5 Ways Automation Helps Propel On-Site Team Performance

Onsite Team Automation | PERQ AI Leasing AssistantOn-site teams are the foundation of thriving multifamily properties. At the same time, today’s market environment is a tough one for teams. Keeping skilled workers engaged and productive amidst growing burnout and economic unrest requires new approaches.

Multifamily marketing leaders already know automation is the way forward. And yet, some might be surprised to learn how significant automation platforms are to the employee experience, and how platforms can differ in terms of magnifying the efficacy of teams.

In this post, we’ll focus on feedback we’ve received from leading multifamily marketers following their adoption of PERQ to automate lead capture and nurture outreach to prospective renters. In all, PERQ users have reported that benefits to their on-site teams fall into five broad themes.


1. Encouraging creative work by automating routine tasks


What if your leasing agents could focus more time on engaging high-intent prospects? And what might be possible if each team member could operate in their area of genius – those personal strengths that really move the needle toward your marketing goals – most of the time?

At a minimum, you’d expect automation to free up time so employees can redirect their energy to more profitable work, instead of repetitive, low-impact tasks like responding to FAQs or playing phone tag with unqualified leads.

Multifamily marketers who partner with PERQ report they’ve freed up their leasing agents’ time significantly, up to 100+ hours a month. That’s possible because the AI leasing automation tackles 90% of routine inquiries. PERQ also captures 3-5X more prospect data points and integrates seamlessly with the CRM and connected marketing channels, saving agents from having to manually enter prospect data into the CRM.

Altogether, those capabilities mean teams get more time and headspace to devote to more fulfilling activities like getting creative, building relationships, and refining strategies.


2. Helping on-site teams convert more leads, 24/7


Imagine a prospect is browsing your website at 2 a.m. when a question arises that can sway their renting decision. Or maybe the same happens when agents are out to lunch or wrapped up in an assignment. Though your team isn’t available to assist at that moment, your AI assistant is, delivering instant answers and capturing prospect information for your agents.

More than creating a good experience for your website visitor, your ability to deliver instant support also enables you to capture leads when their interest is highest, versus making prospects wait to reach an agent and hoping they won’t forget, lost interest, or get their questions answered by a competitor first. For agents, better win rates also translate into improved satisfaction, making them feel better about the impact of their contributions and the progress they’re making in their work.

One added benefit to agents using PERQ is that the AI engine continues to “warm up” leads with personalized nurture messaging, nudging prospects to the next step, scheduling tours and answering routine questions while agents focus their attention elsewhere. Uniquely, PERQ can nurture across SMS and email (managing the opt-ins as well) and each prospective renter gets a nurture cadence and content that is unique to their preferences, move-in window, and more.

Once leads are primed and closer to a “yes,” your agents can step in. Armed with insights the AI platform has captured about each prospect’s interests, agents are able to fine-tune their approach and guide the prospect toward a leasing decision.


3. Enabling better forecasts and decisions with data


When you integrate marketing channels and systems, a few things happen to alleviate workload and uncertainty for on-site teams:


  • Your visibility into marketing performance and prospect behavior trends become clearer and more complete.
  • Data capture can be automated, replacing manual tasks and reducing the chance of human error.
  • Your team can more easily pinpoint gaps, opportunities, and tripping points sabotaging their goals.


Traditionally, marketing decisions have hinged largely on hunches, past experiences, bias or even personal preferences — all of which can be wrong. By contrast, high-conversion multifamily marketing programs let data guide decisions leading to revenue.

If your on-site team is operating on instinct or incomplete data today, chances are high that much of their efforts aren’t making a significant difference, or might even be working against their goals. There’s a better way: Integrating marketing technologies (and their data) to help you identify what campaigns, tactics or lead sources are truly worth your time and dollars.


4. Mitigating burnout by nixing tedious tasks


Research by J. Turner Research reveals the average tenure of today’s apartment community manager stands at just 19.2 months. That’s a problem.

