Your apartments’ websites may have all the basic features you need to convert prospects, but do your websites use technology and integrations to save your leasing agents time? Can your websites market to prospects 24 hours a day?
Here are five premium time-saving website features we recommend, especially if you manage a large portfolio of apartments websites.
A Central Platform to Control Individual Sites From
You may have a portfolio of apartments that each have a separate website. If there’s a change that needs to be made across all of your properties’ websites, someone has to go in one website at a time to make that change. This can take hours.
Imagine if you had a group of websites where you could make one change (for example, update your pet policy) and it would go live across all of the websites in minutes. If you needed to add or drop a website, it would take a few hours instead of days. Our technology has now made such websites available for multifamily companies.
Advanced Marketing Integrations
Websites have come a long ways from just a simple page with text and photos. There are many tools and integrations available that can tie in with your website and market to your customers anytime, day or night. Here are a few examples:
Facebook ad funnels that show website visitors relevant Facebook ads depending on their activity (i.e. if they looked at floor plans, scheduled a tour, etc).
Drip email campaigns that send automated emails to prospects who have scheduled a tour, missed a scheduled tour, or have already toured but not yet applied.
Integration with your property management system so that if a lead signs up for a tour they’re automatically added to your property management system and into your touring calendar. They can then receive a tour reminder the day of the tour.
Floor Plan Videos and Walkthroughs
Floor plan videos and virtual tours give prospects the feeling of actually being in your building. They can see how the space fits together much easier through video than through a drawn out floor plan or even photos.
There are many third parties that can help you make floor plan videos for your website. If your budget is tight, make videos and/or virtual tours of two or three of your most popular floorplans.
Once a prospect is closer to buying, an FAQ section can answer some of their questions right on the website. This is helpful for prospects who aren’t yet comfortable calling your team. Things to include in an FAQ are items like pet policies, the application process, school districts, and other often asked questions.
If you’re stuck on what to put in your FAQ, talk to your leasing agents about commonly asked questions.
Social Integration Widget
Are you active on social media channels like Facebook or Instagram? Consider adding a website widget that pulls in your latest social media posts. This helps potential residents see things like the community activities your property offers, tips for apartment living, and apartment and amenity photos right from your website.
Are You Ready for These Premium Features?
If you’re in the market for new websites for your apartments and want to take advantage of premium features that extend your marketing power and help out your leasing agents – give us a call at 317-934-2242. We’ll help your websites stand out from the competition and increase your leads.
https://residentspark.com/wp-content/uploads/2018/05/Man-with-website-blue.jpg428835Chelsea Flinthttps://residentspark.com/wp-content/uploads/2017/09/rs-logo2-300x81.pngChelsea Flint2018-05-17 15:07:292018-08-20 15:48:055 Premium Features for Apartment Websites to Help Your Leasing Agents
Your website may have the basic apartment website features covered such as prominent contact information, professional photos, mobile friendliness, etc., but how does it do at converting your prospects into residents? Here are 8 advanced website features we recommend adding to your apartment’s website to increase your conversions and have more prospects contacting you for tours and signing a lease.
1. Schedule a tour form
Prospects who schedule and complete a tour are more likely to sign a lease. So make scheduling a tour as easy as possible right from your website. Ask for visitors’ contact information, date of tour, and what floor plan they’re interested in. You may even be able to integrate your form with your property management system or leasing agents’ calendars to have a hands-off automated tour sign-up process.
2. Application button
Make it easy for prospective residents to apply online so they don’t have to come back to your leasing office. The most popular way to have them apply online is through a form. You can get more advanced by integrating the form with your property management system. Or you can go more basic and have the link go to a PDF they can download and fill out to send back in.
3. Robust apartment photo gallery
The photos on your website tell a story: what is it like to live at this apartment? By incorporating a robust photo gallery that includes your model unit, amenities, grounds, and the leasing office you can showcase what it feels like to live in your community.
4. Resident portal
Resident portals make it easy for your residents to pay their rent, request maintenance, and more. Many property management systems offer a resident portal that integrates with your websites and can protect private consumer data and sensitive financial information.
5. Community and neighborhood information
Whether you have millenials, Baby Boomers, or students in your property, your location and neighborhood is just as important as your property’s amenities and floor plans.
Your website should have a page or at least a section that talks about important places close to the apartment community such as schools, colleges, grocery stores, large company headquarters, restaurants and bars, etc.
