Why Multifamily Properties Should Use Multi-touch Lead Attribution

Why Multifamily Properties Should Use Multi-touch Lead Attribution

[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]Multifamily property companies historically focused on first-touch lead attribution. Before the internet, the renter’s journey was fairly limited and linear so that model made sense. Multi-touch lead attribution better reflects a renter’s behavior nowadays, delivering a detailed look at the many ways a consumer discovers and communicates with your properties; as well as which touchpoints compel them to lease.

 

By analyzing this more accurate data, companies can optimize marketing budgets and learn how to convert more leads.[/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”][vc_column][vc_empty_space][vc_column_text]

Multi-Touch Lead Attribution Gives Properties Big Picture

[/vc_column_text][vc_empty_space][vc_column_text]“Multi-touch lead attribution helps you to understand the holistic view of how all of your advertising and exposure contributed to that journey, because it’s not always super-linear,” says Todd Katler, CEO of Anyone Home, which develops scheduling and CRM (customer relationship management) software alongside customizable analytics and workflow platforms to serve the multifamily property industry.

 

It’s important to understand the path to conversion follows a nuanced and multi-faceted trail. It’s very rare that renters only search one apartment or condo website. They do hours of online research through multiple channels before contacting a leasing office.[/vc_column_text][vc_empty_space][/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”][vc_column][vc_video link=”https://vimeo.com/297746053″][/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”][vc_column][vc_empty_space][vc_column_text]

Quantify Cost of Lead Acquisition with Multi-Touch Lead Attribution

[/vc_column_text][vc_empty_space][vc_column_text]“Multiple touchpoints are key to converting at a rate that provides enough leads for sustainable occupancy,” says Katrina Greene, senior property manager at Sheehan Properties based in Indianapolis.

 

In a perfect world, Greene says she wishes her lead management software allowed her to specifically designate leads as an “information” source and an “influencer” source. Right now, the CRM they use identifies a primary lead source and a secondary source, without giving any weight to how each played a role in converting the lead to a lease.

 

“I wouldn’t consider that multi-touch lead attribution,” Greene says. “I think the consumer’s experience and process typically require them to have both [information and influencer] sources in order to get a conversion.”

 

She gives examples of a prospect who finds information on an ILS but uses social media as an influencer, or finds information on the property’s website but it’s the interactive experiences on the site that convince the person to sign a lease.

 

“Marketing options and consumer behaviors continue to evolve, but marketing budgets are staying relatively close to the same,” Greene says. “It’s helpful to have a way to quantify the importance of both sources during the buying process. Information plus influence equals strong leads.”[/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”][vc_column][vc_empty_space][/vc_column][/vc_row]

Best Value, Good Sleep Matter Most to Mattress Buyers

Best Value, Good Sleep Matter Most to Mattress Buyers

[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” background_image_as_lanattern=”without_pattern”][vc_column][vc_column_text]Like most mattress buyers, getting a good night’s sleep is important to 53-year-old Dede Davis. When she feels sleep-deprived, Davis says she tends to overeat, lacks energy and stumbles through the day in a brain fog.

 

When she bought her queen-size mattress, Davis says she knew the type of mattress she wanted and shopped around for the best price. “I wanted a memory foam, because my sister had one and I had used her bed at one time. I just loved it,” Davis says. “I wanted something at least mid-level, if not a little bit higher, because I think good mattresses are worth the investment.”[/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”][vc_column][vc_empty_space][vc_column_text]An analysis of more than 500 shoppers who recently engaged with PERQ’s mattress assessments across their client websites found 76% of shoppers preferred getting a good price with the best value, versus only about 18% who wanted the cheapest option. The analysis also found nearly 60% of online mattress consumers aren’t ready to buy now, but are merely gathering research to find the best value.[/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”][vc_column][vc_empty_space][vc_column_text]

How Much a Mattress Costs Matters, But How Does It Feel?

[/vc_column_text][vc_empty_space][vc_column_text]While getting a good price with the best value was most important to Davis, she also needed to know the mattress felt good while sleeping so she visited a few home furnishings stores to test them out.

 

“I guess we’re all tactile people, but I just can’t imagine buying a mattress online without knowing how it would feel underneath me,” Davis says. “You’re stuck with it for 10 years or more.”[/vc_column_text][vc_empty_space][/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”][vc_column][vc_empty_space][vc_column_text][/vc_column_text][vc_empty_space][/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”][vc_column][vc_empty_space][vc_column_text]Unlike Davis, 50-year-old Andrew Hamaker didn’t test out any mattresses and conducted most of his research online. “I didn’t go and lay on the mattress, and say this is the one I want. I had narrowed it down to a specific brand, a specific model,” says Hamaker, who bought a Sealy Posturepedic California king bed from Kittles.