One common cause of employee burnout is losing a sense of purpose and fulfillment at work: too much work and too little impact, as the Harvard Business Review puts it. Multifamily leaders can counter that by eliminating mundane tasks like copy/pasting FAQ answers to make room for more creative work, such as building relationships with strategic partners, strategizing new campaigns, getting more involved in the community, studying data trends for new ideas, and more.

Increasingly, multifamily marketing leaders are finding that AI marketing automation is invaluable for creating work conditions that compel skilled workers to stay engaged. Research by Deloitte supports that notion. The research firm reports that AI can be highly effective in removing monotonous tasks and enabling teams to undertake meaningful work instead —particularly work that requires uniquely human capabilities like interpretation, communication, judgment, and empathy. In striking the right balance between humans and automation, your organization benefits from better results and better quality of life for our teams.


image of the smiling PERQ chatbot5. Delivering always-on support without exhausting team members


Today’s consumers are used to instant answers, often aided by Siri, Alexa, or some other AI-powered assistant. They’re also in a hurry, not happy to wait for answers or jump through hoops to get the support they need. Though you’re not Amazon, Netflix or Apple, those expectations don’t go away when prospects are browsing your property website.

Multifamily marketers who’ve adopted PERQ tell us their AI chatbot is able to answer nearly all questions a web visitor throws at them — we’re talking about hundreds of questions, often asked outside of office hours. That support doesn’t stop there. When prospects interact with a PERQ-enabled website, the AI engine records prospect data into the CRM, then nurtures those leads with automated email and SMS outreaches, personalizing the message content, cadence and channel to match individual preferences.

Agents benefit in a few ways:


  • Not having to manually populate the CRM with prospect data.
  • Having a cleaner CRM that’s not gummed up with leads that aren’t agent-ready.
  • Having actionable insight into individual interests/preferences when reaching out to a prospect.


Prospects benefit too: It’s a win to receive instant answers at their fingertips, without having to call the leasing office before they’re ready.

As marketing professionals, we’re only successful when we evolve alongside consumer behaviors and expectations. Just as important, we also need to evolve to match the needs and demands of today’s skilled workers. Walking in your customers’ and employee’s shoes is a far smoother journey when aided by the right automation.


👉🏽  PERQ integrates with your existing website and lead sources to engage, nurture and convert leads, improving the multifamily leasing journey for everyone. Learn how it works or request a demo

Why Multifamily Needs Nurture

Managing multifamily leasing activity has never been more painful.  While it’s commonly expressed in different ways, 

  • My leasing team is not following up on leads 
  • Leads are falling through the cracks 
  • We have too many “looky Lous” 


Chances are it sounds familiar to you.  

Women frustrated while working


The conundrum is that you’ve generated more leads than the team can handle, but you also need to keep that volume going to ensure that enough leases get signed to maintain your occupancy numbers based on current conversion rates.  But that’s not actually where the problem starts. 


The actual root cause stems from the way we have been managing leads in multifamily. It no longer works for today’s rental audience.  



Why Multifamily Lead Management Needs Change 

The COVID-19 pandemic changed a lot for consumers. The need for isolation meant more needed to happen online, and consumers became more digital; embracing technology in new ways to research and purchase everything from groceries to cars.  With so many people spending more time at home, a great many of them decided to relocate to more a suitable place for their new situation, leading to a surge in leasing activity unlike anything we’ve seen before. With more young renters and those that are new digital buyers all in market for apartments at the same time, leasing activity began to shift to be more online. 


As the volume of renters in the market rose, supply and demand changes forced those renters to begin exploring their options earlier.  In fact, a recent PERQ study indicated nearly half of renters begin looking online 3 or more months in advance, a change over prior years’ results. 


In multifamily today, leads are passed directly into the CRM as soon as contact info is known.  The leasing team is expected to contact them and work that lead into a tour and lease.  But the renters aren’t ready for a tour or lease: their shopping behavior has changed 


Since today’s apartment shopper is looking months in advance and doing considerable research on their own before they are ready to tour, we need to be able to engage with them the way they want.  They want to look into multiple properties, understand neighborhoods, compare floorplans and rental rates to develop a short list. But, multifamily teams are not equipped with the staff to engage with these shoppers in this way. It’s simply more than leasing teams can handle. 



