Over 74,000 consumers perform a Google search per second. That’s a lot of opportunities to improve your property management company’s digital marketing and SEO efforts.
As renters use technology to access the vast amount of information available online to help them find an apartment or condo, an expansive amount of valuable data becomes available to your business. Imagine capturing detailed online data for every potential tenant who visits your property website, any time of the day, every day.
“It has significantly opened our eyes to how many current prospects will be reviewing a single community at one time,” says Caleb Bartlett, Digital Sales & Media Manager at Nolan Real Estate, of the website conversion software the multifamily company added to several property websites. “We see about 150 unique visitors to our individual websites each day, and PERQ has changed how we go about managing all of those qualified leads.”
Use Website Data to Improve SEO Strategy Across Channels
Capitalize on your property’s website data to help your leasing specialists better meet a lead’s needs and enhance prospect engagement, while also gaining insight into what renters in your market are specifically searching for and which trending keywords your SEO team should target on your website, in digital ads, social media and content marketing. By constantly tweaking your SEO strategy based on real-time data, you’ll drive more organic traffic to your website, and improve your search page ranking and visibility.
PERQ assigns a unique ID to online visitors in order for clients to take anonymous Google Analytics data and marry it up to lead and PERQ analytics in order to accomplish the cross channel/device tracking but also to see who is signing a lease at the physical property. This goldmine of information helps property management companies connect the dots between a prospect’s online activities to spot common words, phrases and renter trends that your SEO team or third-party vendor can use to maximize website growth and attract more leads.
Your Market, Customers and Ways to Search Continue to Change
SEO is not a one-and-done type of task; it is an ongoing effort. To add to the dynamic nature of search, Google continually updates its algorithm. In 2018, Google reported 3,234 improvements to its search platform.
Optimizing your website requires continual analyzation and modifications. Data collected from customers’ online behavior using artificial intelligence is automatically analyzed and updated to provide properties with a treasure trove of information to influence search engine optimization.
When stored in a marketing cloud, that data can flow between your property’s various technologies and data collection systems to give you a broader picture of each prospect’s journey and your customer base as a whole.
Trying to anticipate how the market, your prospects or search methods will change or evolve is tricky business, but website data provides a view into what’s popular at the moment. When analyzed alongside big sets of industry data, your property can also make predictions on what’s coming next and make automatic adjustments to your digital marketing accounts.
Audit Online Consumers to Make Better SEO Decisions
Ryan Cox, Digital Marketing Manager at J.C. Hart Company, gives this advice to any property looking to improve their digital marketing: “No. 1, even if you have to hire outside to do so, do a comprehensive online customer audit of your residents and potential residents. Men lie, women lie, numbers don’t.”
He urges property management companies to examine customers’ purchasing habits, styles, likes and dislikes. “Just because you have a budget, doesn’t mean you’re spending it effectively,” Cox says. “If you’re just throwing money at [digital advertising], and spraying and praying, you’re doing it wrong.”
AI technology continues to change how multifamily properties conduct business, both internally to track leads and analyze data and externally to communicate with rental prospects as well as how to automate lead generation. The successful launch of one technology often presents a whole new set of challenges.
Before rolling out an AI-powered solution to capture more online leads or collect more insightful prospect data, a property management company must first ensure it can properly nurture that influx of leads without burdening an already taxed team of leasing specialists. They’re often the first and only people whose prospects interact with one-on-one when seriously considering an apartment option, so it’s best to use their talents and time wisely. This can’t be done when your CRM is crowded with all sorts of leads, both good and bad.
“Property staff is always busy, and most always behind on something,” says Keir Schutte, owner of KP Consulting Services, which works with multifamily companies to achieve a variety of business goals. “Sadly, as much as everyone complains about occupancy, lead management always seems to need improvement. I think that it’s important to automate anything you can for your properties.”
AI lead generation tools, like PERQ’s platform, automates the lead nurture process on a property’s website by guiding a prospective renter through the online research phase while collecting their lead information as they engage with the website’s interactive tools to learn more about the community. AI for lead generation can then take the nurturing process one step further by utilizing the captured data to automatically communicate with prospects and nurture online leads across multiple channels, such as email and texting.
More Prospect Data Drives More Personalized Approach
An AI-powered lead nurture solution uses a prospect’s own profile data to personalize all digital communication, using their name and remembering them every time they engage with a property, and serving up email and text content that’s customized to their unique preferences and search behavior. A lead nurture campaign can include dozens of different email or text templates and more than 100 different workflow triggers to deliver a truly personalized approach.
AI technology tracks users across platforms to deliver a cohesive consumer experience that makes prospects feel like the property staff already knows them and saves them time as they narrow down where they want to live. They’re never forced to start their search from scratch, and leasing specialists know so much about them before they ever show up for a property tour.
“By using AI, you are making sure the customer is acknowledged immediately, for one,” Schutte says of the benefits of employing an AI-driven lead nurture technology. “In addition, you keep the customer engaged and they’re able to find out more information.”
The goal of the lead nurture content is to drive prospects back to the property website to re-engage with the online tools or book a tour through an online scheduler, which ultimately results in more tours, more return website visitors, and more website engagement to increase online lead to lease conversions.
