianapolis, says guest cards, or static lead forms, just aren’t effective. “We need to be able to capture more information about our potential leads,” he says.

 

Since implementing interactive experiences (like quizzes and pop-up promotions) onto their websites, Hoover quickly realized just how ineffective those guest cards truly were. “For every 50 leads I now get with more interactive features, I only get one person using our guest card,” Hoover says.

 

Get the Whole Scoop

 

It’s important to note that not all leads are equal. The more your digital marketing experiences can provide information about your product/service offerings, the more prepared they’ll be to ask questions and talk about their needs.

 

“In this day and age, people don’t want to pick up a phone,” Hoover says. “If they don’t need to call us to find out if they prequalify, what our floor plans look like, or to schedule a tour, our job is easier and so is the process for them.”

 

As Beth Roberts of Hunter’s Point Apartments puts it, “PERQ’s experiences give us a much better picture of the client. ” She stresses the benefit of having more information about leads before following up with them. “I don’t have to be vague when I follow up because I know what they’re looking for. Them going through the interactive experience means I know they want a two bedroom and they can move in 90 days,” Roberts says.

 

Go with the Flow

 

Just getting emails, names and phone numbers through the traditional guest card isn’t as effective as understanding the flow of traffic to your website. How are people finding out about your services and where are they coming from?

 

If you’re generating a ton of leads through sharing interactive experiences via Facebook, then perhaps you need to increase your marketing spend on that particular social media platform.

 

For Hoover, the added value in working with PERQ is access to this type of information. “Through working with PERQ, I was finally able to understand how to interpret our website traffic — something I hadn’t thought much about before, but can now include in my marketing strategy,” he says.

 

Web design is constantly evolving, and forward-thinking marketing teams must stay on top of trends in order to reap the benefits. A truly engaging, interactive website puts multifamily properties steps ahead of the competition when it comes to attracting leasing leads.

 

In addition to having an interactive website, a connected experience makes potential renters feel more appreciated, more informed, and more prepared to lease, while collecting data to hone future strategy at the same time.[/vc_column_text][/vc_column][/vc_row]

How Property Managers Can Create the Ultimate Digital Strategy: Q&A

How Property Managers Can Create the Ultimate Digital Strategy: Q&A

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Considering your digital strategy for your multifamily property and how to maximize its potential isn’t as simple as updating your Facebook page or publishing a new blog. Creating a strategy should be a diligent process that requires you to review your budget, competition and available resources.

 

With a wide range of web tools and social media avenues, considering how to develop a digital strategy in the multifamily industry doesn’t just require a single-pronged approach.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]To keep up with peers on the cutting edge of technology, property managers need to consider many factors. To get some deeper insight as to how a property manager can best develop and improve a digital strategy, we spoke with Katrina Greene, the Senior Property Manager of Sheehan Property Management.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531792503002{padding-bottom: 25px !important;}”]

How Does A Property Manager Start To Develop A Digital Strategy?

[/vc_column_text][vc_column_text]KG: First and foremost, I think your digital strategy needs to start by asking “What am I allowed to spend?” Sometimes when working on developing a strategy, we find ourselves bumping into walls and some restrictions.

 

Your budget is always going to come down to what the ownership group is willing to pay for. Ask questions like, “What am I allowed to spend? What’s a reasonable amount for my budget?”

 

Once you have those spending guidelines, then you can start deciding how to piecemeal that out in a way that feels like you’re in as many platforms as possible.

In terms of developing a strategy, your goal should be diversifying your web presence and the platforms you’re on. That doesn’t just mean your website or social media pages; third-party listing sites like ForRent.com and Apartments.com come into play as well.

 

Review what you’ve already done and utilize tools from companies like PERQ to analyze your traffic. You want to make sure each of those platforms is converting at a rate that justifies the cost.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531792512357{padding-bottom: 25px !important;}”]

What Components Make Up A Marketing Digital Strategy?

[/vc_column_text][vc_column_text]KG: The trifecta of your marketing digital strategy would be your website (including any tools related to your website), your social media and then ILS (Internet Listing Sites). I sometimes include video, photoshoots, or any other digital content that you have to pay for as a true marketing cost, which makes it a part of your budget, as well.

 

In fact, I don’t differentiate much between digital marketing and general marketing. Years ago, you had a print budget and you had a digital budget; those two buckets were where you allocated your spending and dictated how you developed a general marketing strategy. At this point, though, there’s not really any piece of marketing that doesn’t have a digital component.