The Solution 


perq platform collage | PERQ AI Leasing Assistant

PERQ was invented to solve for all of this.  A next-generation technology for multifamily, PERQ engages prospects from your website and lead sources and nurtures those leads with interactive website experiences, cross-channel natural language chatbots, and SMS and email personalized nurture outreach, all powered by an AI decision engine that gives every renter exactly what they need along the renters’ journey until they are ready to tour or request to speak with a person.   


Multifamily leasing funnels that nurture leads enjoy higher conversions and lower marketing costs. 


The results: increased leads from your website, increased conversions from lead sources, higher quality tours and increased lead to tour conversion; all helping to drive down the cost of paid leads and optimize your leasing funnel. 



In Conclusion

Today’s multifamily rental prospects are more digitally savvy and accustomed to buying online than ever before. They crave information to learn on their own and explore the options before they decide to tour or speak with a person.  And they are used to the kind of digital engagement they get from other consumer brands.  In short, they want and expect engaging and interesting content that is relevant to them.  And they expect a unified, consistent experience from the brands they choose to buy from — across all their favorite channels. They want to be nurtured. 


PERQ integrates with your existing website and lead sources to engage, nurture and convert every lead, improving the multifamily leasing journey for everyone. Learn how it works or request a demo.

Digital Trends For Multifamily: Critical Ingredients to Conversions

You wouldn’t bring a bicycle to a car race, yet that’s what multifamily marketers do when their digital toolbox doesn’t have enough power nor the right tools to meet market expectations or match their competitors’ capabilities. In multifamily, prospective renters have adopted new buying behaviors and expectations, demanding cohesive cross-channel experiences, greater convenience and personalization. “We are all designing for a new kind of customer,” note researchers from WGSN.

This shift sets a new bar for the renter’s journey, spurring new digital trends for multifamily marketing.

Is your multifamily marketing team equipped to compete successfully in today’s digital multifamily marketing landscape?

We’ll start with a broad view of five foundational digital trends for multifamily – baseline expectations your prospects bring to your property websites:

  1. Speed: From fast-loading websites to “anytime/anywhere” support, today’s prospective renters crave instant answers in their property search, without having to engage a human.
  2. Interactivity: Gone are the days of websites having just text and images of your community on them. Pandemic-fueled shifts in digital marketing and online buying experiences have raised consumer expectations for digital experiences. Today’s renters expect to be engaged with interactive online experiences that are relevant to their personal preferences and where they are in their search process. The reality is that the renter’s journey is now far lengthier, and prospective renters are taking control of the information gathering portion of their buying process.
  3. Personalization at scale: Made-for-me experiences and messaging tailored to each prospect’s interests, preferences and past behaviors. The “care of one,” as McKinsey puts it, is quickly becoming standard. This means having the ability to welcome known contacts back to your website and provide them with the content both on the website and in your nurture outreach that is applicable to them.
  4. Automation: Put recurring tasks on autopilot so your onsite leasing agents spend less time on repetitive activities that can be handled through automation so they can focus on higher-impact activities, such as closing leases and servicing residents.
  5. Omnichannel Integrations: Consumers expect a seamless and consistent experience with brands they decide to do business with. And, they’re doing more digitally, in more places, than ever before. This means having the ability to recognize them across devices, pick up where the conversation left off, and not present them with irrelevant content. To do this, multifamily marketers need to review their tech stack to identify disconnected consumer experiences and identify opportunities for integrations or new technology that can bridge the disconnect.

With these pillars in mind, below is a simplified rundown of what your digital marketing for apartments tech stack should be able to perform if you hope to outshine competitors and remain profitable for the long haul.

Notably, more than digital trends for multifamily, you should view these as new baseline capabilities without which PMCs simply won’t be able to compete successfully in the weeks and months ahead.

Checklist Bot | PERQ AI Leasing Assistant


For multifamily marketers, capturing leads is an evolving science. This is because what has been called a lead in the past is not actually a lead in terms of today’s rental prospects. Today, prospects expect to explore and collect information on their own about many properties that interest them. They will shortlist their favorites and choose to tour only the ones they are most interested in. They have a willingness to share their personal information with a website in exchange for information about the community, but they are not yet ready to speak to a member of your team. A recent study showed that the renter’s journey is elongating, with many prospects starting their search for an apartment 6 months in advance.