Target Leads in Different Stages of Renter Journey
The majority of online leads aren’t quite ready to rent, and those leads at the bottom of the prospect funnel who want to sign a lease now can cost the most to target through digital advertising. AI lead generation tools and nurture solutions reduces a multifamily company’s dependency on leasing agents to follow up on every lead when it first comes in.
By collecting detailed lead data on every prospect who interacts on the property website, your leasing staff can easily segment leads and focus energy on the renters ready to rent right now while the AI technology automatically nurtures those prospects who are still months away from moving. It also means leasing specialists can adjust messaging and their approach based on which phase of the renter journey a prospect indicates they’re in.
Build Relationships with Prospects through AI Leads
While it may seem counterintuitive to use technology to build authentic relationships with customers, AI is the piece that makes it possible to enhance a prospect’s experience with your property management team — even before talking to anyone in the leasing office. You’ve given them the information they were seeking online, continued to touch base through technology as they research their options, and your leasing staff knows everything they want in a property when they finally reach out to take a tour or sign a lease.
“It allows us to offer an enhanced experience for the customer and provides us with the data of those interactions to help our teams ensure a better experience,” says Jenny Richard, Director of Marketing at Gene B. Glick Company, one of the largest privately held real estate management and development firms in the U.S. “It aids our teams in moving away from collecting customer information in a ‘checklist’ approach, and instead allows the team members to already have this information and utilize it in a conversational way to make a connection.”
While it’s a common belief in the multifamily industry that property websites don’t directly drive leads, many property management companies have transformed their websites into their No. 1 leasing tool by adding AI technology and marketing automation to the online mix.
“We consider the property website as a primary leasing tool,” says Jenny Richard, Director of Marketing at Gene B. Glick Company, which manages multifamily rental communities in 13 states.
“We know prospective renters are completing their apartment research online and making decisions about where they want to live well in advance of speaking to anyone on the leasing team,” Richard says. “That means we must provide the best online experience and ensure we are offering the most up-to-date information regarding pricing and availability, as well as what’s in and around our community.”
Add AI on Multifamily Website to Capture Online Leads
AI and marketing automation allows your website to guide the prospect automatically through the leasing process, collecting their data as they interact with engaging online tools, quizzes and calculators to help them figure out the best rental community for them. That puts properties that utilize AI light years ahead of their competitors who present cumbersome, boring websites that look more like a static brochure and oddly similar to one another.
Nolan Real Estate implemented AI technology on several of its multifamily property websites because the company considers the website its No. 1 leasing tool. “No question about it,” says Caleb Bartlett, Nolan’s Digital Sales & Media Manager. “We have structured our entire digital strategy for our leads to touch our website as the first point of contact. In short, it is becoming 100% prospect engagement.”
Digital Marketing Cloud Unites Data for Automatic Lead Nurture
Easy to implement on an existing website, AI-driven technology can also be used to power an integrated digital marketing cloud to better leverage the website data and convert more online leads by helping the prospect along and providing leasing offices with in-depth insights into each person’s leasing journey.
Through the cloud, companies can tap into the centralized consumer data to automatically nurture online leads in email and text campaigns, personalized with content and incentives related to their current search.
The content drives the consumer back to the website to schedule a tour or engage with more of the interactive website research tools, such as a quiz to match them with nearby activities they indicate as important, a pre-qualify loan assessment to give them a head start on the leasing process, or a calendar where they can instantly schedule a tour of the property.
Cloud Computing Helps Leasing Consultants Connect with Renters
A marketing cloud gives companies a way to track a prospect throughout the entire renter journey, taking into account all of the various digital and offline touchpoints to deliver detailed consumer information to leasing consultants. That information allows them to make an immediate connection to a prospect when meeting in person for a tour or following up with an email, call or text.
“Finding the connectivity between what they want in a home and the desired lifestyle they are looking for is essential to making a connection and converting to an appointment,” Richard says. “Our website is key in capturing this experience, and providing those experiences in a way that lets our leasing team members receive information about what’s important to each prospective renter, which allows them to build relationships.”
Target Your Ideal Renter Online with AI-Driven Insights
Companies also gain insight into the exact ROI of each digital channel, broken down into cost per lease and per lead. With AI-driven technology on a website, those numbers show a significant improvement over traditional lead generation solutions commonly used in the multifamily industry.
The business data can be analyzed in conjunction with big sets of data stored in the cloud that come from similar stores. Using machine learning, cloud software can use those millions of data points to compute a property’s “ideal prospect” and configure details on the type of person most likely to rent at that property based on the processed data as well as the best ways to target those particular prospects.
Convert Prospects with Convenient Online Experience
Since The Worthing Companies added interactive AI software to a dozen of its property websites, the average time a visitor spends researching on those websites has jumped from 2-3 minutes up to 7-8 minutes. “It’s crazy the traffic that we’re getting off this, and it’s driving people to stay on the website longer,” says Trent Jones, Regional Marketing & Training Director at The Worthing Companies.
Jones says the engaging website leads them through the process, making it such an enjoyable and helpful experience that prospects don’t feel the need to branch out and look elsewhere for a place to live.
“We’re getting tons of leasing off of it,” Jones says. “By the time they talk to a leasing agent, the website has answered all of their questions. When they get here, it’s usually just a tour and then a done deal. Some of them even lease online without coming to tour.”