 

“I am happy with it,” he adds. As a certified public accountant who runs his own business, Hamaker is always interested in getting the best value but he’s also willing to pay more for a better mattress. “Most people get on it and think it’s too hard. It’s not a soft, cushy bed, but it’s better for my back.” Before buying his next mattress, Hamaker expects today’s home furnishings websites with advanced AI technology will save him time by narrowing down his preferred style.[/vc_column_text][vc_empty_space][/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”][vc_column][vc_empty_space][vc_column_text][/vc_column_text][vc_empty_space][/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”][vc_column][vc_empty_space][vc_column_text]A recently purchased new mattress felt great to 32-year-old Ashley Paris, but not so much for her husband. After agreeing to a 14-day home trial of a king-size Restonic Biltmore mattress, Paris had to exchange it. “We tried it and after two days, my husband couldn’t move his head. I loved it. It was too soft for him, but perfect for me,” Paris says.

 

While it took several trips to the mattress store to find the best fit for the newlywed couple, Paris says it was worth the hassle to find the right mattress even though the replacement cost less and the store owner gifted them a mattress protector to make up the difference in price.

 

Every shopper ultimately takes their own journey to buy the perfect mattress, but most start by conducting research online. Use your website to help them simplify the process by matching their preferences with the best options, and soon they’ll trust you to schedule an in-store consultation.  [/vc_column_text][vc_empty_space][/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”][vc_column][vc_column_text]

Additional Home Furnishings Resources

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Email First: Why Sales Teams Should Change Lead Follow-Up Process

Email First: Why Sales Teams Should Change Lead Follow-Up Process

[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” background_image_as_lanattern=”without_pattern”][vc_column][vc_column_text]Consumers prefer businesses to start a conversation with them by email, no matter which industry you work in. Most people don’t answer phone calls from unknown numbers and would rather communicate by email or text to get more information from your sales team while still in the early stages of buying or leasing.

 

Recent PERQ consumer insights show 70% of shoppers want to be reached by email first. For the home furnishings industry, that number increases to 79%, followed by text (13.5%) and phone (7.5%). [/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”][vc_column][vc_empty_space][vc_column_text]For those searching on PERQ multifamily property websites, email communication ranks first at 67% versus the phone (22%) and text (11%). Additionally, car buyers also prefer email (64%), but are way more likely to text (29%) than talk to a salesperson over the phone (7%).

 

“No matter what stage of the buying journey they’re in, it’s all about communicating with the customer on the customer’s terms. If a customer says they are more comfortable with email, then you email them back. More comfortable with text, you text them back,” says Frank Lopes, vice president of FB Digital and Forrest & Blake Marketing & Advertising. “What you want to do is try to convert them to the next level of engagement, and you always want to make the engagement as personal as possible.”[/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”][vc_column][vc_empty_space][vc_column_text]

Email Nurturing Keeps Your Company Top of Mind

[/vc_column_text][vc_empty_space][vc_column_text]Nurturing customers using automated email drip campaigns helps continuously engage leads until they’re ready to buy. By emailing potential customers helpful content and incentives, businesses build rapport during the long buying cycle of high-dollar decisions — decisions like purchasing a car, a new mattress or leasing an apartment.

 

“It’s worth it to stay top of mind with your customer,” says Jordan Barrick, vice president of Quality Furniture in Texas. “Sending AI-type emails where it sounds like we’re reading their minds makes it a custom experience.”[/vc_column_text][vc_empty_space][/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”][vc_column][vc_video link=”https://vimeo.com/297746053″][/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”][vc_column][vc_empty_space][vc_column_text]Leveraging the lead information collected through the interactive experiences on their website, Quality Furniture sends out personalized, appropriately timed emails for up to three months after a consumer visits their website.

