Email fatigue. We have all experienced this once or twice in our lives. The state of being so burnt out on receiving emails that we simply ignore, delete or send unwanted emails to the spam folder. Since going digital back in early March, email fatigue is a problem that most consumers seem to be facing at an alarmingly high rate.
This requires businesses to have to be creative in how they reach their audiences. Sometimes an email, which might have been used in the past, simply won’t cut it these days.
So how do you standout in a sea of people vying for the same person’s attention?
Know your audience
It is easy to get stuck in a rut when prospecting via email. Knowing your audience and how to respond to emails is an easy way to begin seeing traction with your outreach. In a recent lunch and learn, Liv Gabrielsen, Director of Marketing for Bainbridge said that the biggest downfall with email marketing is we have become so accustomed to automation. Liv says “We treat leads as a lead and fail to recognize where they are in their buying journey.” Liv goes on to explain that a lead with a 30 day close time versus a lead with a 120 day close time should be communicated with differently and not receive the same response.
Pick up the phone and call the prospect!
Another great way to stand out from the crowd is by simply not sending an email at all. Instead, pick up the phone and call your prospect. Especially now, everyone is so used to staring at their screens all day. Talking with someone over the phone and allowing them to put a voice to the name can be a great change of pace.
Lean into other forms of media
Lastly, when email isn’t working, check out other forms of media to get in front of your contacts. Exploring new avenues such as social media is an easy way to connect with prospects and current renters. When you are trying to engage your communities, use things like interactive social features including: instagram polls, swipe ups on social media, hashtags to engage audience, TikTok videos and contests! For prospective renters, make the tone of your emails and outreach more conversational. The less you are trying to “sell” to them and the more “human” your interactions seem, the higher the engagement there will be.
PERQ EVP of Marketing, Muhammad Yasin, played host to another insightful lunch and learn which explored the challenges multifamily properties faced while trying to market to shifting consumer behavior during the pandemic. Guests Liv Gabrielsen, Director of Marketing for Bainbridge, and Scott Papenfus, Director of Strategic Partnerships for LCP360, chatted about the creative ways they’ve adapted efforts and the true impact of the pandemic with an in-depth conversation on:
- Shifting marketing efforts
- The increased use of virtual tours
- Role of community, conversation and communication
- Standing out in an email and on social media
- Tertiary metrics
- Tool integration
Virtual Chat: Marketing in a Pandemic from PERQ on Vimeo.
When asked about big shifts in general as a result of the pandemic, Liv began by acknowledging what most businesses experienced, consumers embracing the digital experience.
“For multifamily, what it did is forced our industry to embrace all things digital as we saw stay-at-home orders. The COVID pandemic made us shift what we’re doing to ensure we can meet consumer demands in a 100% digital environment.”
She added that the industry knew they would need to embrace consumers’ digital demands eventually. The pandemic just accelerated the process.
“We’ve known this for years; it’s been moving in this direction,” Liv says. “For me, it was still a little bit of a shock of sorts — how fast we had to lean into some of the things or behaviors we were already thinking about, then suddenly over the course of a couple of weeks went from ‘Yeah, we’re going that way’ to ‘Now this is it.’”
Scott shared that, from a technology company’s perspective, they saw a huge increase in the number of virtual tours.
“You can literally look at a graph and just see this huge spike in virtual tours when the pandemic hit,” he says. “One of the key things we’re seeing is more and more people on-site are using our guided virtual tour or mirrored virtual tour.”
He explains consumers are not touring alone, instead doing so virtually with a leasing agent on-site who shares their knowledge and expertise about the property while customizing the tour for the prospect.
“I’ve really seen an uptick in interest is people wanting to perform kind of a hybrid — it’s a virtual tour, but it’s actually led by somebody on-site,” says Scott.
“For multifamily, we want that face-to-face interaction because our communities are more than just four walls,” Liv says. “It’s the community, the environment and the lifestyle. So, how do we communicate that in a digital way when we are removing these on-site visits? That was the challenge — we knew we had to provide a full picture of what it’s like to live in a Bainbridge community.”
Watch the full video to learn more about what Liv and Scott implemented to better serve and market to their customers during the pandemic.
A Guide to Marketing with TikTok
How TikTok can Attract Residents
Google My Business
LCP360- Why Panoskin
LCP360- Guided Virtual Tours with Panoskin
LCP3060- Coronavirus Response Survey
Apartment Marketing Blogs- Getting Started
A Guide to Effective Digital Leasing
7 Feelings your Apartment Website Should Create
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In this final episode of season two of The Bridge, we will take a trip down memory lane and pull the most important takeaways of each episode to help you take the next steps in your selling journey.