 

The digital pieces have consumed your entire marketing budget, and it’s your job to figure out how to spend it in the smartest way possible.

 

“I would say at least 80% of my marketing budget are digital solutions.”

 

There are still a few true marketing costs that may not fall in the digital realm; we may have a booth at a local event, for example, so I suppose you do need to set some money aside for occasional, other expenses, but I would say at least 80% of my marketing budget are digital solutions.

 

In the end, people are going to connect with us online. It’s often the only way, especially with so many people moving to our area from out of state. Our properties that use PERQ to connect with visitors have a really high saturation of people moving from out of state. It’s not like they drove by our property, saw the name and now they’re connecting with us.[/vc_column_text][vc_column_text css=”.vc_custom_1522440103829{padding-top: 25px !important;}”]Our first shot at attracting a visitor is usually an ILS that might then guide them to search us by name and find our website. Once you realize that, the concept of a digital marketing strategy becomes much simpler, as it removes this separation between digital marketing and straight-up marketing.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531792588133{padding-bottom: 25px !important;}”]

Should Property Managers Look At Their Competitors’ Websites?

[/vc_column_text][vc_column_text]KG: It’s always smart to look at what your competitors are doing because it helps you reflect on your own site. Objectivity is really important, and comparing your content and approach to your peers helps you ask vital questions. “Their website looks really fresh and new. Why does my site look like the first website that was ever made?” [laughs]

 

Really, you should be evaluating your digital strategy by asking “Is this the best online portrayal of our people, our product and what we’re actually selling?” You might notice that you have an older-looking website for a very modern property; does your page mirror the experience and product?

 

Looking at the competition helps to stir those ideas in your mind, but you want to tell YOUR story. Maybe this is because of my experience working for an ILS before, but I already know which components we need.

 

I’m never going to be the one to say, “I’ll put all my money in social media, and forget about the website.” When it comes to developing the strategy and the budget, I don’t take cues from what the competition is doing.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531792619124{padding-bottom: 25px !important;}”]

What Is The Biggest Mistake Made In Digital Marketing For The Multifamily Space?

[/vc_column_text][vc_column_text]KG: I think it’s automatically assuming that there’s a one-size-fits-all solution for each part of your strategy. When we construct a new site, it doesn’t behoove us to simply move forward with the same package that we did the last time.

 

One thing I love about PERQ is the ability to analyze your digital resources and find out what’s working best for you. When you own that information, you realize that you can get different results by making even slight changes in your approach.

 

Maybe you pop more money into social for one property because you believe that your demographic in that area is going to be more active on social and will appreciate that influence. Or, maybe you’re appealing to a demographic in the suburbs, where you’ve found that people are more likely to find you through an ILS or Google search.

 

It’s all about using whatever analytics are available to you, tweaking things to see how it changes, and not being afraid to experiment to make the most out of your budget. That’s really my biggest advice: No fear.[/vc_column_text][/vc_column][/vc_row]

The Art of Using Email Campaigns for Apartment Lease Renewal

The Art of Using Email Campaigns for Apartment Lease Renewal

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Automated email campaigns for lease renewal can help property managers and leasing agents convince tenants to re-sign. However, the email should be less of a mass, boilerplate message, and rather should capture information and inspire engagement to make the renewal process even easier.

 

For most property managers, the end goal to any form of marketing is likely a signed lease. But once you’ve taken someone who’s a curious, potential lead and transformed them into a happy tenant, the sales cycle isn’t suddenly over. That lease will eventually expire, and if you’re not actively working to keep that unit filled, you could be staring down the barrel of a whole host of vacancies.

 

While apartment renewals are currently at an all-time high of 55.1%, property managers must continue to nurture their tenants. Automated email campaigns for lease renewal can engage your tenants, encourage interaction and, hopefully, secure another year of rent payments.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531335860247{padding-bottom: 25px !important;}”]

When to Send Automated Email Campaigns

[/vc_column_text][vc_column_text]You’ve probably used email before, perhaps to let tenants know about upcoming work around the property or as a gentle reminder to pick up after their pets. In fact, these may even be automated with one-touch send functionality. However, a discussion about lease renewal may require a bit more finesse than a blanket statement delivered in a mass email.

 

In keeping in line with your website’s interactive feel, it best to view an email campaign for lease renewal as the beginning of a discussion. Katrina Greene, the Senior Property Manager of Sheehan Properties in Indianapolis; Columbus, Indiana; and Louisville, Kentucky, first sends an email 120 days prior to the renewal date.