Testimonials are a powerful source of social proof that shows why your current residents would recommend your apartment to potential residents. Put testimonials in a few key places on your website like your homepage, apply now button, amenities, etc. You can request feedback from current residents in move-in or move-out surveys, and with their permission, use them as testimonials.
7. Social links
Does your property have an active Facebook or Instagram account? Link to it in your website so that prospects can get a sense of what it’s like to live in your community. Prospects can scroll through your posts, photos, and the comments to understand who you are and how your residents feel about living at your property.
8. Links to other nearby properties you own
A prospect may come to your property’s website and it may not quite be the right fit for them. Maybe it’s too far from work, or they want a pool, or it doesn’t have current availability for a 2-bedroom.
If you have other nearby properties, you own you can link to them from the site. This way, you may be able to keep the prospect, even if their first choice didn’t work out for them.
Want to see how your current website(s) measures up?
If you have a basic website and are looking for more advanced website features, give us a call at 317-934-2242 or contact us. We can go over your current website and recommend any changes or integrations to increase your leads and save your leasing agents time.
Your apartment’s website is one of the first impressions that prospective residents have of your property. What impression does it give? Does it have professional photos that highlight your property’s features? Is it easy for prospects to navigate and quickly find the information they need? Or is your website out of date, slow, and outdated?
If your want to get visitors who come to your website to tour your property and eventually sign a lease, here are the basic features your apartment website should include.
1. Contact information and office hours (including map and directions)
It should be easy for prospective residents to contact you to get more information about your property and schedule a tour. Prominently display your phone number and address along with your office hours. Make sure your phone number is clickable, since so many people search for apartments on their phone.
Add a Google map so that leads can easily find where you’re located and directions to your property. To know which prospects found you through your website, use a trackable phone number.
2. Professional exterior and interior photos
A picture is worth a thousand words, and your pictures may be worth thousands of dollars if they lead to increased leases. At a minimum, showcase a few different exterior shots, top amenities, and interior shots of a staged unit. Hiring a professional to take those pictures is an investment that will pay out.
3. Photos of floor plans
A section of your website should show which floor plans you offer and their layouts. Make it easy to search or filter floor plans by style: studio, one-bedroom, etc., if you have over six floor plans. See if you can integrate your floor plans with your property management system to show website visitors your current availability on your website.
4. Amenities offered
Part of what makes your property different than other local properties are your amenities. Highlight both your community amenities such as pool, workout room, lounge, etc., as well as unit amenities. Include photos and descriptions of your amenities.
5. Mobile friendly
Around 50 percent of apartment searches happen on mobile devices. If your website is hard to navigate from a mobile device then you’re missing out on leads. When you make changes to your website preview the changes on different mobile devices. If the formatting looks bad or important sections aren’t displaying properly then talk to your developer(s) about what steps you need to take to make your website more mobile friendly.
7. Analytics Tracking
If you want to get more leads from your website, you’ve got to know how your website is currently performing. The best way to do this is through analytics tracking. Track your major pages as well as any contact or tour forms.
Ready to Get More Advanced?
Feel like you’ve got your basic features covered? Then stay tuned to see if you have our recommended advanced features for websites that want to sign more leases.
https://residentspark.com/wp-content/uploads/2018/03/Apartment-website-mobile-locator.jpg401835Chelsea Flinthttps://residentspark.com/wp-content/uploads/2017/09/rs-logo2-300x81.pngChelsea Flint2018-03-13 12:43:232018-08-20 15:49:257 Basic Features Every Apartment Website Should Have
Content marketing makes sense for a lot of industries. Home services, SMBs, and e-commerce sites are just a few natural fits for the practice. But how much does a multifamily business benefit from content marketing? Is putting time into content marketing for an apartment management company worthwhile?
The short answer is yes. The long answer is, in most cases, content marketing is invaluable to apartment management companies if you do it right.
Organic Search for Apartments is the Most Reliable Traffic Driver Over Time
Paid advertising is a great way to get potential residents to see your properties. And in an industry that can be as unpredictable as apartment management, pay per click advertising should always be a part of your strategy.
But our experience with multifamily firms shows that the number of leads procured through organic search tends to be more reliable than other channels. They also tend to result in prospects that are more likely to convert into residents.
Remember though that an SEO program takes more time to see results from compared to paid advertising. However, the benefit is absolutely worth the time investment on your team’s part.
