How Interactive Multifamily Software Increases Tours and Leases

How Interactive Multifamily Software Increases Tours and Leases

[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]Creating a connected online consumer experience helps property managers capture valuable consumers in the apartment research phase, resulting in more tours and ultimately more renters.

 

As digital marketing becomes more efficient, it’s important for apartment companies and leasing agencies to take a moment and ask what their website can actually do for them in terms of increasing the actual number of tours and leases signed.

 

Today, more than 80% of digital ads are ignored. Instead, visitors to your website are craving marketing experiences like quizzes, calculators, and other tools. Interactivity is now crucial to engage with with prospective residents. Here’s some insight into just what interactive web features are driving that increase in tours and leases for your multifamily property:

 

Go Beyond the Guest Card

 

In the world of multifamily rentals, the work of websites to generate leads has often been static. Prospective residents would be offered a “guest card;” which is essentially your traditional, run-of-the-mill static lead form. It has fields for a customer to enter their contact information and maybe answer some questions about potential move-in date or desired floor plan.

 

Derek Hoover, leasing manager at TWG Management in Indianapolis, says guest cards, or static lead forms, just aren’t effective. “We need to be able to capture more information about our potential leads,” he says.

 

Since implementing interactive experiences (like quizzes and pop-up promotions) onto their websites, Hoover quickly realized just how ineffective those guest cards truly were. “For every 50 leads I now get with more interactive features, I only get one person using our guest card,” Hoover says.

 

Get the Whole Scoop

 

It’s important to note that not all leads are equal. The more your digital marketing experiences can provide information about your product/service offerings, the more prepared they’ll be to ask questions and talk about their needs.

 

“In this day and age, people don’t want to pick up a phone,” Hoover says. “If they don’t need to call us to find out if they prequalify, what our floor plans look like, or to schedule a tour, our job is easier and so is the process for them.”

 

As Beth Roberts of Hunter’s Point Apartments puts it, “PERQ’s experiences give us a much better picture of the client. ” She stresses the benefit of having more information about leads before following up with them. “I don’t have to be vague when I follow up because I know what they’re looking for. Them going through the interactive experience means I know they want a two bedroom and they can move in 90 days,” Roberts says.

 

Go with the Flow

 

Just getting emails, names and phone numbers through the traditional guest card isn’t as effective as understanding the flow of traffic to your website. How are people finding out about your services and where are they coming from?

 

If you’re generating a ton of leads through sharing interactive experiences via Facebook, then perhaps you need to increase your marketing spend on that particular social media platform.

 

For Hoover, the added value in working with PERQ is access to this type of information. “Through working with PERQ, I was finally able to understand how to interpret our website traffic — something I hadn’t thought much about before, but can now include in my marketing strategy,” he says.

 

Web design is constantly evolving, and forward-thinking marketing teams must stay on top of trends in order to reap the benefits. A truly engaging, interactive website puts multifamily properties steps ahead of the competition when it comes to attracting leasing leads.

 

In addition to having an interactive website, a connected experience makes potential renters feel more appreciated, more informed, and more prepared to lease, while collecting data to hone future strategy at the same time.[/vc_column_text][/vc_column][/vc_row]

Why Property Websites Should Act Like Your Best Leasing Agent

Why Property Websites Should Act Like Your Best Leasing Agent

[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” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Is there anything worse than having to find a new apartment? Many renters will stay in places they don’t love just to avoid the massive change that comes with moving. This means that any multifamily property’s website needs to act as a top leasing agent and support a seamless renting experience.[/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” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]In this age of click-happy shopping, your first interaction with a new tenant will almost certainly begin online, while they’re sitting on the couch in the apartment they don’t love, wondering what else is out there. A property website, like a perfect leasing agent, must provide visitors with tempered guidance in making this huge decision.

 

To gain some perspective on the subject, we chatted with PERQ client Katrina Greene, regional property manager with Sheehan Property Management. Here’s a rundown of why your site should act like your best, yet most subtle leasing agent.[/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” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531283018194{padding-bottom: 25px !important;}”]

Property Websites Should Form A First Impression

[/vc_column_text][vc_column_text]It’s unlikely you’ll get walk-ins from off the street who are simply curious about making a huge renting decision, so you should assume most interested parties have already scoped out your digs online. In many ways, the initial visit to the property website will act as a potential resident’s first – and sometimes only – experience with your apartment complex.

