PERQ EVP of Marketing, Muhammad Yasin, played host to another insightful lunch and learn which explored the challenges multifamily properties faced while trying to market to shifting consumer behavior during the pandemic. Guests Liv Gabrielsen, Director of Marketing for Bainbridge, and Scott Papenfus, Director of Strategic Partnerships for LCP360, chatted about the creative ways they’ve adapted efforts and the true impact of the pandemic with an in-depth conversation on:
- Shifting marketing efforts
- The increased use of virtual tours
- Role of community, conversation and communication
- Standing out in an email and on social media
- Tertiary metrics
- Tool integration
Virtual Chat: Marketing in a Pandemic from PERQ on Vimeo.
When asked about big shifts in general as a result of the pandemic, Liv began by acknowledging what most businesses experienced, consumers embracing the digital experience.
“For multifamily, what it did is forced our industry to embrace all things digital as we saw stay-at-home orders. The COVID pandemic made us shift what we’re doing to ensure we can meet consumer demands in a 100% digital environment.”
She added that the industry knew they would need to embrace consumers’ digital demands eventually. The pandemic just accelerated the process.
“We’ve known this for years; it’s been moving in this direction,” Liv says. “For me, it was still a little bit of a shock of sorts — how fast we had to lean into some of the things or behaviors we were already thinking about, then suddenly over the course of a couple of weeks went from ‘Yeah, we’re going that way’ to ‘Now this is it.’”
Scott shared that, from a technology company’s perspective, they saw a huge increase in the number of virtual tours.
“You can literally look at a graph and just see this huge spike in virtual tours when the pandemic hit,” he says. “One of the key things we’re seeing is more and more people on-site are using our guided virtual tour or mirrored virtual tour.”
He explains consumers are not touring alone, instead doing so virtually with a leasing agent on-site who shares their knowledge and expertise about the property while customizing the tour for the prospect.
“I’ve really seen an uptick in interest is people wanting to perform kind of a hybrid — it’s a virtual tour, but it’s actually led by somebody on-site,” says Scott.
“For multifamily, we want that face-to-face interaction because our communities are more than just four walls,” Liv says. “It’s the community, the environment and the lifestyle. So, how do we communicate that in a digital way when we are removing these on-site visits? That was the challenge — we knew we had to provide a full picture of what it’s like to live in a Bainbridge community.”
Watch the full video to learn more about what Liv and Scott implemented to better serve and market to their customers during the pandemic.
A Guide to Marketing with TikTok
How TikTok can Attract Residents
Google My Business
LCP360- Why Panoskin
LCP360- Guided Virtual Tours with Panoskin
LCP3060- Coronavirus Response Survey
Apartment Marketing Blogs- Getting Started
A Guide to Effective Digital Leasing
7 Feelings your Apartment Website Should Create
Connect With Us
In this final episode of season two of The Bridge, we will take a trip down memory lane and pull the most important takeaways of each episode to help you take the next steps in your selling journey.
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This season has been nothing short of unexpected twists and turns as we figured out how to weather the pandemic. What started off as in-person recordings, quickly pivoted to Skype calls for the majority of our guests. What a blessing in disguise that was as we were able to meet and connect with so many amazing people. Thank you for sticking with us!
It was our goal this season to focus on sales and connect you with individuals who could provide insight on how to connect with shoppers online and transition the conversation and ultimately the sale, at an onsite physical location. We learned how to enhance the buying experience and with all of the world changes, pivot to a more virtual consultation and tour setting.
We hope you enjoyed listening to season two and we can’t wait to bring you more laughs, conversations, and insight in season 3. Happy podcasting!
Listen to the full recap episode here.
Listen to an Episode
Using Virtual Tours in Your Multifamily Community
Learning to Leverage Digital Sales Leads
Transforming your Team with Digital Sales Training
Personalizing the Customer Experience with a Sense of Urgency
The New Reality of Virtual Apartment Tours
Bridging the Gap Between Online Acquisition and Onsite Conversion
Success Goes Beyond Data
Learning Sales Enablement Without a Playbook
Connect with the Guests
Episode 1: Matt Weirich, Jordan Easley, Realync
Episode 2: David Kain, Kain Automotive
Episode 3: Bryan Scott, Big Sandy Superstore
Episode 4: Desiree White, Colin Cloud, NE Property Management
Episode 5: Jenna Miller: Bozzuto, Margaret Henney: Covideo, Matt Weirich: Realync
Episode 6: Robert Lee, Hy.ly
Episode 7: Ellisa Fink
Episode 8: Irina Soriano, Seismic
[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]The way multifamily communities connect with residents and prospective renters has changed within just a few short weeks. Virtual property tours have become a new way to lease.
In this special bonus episode of The Bridge Podcast, Muhammad Yasin hosts a panel discussion with video experts and multifamily industry leaders to discuss how the industry has adapted to virtual leasing since lockdown.
Jenna Miller, Senior Director of Marketing at Bozzuto; Margaret Henney, Director of Marketing with Covideo; and Matt Weirich, CEO and co-founder of Realync chat about video best practices and what property management teams can do to pivot to virtual property tours to get more leases.
[fusebox_track_player url=”https://hwcdn.libsyn.com/p/a/2/4/a244262f1ad1f545/VirtualToursPodcast.mp3?c_id=72336119&cs_id=72336119&destination_id=1262834&expiration=1589380066&hwt=076319b3ba7b23bfa98dd7e41ea22912″ title=”Virtual Property Tours are the New Way to Lease” ]
The panel all agreed that with social distancing, leasing teams are learning to be more creative, throwing out fears and connecting with rental prospects on a personal level. Miller noted that leaning into virtual leasing, such as pre-recorded or live video tours, has helped their properties see the same number of leases they were getting before COVID-19.
Listen in as property management professionals and video experts share authentic ways to connect with prospects on this episode of The Bridge.
The Bridge Season 2 is available wherever you get your podcasts including, Apple Podcast, Google Podcast and Spotify. You can see all of the episodes, on your podcast app of choice, by visiting this link.
Connect with the Virtual Property Tours Panel
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Additional Multifamily Resources