Content Marketing is Owned Media
You know those places where you often grab the attention of a prospect – like Facebook, Apartments.com, or any paid listing? Those are known in the digital marketing world as paid media. That means that your presence there only lasts as long as you’re willing to shell out for it. You also have little to no control over structural changes, like if Zillow suddenly changed their requirements for every apartment listing.
Content that you create and feature on your site is known as owned media. Meaning that no matter what any tech giant or ILS might decide, you have complete control over how you look, what you say, and how late you get to stay out after curfew. We can’t overstate the benefits of owned media. Visit any apartment listing site you can think of, and look at how each listing looks almost exactly the same. It’s less a competition between apartments and more a game of chance as to who might snag a prospect.
Content Marketing for Apartments is Scalable
Growing a business in any industry is about your ability to scale your work, and that’s especially true in the multifamily industry. If you’re managing several properties across multiple neighborhoods or regions, spending time crafting unique content for each and every property’s sites isn’t feasible. Thankfully, it doesn’t have to be.
There are ways you can scale your content work, especially as it pertains to web copy. Just like services such as Buffer or our own Spark Social can scale social media content and publishing work, there exists software to scale content that differentiates content to create several unique, geographically targeted, and locally engaging web content for each of your property’s sites at a fraction of the time it would take to do so manually.
Resident Spark provides one such software option to scale content. Schedule a demo today to learn more about this service.
Not only is content marketing for multifamily worthwhile, but it’s almost necessary to keep up in an environment dominated by ILS’s, Facebook, and Yelp. Start creating an owned space that gives your team the best chance of landing high quality leads and closing leases.
As Facebook continues to move away from its organic feeds for business, Facebook remarketing ads are becoming more and more relevant for the apartment space.
The tricky part with most Facebook ads for apartments is that it can be hard to figure out exactly how to target prospective residents. Some leasing managers think they can target prospects by using lookalike audiences similar to their residents and including people who Facebook marks as “likely to move.” However, targeting people in these groups can waste your Facebook ad dollars as these aren’t strong indicators that someone is interested in your property at this time.
The strongest indicator that someone is interested in your property is if they visit your site, so you want to be able to advertise to those people who are researching apartments and have visited on your site. How do you do this? Using the Facebook pixel to create remarketing ads for your apartments.
How the Facebook Pixel Works
If you’re not familiar with the Facebook pixel, it’s a tiny bit of code that you put on your website that connects to Facebook. You can then use the code to track visitors on your website, send Facebook ads to visitors who visited certain pages or completed a form, and track conversions from Facebook ads.
You’ll need to set up your Facebook pixel through your Facebook Business Manager Account as an administrator to that account. From there you’ll create the pixel and follow the instructions for pasting the code onto your website. If you want detailed instructions on setting up the code, here’s an in-depth article on setting up the Facebook Pixel from Social Media Examiner.
A key part of creating and using your Facebook pixel to track visitors on your site is to know what the goal is for your campaign(s).
Why Scheduling Tours Should Be Your First Goal
One of our clients found that 50% of their prospects who came to their property and completed a tour went on to sign a lease. The trick for them was to make it easy for prospects to schedule the tour, whether online or offline.
One of the ways you can invite past website visitors to schedule a tour is by sending them remarketing Facebook ads inviting them to schedule a tour. They can then either schedule the tour by using a Facebook lead ad or have the ad linked to a form on your site. The goal is to make it as easy as possible for people interested in your property to schedule a tour.
Type of Remarketing Campaigns to Create
We recommend starting with three different Facebook remarketing campaigns you can use to target visitors to your site and invite them to schedule a tour.
3 Facebook Remarketing Campaigns for Apartments:
Campaign #1: Remarketing to those who visited your site and didn’t schedule a tour
Audience: Those who’ve visited your homepage, floor plans, etc, but didn’t fill out the schedule a tour form.
Creative: Ads with time-sensitive specials, deposit specials, or highlighting your property’s amenities
Campaign #2: Remarketing to those who viewed a floor plan
Audience: Those who’ve visited a category of floor plan such as studio, 1-bedroom, etc, but didn’t fill out the schedule a tour form.
Creative: Carousel ad showcasing other floor plans for your property that are in the same category (studio, 1-bedroom, etc.) that they visited on your website.
Campaign #3: Promoting similar sister properties when someone visits one of the sites
Audience: Those who visited your property within the past two weeks but haven’t scheduled a tour yet.
Creative: If you have sister properties nearby, showcase them in an ad and invite them to schedule a tour at another property.