 

“It starts with the aesthetic,” Greene says. “There’s an image we need to portray for the customer base and rent structure. You want to walk in the door and see someone that’s really polished. On the website, a person’s not there to do so, so it all has to look really clean.” Much like a realtor or leasing agent, your site should reflect a warm, personal and pleasing aesthetic, one that makes people feel, well, at home and confident.

 

Though an agent may be able to reflect this through a nice suit, or a perfectly placed plate of pastries, a website doesn’t have such advantages. In order to communicate this sense of style, you’ll need to consider the content and design of your page.

 

“We do have flash and pop-ups, but it’s not in their face. Everything we do is geared around the environment and culture, using the same language our agents would,” Greene says.[/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” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531283026217{padding-bottom: 25px !important;}”]

Apartment Websites Must Give Essential Information

[/vc_column_text][vc_column_text]There are some essential bits of information you’ll need to include on your property site. If a potential tenant is unable to locate basic information, or has to undergo a frustrating process to retrieve it, they’ll head to another site.

 

Photography and floor plans, it seems, still reign in the property website kingdom. That being said, Greene stresses that these pieces of information act best as a lure for something more concrete.[/vc_column_text][vc_empty_space height=”20px”][vc_column_text]

“The Schedule a Tour button is huge for us. It’s just a button, but it’s so easy and brings the experience to them.”

[/vc_column_text][vc_empty_space height=”20px”][vc_column_text css=”.vc_custom_1531283165438{padding-top: 25px !important;}”]“It’s clear that photos are what they’re looking for –  that’s how they peek inside,” Greene says. “The demographic has actually been more people coming from outside of our city, and leasing without the ability to see the apartment. It’s almost always the photos and floor plans, but every site has that. The conversion comes from having them set an appointment online with us. From the analytical point, the Schedule a Tour button is huge for us. It’s just a button, but it’s so easy and brings the experience to them.”[/vc_column_text][vc_column_text css=”.vc_custom_1522238889925{padding-top: 25px !important;}”]It’s all about starting that conversation online without a potential renter ever having to talk to a leasing agent. Answering their questions through interactive experiences, like getting them to determine what floor plan is best for them, helps them narrow their selection. Renters are likely to remember helpful websites that have already anticipated what they need to know and aren’t overwhelming them with information.[/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” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531283083522{padding-bottom: 25px !important;}”]

Property Websites Can Pique Interest

[/vc_column_text][vc_column_text]In fact, there’s also a good chance they’ve visited several property sites, so the key is to find some way to stand out from the pack. There’s always traditional routes of promoting your content with dollars, but even these paid ads can easily be lost in the white noise. Though they have a heavy presence on social media, Greene says Sheehan Property Management has benefited most from having a distinct website for each property they manage.  

 

“It’s the first place where each multifamily property asserts an identity of its own,” Greene says. “That’s where a prospect starts to get the feel for the building’s culture for the first time, because it’s our own. Unlike social media, the format is our own, too.”

 

Your site has a huge amount of potential, and can be utilized in many different ways. The most important one is to engage with the customer and keep them clicking.

 

“Sure, we’re on Snapchat and Instagram, but if [a prospective resident] has been on the site they’re identifying very specific things and moving their own way down the funnel,” Greene says. “That journey keeps them engaged, so they’re on the site longer.”

 

For example, it’s easy to help prospective renters determine if they pre-qualify to live in your apartment complex through a call to action (CTA) button or banner on your website that asks: Do you Pre-Qualify? Once visitors click the button, they’ll receive a series of questions through an interactive experience and their results or a note that says an agent will be contacting them soon.

 

Though your multifamily property website may seem like a simple necessity you want to set and forget, it makes the first impression on potential renters and can help you capture leads and increase your occupancy numbers. By thinking critically about the site’s aesthetic, interactive features and design, you could easily unlock the power of the page, as well as transform your site into your company’s best leasing agent.[/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]

Additional Multifamily Resources

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