This changes the game for multifamily marketers in terms of what their inbound marketing channels need to be able to do. Among the things you’ll want your digital channels to be able to accomplish as part of your inbound marketing strategy:

Build prospect profiles over time. Capturing a person’s name and email address no longer qualifies them as ready to speak with the onsite team. Consumers have been trained by digitally savvy consumer brands to exchange their information and preferences to receive the information they seek. You need a way to capture and house prospect information.

Provide easy answers, anytime. When prospects can’t find answers on your website, they expect to have a way to access instant, “anytime” support. AI-powered, natural language chatbots make this possible without making prospects wait for a leasing agent to respond, or for your office to open. Today, AI chatbots are considered a best practice when it comes to leasing marketing strategy as they provide the instant gratification that prospects are expecting in their consumer experience.

Be friendly. First-time visitors to your website shouldn’t be strangers for long. Their behavior on your website and information they share with you are a valuable asset you can use to tailor their experience with your brand. For example, once you know their name, you can welcome repeat visits by addressing them by name.

Be fun. Engage online visitors with interactive experiences, such as interactive quizzes, video tours, floor plan match and budgeting tools that inform and satisfy common questions in new and interesting ways, endearing prospects to your brand. 

Be consistent. Today’s rental prospects are researching in more channels. They will look at your website, social account, read online reviews, look at location on a map, etc. Your brand and the consumer experience should look and feel consistent across all of these interactions.


The lengthening renter’s journey means PMCs need to stay top of mind while prospects explore their options and do their online research. For more than a decade, nurturing leads with relevant content at the right times in their renter’s journey was considered a best practice across a variety of industries. Unsurprisingly, emerging data and digital trends for multifamily show us that’s also true for our industry. Simply put, prospects will not interact with a leasing agent until the final stages of their search, elevating the importance of facilitating, personalizing, and automating lead nurture. 

Effective lead nurture follows several important tenets: 

Be relevant. Use prospect intelligence to adapt your nurture content accordingly. Using individual preferences, such as a preferred floor plan, improves each prospect’s overall experience by making communication more relevant to them.

Respect boundaries. Build rapport with apartment seekers via nurture outreach that respects their opt-in preferences, and further, actually leverages their preferred channel by reaching out at the times and channel that get the most engagement from them.

Timing is everything. Messages should be at a cadence that will move them along their renter’s journey and relevant to who they are, what they’re looking for, and the stage of their buying journey. For example, if you know their preferred move-in window, you can pace out your communications across that time to ensure your community stays top of mind across their entire renter’s journey, regardless of length. Or you can have triggered emails that follow up when they take an action on the website.

Be modern. Today’s consumers have come to expect automated communications. In fact, a recent study by McKinsey & Company surveyed over 1,000 consumers about their expectations when shopping online. Findings reveal that consumers want brands to “meet me where I am,” characterized as making it easy for them to navigate websites, sending timely nurture communications (trigger-based nurture), and showing up in their frequently visited places (retargeting). Automating nurture with technology takes this repetitive task off the plate of busy onsite teams. Further, technology can more quickly create segments and decide content aligned to preferences and, if it’s expected, it’s a no brainer.

woman sitting using laptop with a phone, clock and chat icons around her


A big part of multifamily marketing team’s job is to provide qualified tours to the onsite team. The more qualified, the more likely the lead is to actually sign a lease. Doing this properly requires the ability to understand when a lead is ready to speak with the member of the onsite team.

To consistently convert agent-ready leads, your team will need the following capabilities:

Be aware: The ability to track a prospect’s engagement with your community across channels is a big piece of the puzzle when it comes to knowing whether they’re truly interested in your community. A key tenant of inbound marketing strategy is to capture this information in a prospect database.