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This season has been nothing short of unexpected twists and turns as we figured out how to weather the pandemic. What started off as in-person recordings, quickly pivoted to Skype calls for the majority of our guests. What a blessing in disguise that was as we were able to meet and connect with so many amazing people. Thank you for sticking with us!
It was our goal this season to focus on sales and connect you with individuals who could provide insight on how to connect with shoppers online and transition the conversation and ultimately the sale, at an onsite physical location. We learned how to enhance the buying experience and with all of the world changes, pivot to a more virtual consultation and tour setting.
We hope you enjoyed listening to season two and we can’t wait to bring you more laughs, conversations, and insight in season 3. Happy podcasting!
Listen to the full recap episode here.
Listen to an Episode
Using Virtual Tours in Your Multifamily Community
Learning to Leverage Digital Sales Leads
Transforming your Team with Digital Sales Training
Personalizing the Customer Experience with a Sense of Urgency
The New Reality of Virtual Apartment Tours
Bridging the Gap Between Online Acquisition and Onsite Conversion
Success Goes Beyond Data
Learning Sales Enablement Without a Playbook
Connect with the Guests
Episode 1: Matt Weirich, Jordan Easley, Realync
Episode 2: David Kain, Kain Automotive
Episode 3: Bryan Scott, Big Sandy Superstore
Episode 4: Desiree White, Colin Cloud, NE Property Management
Episode 5: Jenna Miller: Bozzuto, Margaret Henney: Covideo, Matt Weirich: Realync
Episode 6: Robert Lee, Hy.ly
Episode 7: Ellisa Fink
Episode 8: Irina Soriano, Seismic
During our latest lunch and learn, our EVP of Marketing, Muhammad Yasin, led a lively virtual chat on how to weather budget season in the middle of a pandemic. He sat down with Marcella Eppsteiner, Vice President of Marketing for Mission Rock Residential, Kim Boland, Director of Digital Marketing for Morgan Properties, and Savannah Wheeler, Vice President of Finance, Treasury and IT for Mission Rock Residential to discuss not only next year’s budgeting strategy, but also adjusting to unpredictability and moving forward.
The conversation lead to discussing important considerations such as:
- Prioritizing needs over wants
- Embracing agility and nimbleness for future changes
- Collaborating across departments for expertise
“This year is about prioritization — what we need versus a wish list,” Savannah says. “What do we need to get through this time? Then, investing in the tools and technology to have the edge.”
Savannah also pointed out that multifamily budgeting usually progresses as more of a push-and-pull process, but the pandemic requires prioritizing requests. From there, it’s all about investing in the right technology.
Marcella shares that this year data should be a key factor for budgeting, along with prioritizing requests. “Traditionally, we would share feedback and input for the strategy. This year, the real difference is seeing the granular data points that are strategy-determining factors for each department.”
This year’s global economic upheaval propelled the Morgan Properties team to get creative and increase leads and occupancy using the tools they already had in place.
“We learned a lot from last year, because our company went through so many changes and grew significantly,” Kim says. “We’ve been able to do a lot of smaller things that haven’t cost as much money, so we don’t need to budget as large.”
Eviction Moratorium Fact Sheet
Anaplan: Budgeting Software
Digital Marketing Budget Must Haves
Connect With Us
Mission Rock Residential
*During the session, Marcella Eppsteiner quoted “David Davidoff” The person she is quoting is named “Donald Davidoff.”
Additional Multifamily Resources
Our EVP of Marketing, Muhammad Yasin, had a chance to hang out with Katrina Greene (CAM, Senior Regional Property Manager, and NALP Instructor) in a virtual chat on leasing agent training to find out why she views training as an ongoing process, not a one-time event. She had strong opinions on how training itself serves as an introduction or launch of behavior that will then require practice. She also stressed that you must be brave to succeed as a leasing agent, understand your value, and appreciate having a conversation, rather than taking orders.
During her chat with Muhammad, Katrina conveyed the importance of:
- Human interaction in the leasing process
- The benefit of listening to calls to identify training opportunities
- Using positive affirmations with prospects
- Demonstrating knowledge to earn the right to sell
She also shared tools and tips to make the communication effective and the experience memorable for prospective renters.
Much of the conversation with Katrina centered on reviewing phone conversations between leasing agents and prospects. She uses these calls to reinforce what’s working and identify opportunities for improvement — not only for the leasing agents but also for the properties as a whole. She says it’s important to give your team permission to fail and permission to succeed while demonstrating ways to improve — not just telling them what to do.
After listening to Katrina, it is obvious why the oath she keeps for every interaction works:
“I did everything I know to do using my knowledge, personality and skills to help this person understand my community is a great place for them.”
RESOURCE LINKS TO HELP WITH TRAINING
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