SuperHuman: How Leasing AI Supports Multifamily Teams

By: Ibby Ahmed

Recent grad from Indiana University with a passion for content creation, an adorable pup named Suki, and a newfound love of creating multifamily TikToks.

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 assistants can do for your team.

 

Making brands more human, and humans more efficient

As ironic as it sounds, natural language AI leasing assistants 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.

PERQ bot icon | AI Leasing Assistant

“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, ‘round 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.

 

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 assistant tackles 70% of routine inquiries and captures 3-5X more prospect data points. As a result, they’ve experienced a 200-400% boost in leads, and up to 50% increase in tours and lead-to-tour conversions. The same is possible for your team!

 

Human + machine = more engaged employees

Shorter sales cycles, greater productivity and revenue are big benefits of AI leasing assistants, 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, judgement, 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, AI assistants help create an environment that’s more fulfilling for workers — a much-needed antidote to the wave of burnout and attrition growing across all industries.

 

From innovation to industry standard

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.