Be strategic. The ability to track lead source attribution and understand which sources produce the best outcomes for you at the lowest cost needs to be on the top of your inbound marketing strategy to-do list. Being able to fine tune your lead sources is critical, particularly in times where you need to justify marketing spend. The information cannot be pieced together for the past, you need to have a solution with a system of record for tracking this that doesn’t rely on humans to input the information.

Share the wealth. If you’ve nurtured properly and collected a profile on the consumer, chances are multiple touches have occurred between the prospect and the marketing efforts, and these may go across channels. The ability to provide all this prospect intelligence to the onsite team gives them more context about the preferences of the prospect before they enter the conversation, so they can tailor their “pitch” accordingly. Integrations between your technology systems make this possible.


While satisfying modern-day renter expectations and aligning with high-performing digital trends for multifamily might seem like a daunting task, it’s not!

There’s no need to reinvent the wheel, hire more tech-savvy staff, or sink time into areas where your team lacks expertise. Instead, multifamily has been blessed with a wide landscape of reputable technology partners that can help you in this endeavor.

How do you choose?

The proof, as they say, is in the pudding. Your chosen technology partner(s) should demonstrate three essential attributes:

  • A track record of helping other multifamily marketers solve the same challenges that are holding you back.
  • Solid support beyond the sale, continuously offering guidance on how to improve your results.
  • Offers pilot periods that give you a chance to actually test out the product and see what kind of results it will give you before signing a lengthy contract.

When it comes to selecting a marketing automation provider, be aware that not all providers and approaches are created equal. Even the category of the solutions vary; there are chatbots and leasing assistants and nurture technologies and lead automation platforms, among other names.

So how do you decide? How do you even know where to start? Here’s the key: What you are trying to achieve using automation is an important starting point to selecting a vendor.

There are many benefits of automation in multifamily, but the most popular ones include automation that:

  • Provides instant answers in real time, around the clock. This can happen on your website, in email, via SMS, on Google Business profiles and more.
  • Eliminates or supplements lead generation forms.
  • Schedules property tours — even while your leasing agents sleep, go out to lunch, or serve other customers.
  • Engages cold leads and warms them up for leasing agents.
  • Delivers support to less qualified or lower-priority leads so your team can focus on high-potential prospects.
  • Executes consistent follow-up and lead nurture.
  • Captures prospect preferences and behavior insights, learns from every interaction and adapts so messaging is increasingly relevant and personalized.
  • Sends personalized communications.
  • Shortens the sales cycle, accelerates leases and helps to achieve and maintain high occupancy.
  • Answers phone calls and automates responses.
  • Captures prospect data and syncs it with your CRM.
  • Increases the value of connected technologies like your CRM, video or virtual tour content, and internet listings.

Said another way, not all automation does all things. And knowing what it is that you’re looking for can help you narrow the list.

Yes, we’re biased, and we’d love to show you why multifamily marketers seek PERQ to multiply their conversion rates. We’ll gladly explain how your peers are tackling challenges just like the ones you’re facing. These multifamily marketing strategies will strengthen your ability to stand our to prospective renters among a sea of available apartments. 

When it comes to digital trends for multifamily and what it takes to drive conversions, the landscape is definitely evolving. Artificial intelligence as an emerging technology is helping multifamily be better marketers, both in the ability to scale inbound engagement activity and also by giving PMCs more actionable data than before.

PERQ integrates with your existing website and lead sources to engage, nurture and convert every lead, improving the multifamily leasing journey for everyone. Learn how it works or request a demo.

Why CRM isn’t Always the Answer

You will find dozens of articles and blogs about how amazing CRM, or customer relationship management, software is for any business. These articles aren’t wrong, a CRM can do wonders for any business when it comes to centralizing their leads and sales activity. The multifamily world is fairly new to adopting this kind of tech, and while it has helped the leasing funnel modernize from using paper contact cards, it doesn’t offer a complete solution to managing multifamily leads.



So where is the disconnect? CRM is a database of all the data collected on every lead. As they get worked by the onsite leasing teams, the lead’s contact record is updated by your team with activity. Most people will tell you their CRM is full of dirty data and needs to be cleaned up. As a database, it will keep everything that comes in. The net result of a dirty CRM is weakened operational efficiency and difficulty with reporting. Leasing teams must sift through all of the junk to find their work and data.