 

Home Inspirations Thomasville in New Jersey also uses AI software and email nurturing to reach website visitors. “We want them to know we’re here to assist,” Owner Ed Massood says. “We do see email as a prime way to communicate with customers. The emails are geared toward their interests, scheduled and designed around the timeline the customer submits when on our website. It has to be personal — that’s what makes it work.” [/vc_column_text][vc_empty_space][/vc_column][/vc_row]

A Guide for Lead Generation and Lead Management Plan Development

A Guide for Lead Generation and Lead Management Plan Development

[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” background_image_as_lanattern=”without_pattern”][vc_column][vc_column_text]Similar to your smartphone app that delivers detailed driving directions, retailers can guide consumers on their buying journey with a lead management plan that personalizes the online shopping experience and helps consumers avoid detours.[/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”][vc_column][vc_empty_space][vc_column_text]For many consumers, the online interactions they experience matter as much as the final destination. Instead of asking shoppers to follow a road to nowhere, get the conversation started online by using your website to engage consumers with helpful information, and lead them to a thoughtful purchasing decision.[/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”][vc_column][vc_empty_space][vc_column_text]

Get Quality Leads with Online Guided Shopping

[/vc_column_text][vc_empty_space][vc_column_text]Websites with AI and other interactive technologies help retailers collect details about each visitor, such as which pages and products they looked at, where they spent the most time, what calls-to-action they clicked on, and how they prefer to be contacted.

 

Online guided shopping software allows consumers to personalize their research through interactive tools, such as trade-in comparison tools on auto dealer websites, mattress assessments on home furnishing websites, and rental expense calculators on multifamily housing websites. The shopper gets helpful information to assist them in making a buying decision, while your sales team gets detailed lead information.[/vc_column_text][vc_empty_space][/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”][vc_column][vc_empty_space][vc_column_text][/vc_column_text][vc_empty_space][/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”][vc_column][vc_empty_space][vc_column_text]

Nurture Leads with Personalization and Automation

[/vc_column_text][vc_empty_space][vc_column_text]The best lead management plan requires personalization, optimal timing and a focus on being helpful. Adopting technology to automate lead follow-up doesn’t mean forgoing a personalized approach. Instead, interactive technology captures detailed information about the consumer, which emboldens your team.

 

By tracking customers across multiple touchpoints and delivering helpful content at each stage of the buying journey, your team can have personalized messaging, and even provide incentives to buy the exact item shoppers searched for online.[/vc_column_text][vc_empty_space][/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”][vc_column][vc_video link=”https://vimeo.com/297746053″][/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”][vc_column][vc_empty_space][vc_column_text]

Improve Conversion Rates with Lead Management

[/vc_column_text][vc_empty_space][vc_column_text]Train your staff on how to incorporate the personal information they gather through AI technology. Create customizable lead follow-up templates for buyers at the top, and even bottom, of the sales funnel. Set delivery timeframes, so the right message gets shared at the right time.

 

The more detailed information you glean about each consumer will ultimately help your sales staff convert more leads to sales.[/vc_column_text][vc_empty_space][/vc_column][/vc_row]

Tailor Your Online Furniture Marketing for Better Customer Service

Tailor Your Online Furniture Marketing for Better Customer Service

[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]While most online consumers prefer to shop on their own, they tend to visit websites that are simple and easy to navigate. Shoppers also want answers to their questions and they want to interact with knowledgeable employees if they do need assistance, according to TimeTrade’s 2018 Buyer Experience Survey.[/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”][vc_column][vc_empty_space][vc_column_text]A home furnishings website with interactive technology that acts like a personal shopping assistant keeps track of a shopper’s preferences, shows them the next best steps to take, and provides prompt customer service in real time. In fact, the TimeTrade.com survey found that 94 percent of buyers agreed they tend to buy more from a company when they have live interactions with a knowledgeable employee.[/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”][vc_column][vc_empty_space][vc_column_text]

Actual Furniture Shoppers Use Online Guided Shopping

[/vc_column_text][vc_empty_space][vc_column_text]A focus group of home furnishings shoppers who tried the PERQ online guided shopping solution on a company’s website found it easy and helpful to find the items they wanted, and to get their questions answered. One shopper said: “The shopping tool allows you to personalize your experience on the website and allows you to save some of the information that you like, along with your own profile information. It saves you time and assists you during the browsing experience.”[/vc_column_text][vc_empty_space][/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”][vc_column][vc_empty_space][vc_column_text]furniture ecommerce trends - break image[/vc_column_text][vc_empty_space][/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”][vc_column][vc_empty_space][vc_column_text]What’s the bottom line? Home furnishings retailers need to stay on top of digital trends that personally assist shoppers in their search to remain relevant in today’s market, says Jason Pires, CEO of Furniture Branding, a California home furnishings marketing agency. Slapping an inventory list or static brochure on your website does nothing to personalize or narrow the choices for a potential customer.

 

“The technology is allowing you to give a much more personalized experience on a much larger scale,” Pires says, thereby reaching more customers with more products. “Technology allows you to focus on the quality of the products you choose, and it allows you to focus on a tailored experience when you are one-on-one with a client.”[/vc_column_text][vc_empty_space][/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”][vc_column][vc_column_text]

Additional Home Furnishings Resources

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