 

Instead of coming straight out and asking for the renewal, Greene says she prefers to simply send an interactive survey. This, she says, can help get the ball rolling on a potential re-signing.

 

“That’s our first signal from them on how we’re doing and what kind of aggression we have to take to get that person to renew,” she explains. “It also tells us what their plans are for the future. Sometimes we’ll find out that they already know they’re going to have a job transfer or that they are planning to buy a house or actively looking for a house. It’s a two-fold approach, because it gives us an idea of what we can expect in turnover that month, but it also indicates what the likelihood is that we can get this person to resign. If we can’t get them for a full renewal, it also tells us what’s the likelihood we can get them for at least a couple months more.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531335902816{padding-bottom: 25px !important;}”]

Make Email Campaigns for Lease Renewal Personalized

[/vc_column_text][vc_column_text]Once Greene receives the completed survey, she and her team of leasing agents use the information to restart the signing process, similarly to how they did when the tenant first visited their site. Interactivity –  even within your automated emails – will continue to build quality into the lead by providing you with engaged feedback that can help to determine sales techniques. But are these tenants the same as a new lead who hasn’t yet moved into your community?

 

Beth Roberts, Property Manager for Englert Management Corporation, says that though there are similarities, the approaches are still different. “We strive for a high level of customer service regardless of who it is,” she says. “But the interactions are different for a tenant than a potential lead. If I’m going to use email, I want to be more personal. We know more about the tenants, so it’s easier to get them to come in to the office and talk to us.”

 

“We strive for a high level of customer service regardless of who it is.”

— Beth Roberts, Property Manager

 

Greene mirrors these sentiments, explaining how you can use not only the results of the survey, but their current living situation as leverage. “If we’ve already done our job, we’ve been selling them every day of their tenancy, so it’s more of a review of what we did and what we accomplished.”

 

“We have a bit of an upper hand when it comes to people already living onsite,” Greene says. “It’s easier to convince someone to stay by selling them on their great year here. You can show them this is what they’ve been able to participate in, or show them how you brought them value, or even what we do that competing properties don’t do. It’s different than selling people something they think they’re going to get. If we’ve already done our job, we’ve been selling them every day of their tenancy, so it’s more of a review of what we did and what we accomplished, more so than on a prospect where you’re just trying to convince them to pull the trigger and come to you even though they really don’t know what it’s going to be like.”[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531335999333{padding-bottom: 25px !important;}”]

Don’t Overuse Email Campaigns for Lease Renewal

[/vc_column_text][vc_column_text]If you’ve ever signed up for a rewards program at a clothing store, you’ve probably had some experience with being over-emailed. Communications via email can be a convenient and efficient way to stay in touch with a customer, but it can become easy for consumers to stop paying attention when there’s an avalanche of updates in their inbox.

 

The same can be said for interacting with tenants. If you’re planning on using automated emails for a lease renewal campaign, you may want to rethink how you’re using email on a larger level. Roberts says that while they do use emails for occasional updates, they’ve found that, “the more we use it, the more likely someone is to ignore it.” Greene feels the same way, and thinks critically about which communication techniques work best for specific messaging.

 

“I think there’s definitely such a thing as too many emails,” Greene says. “If we’re not always offering valuable information that’s pertinent to them, they’re going to make an assumption about what’s coming in to their inbox and stop looking at our emails altogether. We operate on a less is more model, and then use other platforms to connect. I think if you’re relying on any one platform with any given customer, it will lose its effectiveness. The automated emails are best for specific lease renewal reminders.”

 

To that end, after you’ve set up your automated lease renewal campaign with an interactive survey, you can follow up periodically leading up to a tenant’s renewal deadline with emails reminding them about what they need to do to re-sign, and by when.

 

Automated emails for lease renewal can be an easy way to begin the conversation with a tenant about resigning their lease. Though there may be different variables at play, your tenants are still leads who need to be engaged with your product to sign their name to a dotted line again.

 

If you choose to utilize automated email campaigns for lease renewal, your communications work best when they capture vital lead information and prepare both you and your staff for the continuing sales cycle.[/vc_column_text][/vc_column][/vc_row]

How to Inspire Online Apartment Shoppers to Book a Tour

How to Inspire Online Apartment Shoppers to Book a Tour

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Your mom probably told you that you can’t please everyone. But certain features of your multifamily property website can make it more likely that online apartment shoppers will show up to explore your residences in person.