While CRMs typically purge leads that are marked dead after a short period, CRMs are still challenging to keep organized. When you plug multiple data sources into your CRM, you are at risk of making the problem even worse.



As a database, CRM does what it should. A challenge is that CRM is being used as a marketing reporting source, which is not its original intent. Further, in multifamily, where roughly 20% of apartment rental leads go unfollowed, and the cost of a lead is on average $17 to $24, CRM is clearly not helping the team manage all the leads in their funnel. So what’s the solution?


The answer lies in B2B marketing history. In the late 1990s, a marketing automation revolution began in B2B.


An investment banking researcher at Bain Capital named Mark Organ conducted research that showed that the most successful salespeople were in companies that figured out how to give the team really good leads. This gave birth to a startup called Eloqua.


Originally envisioned as a technology for sellers to chat with prospects on the company’s website and an engine for marketers to send bulk email, Eloqua carried some big hype. But their team learned quickly that the chat product wasn’t being used by the salespeople. Instead, the sellers would cherry pick out the leads that had clicked through to the website from marketing emails that had been sent by the marketing team through Eloqua.


The “cherry picking” scenario is pretty similar to the challenges that multifamily is seeing today; leads don’t get followed up on, onsite teams don’t have time to chat with tire kickers, and marketing dollars get wasted. Maybe multifamily doesn’t need more leads, but rather better leads for the onsite team?


So going back to our multifamily CRM, the problem isn’t necessarily the CRM technology. It’s the way this technology is being used. Let me explain.


Today, CRM treats every lead like it’s equal. Whether it is someone very early in their leasing process, a person PERQ calls “low intent”, or someone who is more ready to sign a lease, aka “high intent,” records are added to CRM as a “lead”. At PERQ, we believe this concept is largely flawed. Leasing CRM should be reserved for REAL leads, people who are ready to talk to someone on the onsite team. PERQ believes people who are low intent aren’t yet a “lead,” even though they are valuable records that deserve attention.


Returning to our Eloqua story, the smart people at Eloqua realized they were onto something with the leads being cherry picked out by the salespeople, and they made a change. They stopped using CRM as a catchall and began getting more sophisticated around lead strategy for the valuable contacts that were not quite ready to speak to a salesperson:


  • Leads were only put into the hands of salespeople when they were ready to talk to salespeople
  • Lead records only entered the CRM when they were ready for sales activity (otherwise they stayed in Eloqua), and
  • Marketing took on the early engagement with the customer to get them ready for sales and it was all tracked in the lead nurturing automation system to be passed into the CRM when the person was ready to speak with a salesperson.


What this new strategy did was free up salespeople from having to treat every lead like it needed equal attention to focusing on only the leads that were really ready to engage in a sales conversation, or “high intent.”  The people that had not demonstrated high intent remained as marketing contacts in the Eloqua system for marketing to “nurture”.


A lot of good things came from this “nurture” approach and it ushered in a new era of marketing sophistication that was desperately needed to ensure that the customer experience and the buyers’ journey was providing prospects the engagement then needed before they were ready for a conversation.


As a result of this approach, the consumer experience was consistent and always to brand standards from first touch to signed agreement. Conversions at every stage of the funnel improved. Salespeople got better at closing deals due to their increased focus. Marketing became experts in why people buy and tuned their marketing messages and marketing spend so that it was exactly what was needed to get results.


I’m sure you’re saying to yourself “this all sounds good, but I don’t have a multifamily technology whose purpose is built to address this.”  And, chances are, you don’t have people on your team that can write and send this kind of volume of nurturing communication messages to your low intent marketing contacts.


Both true, and both changeable.




PERQ was developed to address this specific problem.  We have the benefit of being able to look back at the history of marketing technologies like Eloqua and their competitors through today’s more sophisticated technology lens.