Fine-tuning Your Ads
Once you’ve set up your ad(s), you can test them to improve their performance. Try different creative to see what version leads to the most tour sign-ups. Since your audience is dynamic and constantly changing, you won’t have to update your Facebook ads as often as with your other campaigns.
Want more Facebook Campaign Ideas?
If you’re looking for more Facebook remarketing ad ideas for your apartment, check out our Multifamily Funnel Guide. This guide shows you 5 Facebook campaign ideas and teaches you how to match your ads to where your prospect is in the buying cycle to get the most performance from your ads.
If you want a downloadable PDF of “100 Social Media Ideas for Apartments” sent straight to your inbox, sign up for our newsletter in the sidebar.
https://residentspark.com/wp-content/uploads/2017/12/thumbnail.jpg329800Chelsea Flinthttps://residentspark.com/wp-content/uploads/2017/09/rs-logo2-300x81.pngChelsea Flint2017-11-27 16:37:172018-08-20 13:17:52100 Social Media Post Ideas for Apartments
Are you swamped and losing out on signing leases because your team doesn’t have the time to follow up with leads? Do you wish you could hire another assistant to help you with converting leads so that you could focus on other marketing and administrative tasks?
The good news is that you can use automated apartment emails and campaigns to act as your own personal assistant and do some of your tasks for you.
Here are five reasons why email campaigns can work just as well as – or better than – a personal assistant.
1. With automated apartment emails, leads don’t get left behind
Do you know what percentage of your leads fall through because no one followed up with them? Maybe someone scheduled a tour on your website but then forgot to come in. Or perhaps they had a tour and then no one reached back out to them after completing the tour.
You can follow up with a prospect, no matter how busy you are, with personalized automated email campaigns. Set up automated emails to remind them of their upcoming tours or ask them how interested they are in the property. Since everything is automated, nothing is left to chance. The lead only has to enter their information onto your site, and your email program does the rest.
2. Emails stick to your messaging and don’t go off script
Every year you train your team on your brand messaging so your prospects have a consistent, positive experience.. Maybe you emphasize which words to use like “luxury” or which amenities to highlight. Yet people are human and forget things. You can’t control all of your team’s conversations with prospects and residents.
One way to be in control of your brand messaging is through automated emails and templates. You control the images, wording, and tone of voice. You can set up triggers so that if someone isn’t happy with a tour, they get a certain email response (as well as a phone call). Or if someone misses a tour they can receive an email highlighting all of your great amenities.
The point is, you’re in control of your messaging. Your emails will send the exact message you want your leads to hear.
3. There’s no limit to how many leads emails can contact or touch points emails can create
When you’re busy, it’s hard for your team to contact everyone at exactly the right time. But there’s no limit to how many automated emails you can send. Let’s say you had 30 leads in one day due to a successful marketing campaign. Your email campaigns could contact each lead within minutes of them signing up for a tour or wanting more information.
Prospects are also more likely to convert if they are receive multiple touchpoints with your apartment through advertising, tours, and communications. With automated emails you can send them multiple follow-ups, without taking any more time out of your day.
4. You control what actions lead to what messages
Emails are wonderfully behaved as well. If you tell an email program to send a certain email 24 hours after a tour, it will obey. You can set up triggers based on someone signing up, taking a tour, or after so many hours or days have passed.
You can also set up custom email triggers for residents. Use automated emails to remind them when their lease is renewing, or ask them to post a review of your property 30 days after move-in. The possibilities are endless.
5. Emails works 24 hours a day without getting sick time or needing vacation time
Email campaigns help you do your work better so you can focus on other tasks. And unlike team members, emails don’t get sick, take time off, or even sleep. That means your emails can go out whenever your leads interact with your website.
Ready to Use Save Time and Use Email as a Personal Assistant?
https://residentspark.com/wp-content/uploads/2017/12/cup-of-coffee-1280537_1920.jpg554833Chelsea Flinthttps://residentspark.com/wp-content/uploads/2017/09/rs-logo2-300x81.pngChelsea Flint2017-11-15 14:45:222017-12-13 02:24:335 Ways Automated Apartment Emails Work As Your Own Personal Assistant
Most apartment manager’s focus on email marketing automation is on ensuring prospects turn into leases and that they maintain a healthy balance of lease renewals. This is a great way to help boost NOI (Net Operating Income) for any property.