 

A multifamily property’s website and online materials educate and entice potential new residents, but their clicks and research don’t always equal high occupancy rates. At the end of the day, most residents only lease once they’ve had a great apartment tour and seen the place they will call home. So how can you be sure apartment shoppers researching your digs online end up booking a property tour?

 

The answer lies in an interactive website. Using today’s most innovative web tools, you can implement a style that sets you apart; use research tools that help apartment shoppers get information easily; add calls to action that capture renter information and remembers them and the details they provided during their online visit; and provide special offers that incentivize tours. These tools only bring results when used strategically.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531352065807{padding-bottom: 25px !important;}”]

Give Apartment Shoppers a Reason to Book a Tour

[/vc_column_text][vc_column_text]Drawing apartment shoppers into your website means giving them a full look at the apartment itself, and the building as well. “On the website I try to make sure my pictures are really vibrant and colorful,” says Beth Roberts, property manager for Englert Management Corporation that oversees properties across the Midwest. “We have lots of inside pictures, and we do have a video tour.”

 

To translate online browsers into onsite visits, Roberts advises property managers to consider how their website is serving potential customers in each phase of exploring their residential options.

 

For those just learning about your brand, your website’s look and feel can attract them to your vibe or send them running for another option. As a result, your site must stand out among the maddening crowd.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531352298031{padding-bottom: 25px !important;}”]

Make Apartment Shoppers Feel at Home Online

[/vc_column_text][vc_column_text]Your leasing agents are, above all else, your best closers. They’re warm, inviting, and know exactly how to make a potential renter feel right at home.

 

Your website can have the best quality photos, dynamic floor plans, or even the most engaging content to keep a customer interested, but it’s unlikely they’ll be comfortable putting down a deposit without having a physical walkthrough of the property, especially because remote leases are more binding than those signed after a tour.

 

However, your website still has the ability to act like a leasing agent, as it can keep visitors engaged and focused on what you have to offer. Interactive features like 360° tours, assessment quizzes that help online shoppers choose a floor plan right for them, and videos help to inform apartment shoppers still doing research.

 

Even non-visual tools, like a prequalification check, online application, and tour scheduling will encourage visits, and they represent opportunities to share details like temporary discounts on application fees or the amenities at your property.

 

George McCabe — a renter in Denver, Colorado, who recently found a great apartment after first searching on the web and then taking a tour — agreed with this sentiment wholeheartedly. He most appreciated the websites that offered an in-depth preview of the real space and the building’s common areas. This allowed him to come to the tour ready to focus on details.

 

“I have a lot of musical equipment, so it’s important to know there’s enough electrical outlets to plug everything in.” McCabe says. Every resident will have similar unique needs, desires and concerns about their apartment, which is why tours are so essential. But if they don’t know much about the property from your website, they might forget to consider those small necessities, leading to unhappy tenants in the long-term.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531352230262{padding-bottom: 25px !important;}”]

Guide Online Apartment Shoppers with Interactive Tools

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If you want your website to bring qualified leads through the leasing office door, it has to engage online apartment shoppers in exploring what life would be like at your multifamily property. Here are some helpful, interactive tools from PERQ to help guide visitors to a tour:

 

  • New Customer Welcome: Welcomes new visitors to your property website and guides the consumer to the specific part of the website that they are interested in.
  • Expense Calculator: Gives an estimated living expense for an apartment community. Displays amenities that are included, additional expenses like utilities, and can calculate add-ons, like parking, storage or pet fees.
  • Right Community for Me:  Collects consumer interests for activities. Yelp data is used to show activities and places unique to a city and a certain area within a city to help a renter choose the best community.
  • Floor Plan Assessment: Gives consumers insight into which floor plan might be right for them at the property, while the property collects a valuable lead.
  • Pre-Qualify Assessment: Allows a consumers to see if they pre-qualify before going through the application process. It asks a series of simple questions that guides either a result of “Yes, you pre-qualify” or “A leasing agent will be in touch with you to discuss you pre-qualification status.”
  • Tour Scheduler: Lets consumers book a tour directly on your website. Has the ability to plug directly into leasing agents’ calendars and show only the times to consumers that they are available.
  • Exit Intent: Provides a special offer to a consumer who have not yet converted to a lead before they leave the property’s website.

 

Each of the interactive experiences engages and guides your property website’s online visitors in a unique way and helps you get online apartment shopper lead information that makes your leasing agents’ jobs easier, too. Make your website exciting and watch the rental waiting list grow.

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Additional Multifamily Resources

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