PERQ has cracked the code on the consumer experience for leasing, automating your engagement with consumers on your website, SMS and email. PERQ complements your CRM and, reduces the CRM mess by engaging and nurturing low intent contacts until they are ready to speak to a person, but we do it better than it was done in the 1990s. We leverage today’s technology to improve the consumer experience using built-in nurture science and AI. With this technology, low intent contacts receive cross-channel engagement that is personalized to them. Once they’re ready to speak to someone live, the lead is passed to CRM and the leasing team. And, PERQ is always on the lookout for capturing more contacts to nurture, offering communications and experiences across channels to convert unknown visitors to known.



CRM is not your funnel’s savior and it was never meant to be. If you are frustrated by your current marketing approach or want to see first hand how PERQ’s platform is revolutionizing lead capture and automation, schedule a demo.

Tackling Property Management Leads

After March 2020, many multifamily companies saw a dramatic increase in the number of property management leads coming from their website. That sounds amazing, a huge number of leads to pick perfect tenants from. The reality is these aren’t all real leads. Some of these are just casual online shoppers or trash leads that go nowhere. The increase in leads comes from a lot of factors, one being that lifestyles have become more remote. With more people at home, they have more time to look up property websites and think about moving from their spaces more often to feel less cramped.


Let’s dive into some tips on how to improve property management business when it comes to lead capture, nurture, and automation.




| PERQ AI Leasing Assistant

One of the biggest developments in multifamily tech recently has been the integration of artificial intelligence. AI in leasing has proven to fill a lot of the gaps in property management marketing. For starters, the insightful data that AI can give can improve your follow-up and first initial conversations. Leasing teams are more empowered as they have more information on what the prospect wants, needs, and what their budget is. Not to mention they save hours of time each week not having to sift through a crowded CRM. They know that every lead follow-up is one that is high intent and qualified.

You might be thinking, shouldn’t a CRM be enough? A CRM is just a database. It doesn’t do lead capture, nurture, or automate anything. Without an AI platform, like PERQ’s, every lead from the top of the funnel gets put in your CRM and makes it harder for the leasing team to find what they are looking for and, in some cases, make them follow trash leads.


AI platforms include an AI Leasing Assistant that can engage with prospects on your website through chatbots and interactive experiences. Through this, it can collect insightful data on what the prospect wants and needs, their timeline and budget and more. AI is smart enough to hold off on sending those leads to the CRM until they have reached the bottom tiers of the funnel and are ready for a human to lead them through the leasing process.


Leasing AI also keeps those leads nurtured through automation using the data it has on the lead. It’ll keep your property top of mind until the Assistant knows it’s time to send the lead to your leasing team.




Adding AI to your property management marketing materials is part of the evolution of digital marketing and sales. In the late 90’s, Mark Organ, an investment banking researcher at Bain Capital found that the most successful salespeople were the ones that were a part of teams that were able to hand them only good leads. This led to the creation of Eloqua, a startup that would engage with prospects through chatting on the website and help marketers send bulk email. What they found was that the salespeople weren’t looking for leads that had chatted with the chat product, but were cherry picking leads they saw come from the marketing emails.


This is a mirror of what is going on in multifamily today. Leads don’t get followed up on and leasing teams waste time trying to chat to looky lous and other unserious leads. With Eloqua, they began to realize they were onto something with the leads being cherry picked out by the salespeople, and they made a change.  They stopped using CRM as a catchall and began getting more sophisticated around lead strategy for the valuable contacts that were not quite ready to speak to a salesperson:


  • Leads were only put into the hands of salespeople when they were ready to talk
  • Lead records only entered the CRM when they were ready for sales activity, and
  • Marketing took on the early engagement with the customer to get them ready for sales and it was all tracked in the lead nurturing automation system


What this new strategy did was free up salespeople from having to treat every lead like it needed equal attention to focusing on only the leads that were really ready to begin going through the sales process with a human. The people that had not demonstrated high intent remained as marketing contacts in the Eloqua system for marketing to “nurture”. This innovation is what led to marketing automation and lead capture evolving and is what PERQ’s platform does specifically for the multifamily industry.


Are you ready to take the next step in property management lead capture and automation with PERQ? Schedule time to see it in action.

SuperHuman: How Leasing AI Supports Multifamily Teams

Picture a typical day in a typical leasing office: You have your typical leasing agent daily checklist — leads to look through in a crowded CRM, tours to give, residents who need support, and a steady flow of routine inquiries — some from promising prospects, others from people kicking the tires who’ll never engage with you again. By the time you climb your way out of the daily minutiae, it’s closing time and you’ve barely squeezed in high-impact activities like developing a new marketing campaign, meeting with high-potential leads and getting signatures on rental agreements.


If only you could clone yourself or add more hours to your day, right? It turns out you can.


What would be possible if you found a way to automate low-impact, time-sucking tasks without sacrificing customer care so you can do what you most enjoy and are best at? That’s what AI leasing automation platforms can do for your team.



As ironic as it sounds, AI leasing automation platforms that include a natural language processing chatbot actually make brands feel more human. That’s because they enable brands to engage consumers on a more personal level at scale, writes Mike Kaput, a senior PR consultant and Chief Content Officer at the Marketing AI Institute.


As humans, there’s a limit to the number of one-on-one conversations, relationships and tasks we can manage, let alone manage well. It’s no wonder workers get burned out and customers feel frustrated by delays, miscommunication and hit-and-miss exchanges. AI plugs that gap.


“With chatbots and other forms of conversational AI, marketers can participate in one-to-one conversations at scale, 24/7/365. And consumers, 90% of whom want to communicate with businesses through messaging, now have the means to connect with companies on their own terms, whenever they want,” says Kaput.


Kaput goes on to list specific things AI assistants can do to benefit workers and consumers. (We’ve added a few of our own to this AI Leasing Agent Resume.)

  • Provide instant answers in real time, around the clock.
  • Eliminate or supplement lead generation forms.
  • Schedule property tours, calls or meetings — even while your leasing agents sleep, go out to lunch, or serve other customers.
  • Engage cold leads and warm them up for leasing agents.
  • Deliver support to less qualified or lower-priority leads so your team can focus on high-potential prospects.
  • Execute consistent follow-up and lead nurture.
  • Capture prospect preferences and behavior insights, learn from every interaction and adapt so messaging is increasingly relevant and personalized.
  • Make personalized recommendations.
  • Shorten the sales cycle and accelerate revenue growth.
  • Capture prospect data and instantly sync up with your CRM.
  • Facilitate decision-making, reveal blind spots and money-making opportunities with rich behavioral data.
  • Increase the value of connected technologies like your CRM and internet listings.


image of the smiling PERQ chatbot


Multifamily property managers who’ve partnered with PERQ report they’ve been able to free up 10-12 hours of leasing specialists’ time per week as the AI leasing automation platform tackles 70% of routine inquiries and captures 3-5X more prospect data points. As a result, they’ve experienced a 2x increase in lead to tour conversion and up to an 80% reduction in cost per lead. The same is possible for your team!



Shorter sales cycles, greater productivity and revenue are big benefits of leasing AI, for sure. But for the humans on your team, it’s also a way to sharply reduce tasks that keep them from doing impactful work that requires human leasing agent skills.


“Organizations can use AI to automate mundane tasks, freeing up human workers to apply their uniquely human capabilities (such as interpretation, communication, judgment, and empathy) to less-routine tasks, as well as explore new problems and opportunities,” reports Deloitte researchers. “The focus is on augmenting people, not replacing them.”


Consequently, tackling lead management through an AI leasing automation platform helps create an environment that’s more fulfilling for workers — a much-needed antidote to the wave of burnout and attrition growing across all industries.



Like the advent of cars, computers and smartphones, AI is just another revolution in a string of revolutions designed to enhance human experiences. And it’s quickly evolving from innovation to an industry standard, driven by consumer demand for instant gratification, deep personalization, and anytime/anywhere access.


“The landscape has changed,” reads the 2021 State of Marketing AI Report. “Leading marketers know that in order to deliver the personalization and experiences modern buyers expect, marketing must become smarter. It must be marketer + machine.”


There will always be jobs. Will AI change job functions? Sure. And that’s something to be excited about.


PERQ integrates with your existing website and lead sources to engage, nurture and convert every lead, improving the multifamily leasing journey for everyone. Learn how it works or request a demo.