But there is another way to boost NOI with the right email automation. That is through the promotion of ancillary services or resident utilities such as phone, internet, cable, security systems, electricity, etc. With rents softening across the country it is more important than ever that we maximize the NOI of our properties, and ancillary service offerings coupled with email automation can help do that.
Ancillary services have been a common way to boost NOI for a while, whether you have contracts in place with the Comcast, Verizon, Time-Warner, AT&T, and other ancillary service providers of the world. However, if you don’t advertise those services to your residents, you’re missing out on potential revenue.
We know many property management companies that already have agreements in place that don’t advertise or tell residents about “preferred” service providers. The resident might find out about it through their welcome packet, but that might not be enough for the new resident to take action.
Part of the problem with those welcome packets is that they are paper. The average millennial today is digitally-native and usually hates paper. And the generation after isn’t much different in their regards for paper. Instead of looking through the welcome packet to find a cable provider’s contact info to set up the installation, they’re probably going to search it online and click a button. And who they choose might not be a provider you have a revenue-sharing agreement with. A better way to deliver all the info needed would be through email. And don’t think that putting the info in a PDF inside the email is sufficient. That’s almost as bad as a paper welcome packet since it requires the same amount of digging through a document.
Remember, that when you move into a new apartment, you often already have a lot of physical paperwork (lease agreements, change of address forms, insurance docs, etc.). And any additional paper would just get lost or ignored.
Sending The Ancillary Services Welcome Email
So how do you write/build this email and how do you email this to customers? There are a handful of steps that you need to take.
Identify who is moving in and when as well as who is going to renew
Identify the services you want to highlight
Write the email as a welcome to help them get set up with their necessary services
Automate the send date to target the resident’s move-in date
Warn prospective residents the email is coming
Track performance and adjust as needed
Identify Who Is Moving In:
If you can’t easily tell who is moving in and when through your property management software, then sending emails about your ancillary services won’t work. So you need to have this data available to be integrated into your email program of choice. Luckily, we can help you set up those integrations.
But, don’t forget about the lease renewals. Many customers switch providers after a year to get new deals or they might be looking to add a service as well. So make sure you have an email with custom text.
Identify The Services:
Do you already have ancillary service contracts with phone, cable, internet, utilities, etc? How do they work? Do they need to sign up through a phone number or website? Do you get money from everyone who chooses that service no matter what? Are there other service providers they can sign up with that you don’t have an agreement with?
Once you know what you can and can’t offer, and if they need a special phone number or landing page or not, you need to identify what are the services someone is going to want ready on move-in day. Limit your email to only those types of services so you have the most relevant info. It will make them hold onto the email longer and make it shorter and more relevant.
If you don’t have ancillary service contracts or there are gaps in your coverage we have partners that close sales for phone, internet, security, cable, satellite, wireless and more at a better rate than most telcos and can give you a bigger payout. Just reach out and we will run your properties to figure which services you can fill the gaps on and what average payouts might look like.
Write The Email:
A few critical things to think about when you are writing that email:
Make sure the subject line lets them know this is important and will save them time in signing up for services.
Keep the email short to the critical utility services.
Make all the services available in the email. They simply want to be able to click a phone number or link to connect with the service provider. Make the shortest path possible to contact the provider.
Let them know of special offers from providers in the email.
If you have multiple contracts or ability to make back money from the same service give them a choice.
Disclose your relationship to the providers in the email
Remember they will refer back to this email if it is relevant as they go one by one set up their services. They’ll love having an easily accessible resource with every essential service listed out that is available at your property because they won’t have to research who is and isn’t available.
Automate The Email:
This is what really makes you money. You make this automated and then your team doesn’t ever have to send it again. To automate this your property management software has to already be connected to your email provider and that email provider must be able to send automated emails based on triggers.
In this case, the main email triggers will be based on the prospect’s move-in date. A good target would be to shoot for 30 days prior to a move-in date, but you can change that based on your residents’ particular needs.
Warn New Move-ins The Email Is Coming:
You have to warn new residents the email is coming. Even let them know to add you to their contacts list so it won’t get sorted into a Promotions Tab or other niche inbox. This lets them know that you have them covered and increases the likelihood they open the email. The more likely they open the email the better your open rates and the better your email deliverability will be, meaning fewer emails going in spam or the promotions tab.
Track Performance and Adjust:
Ensure you track not only open rates but who is clicking your links and calling your numbers if at all possible. This should help you better estimate revenue from the email and know how to adjust it to see if you should be making edits to improve performance. Some ways to improve performance include writing a better headline or reorganizing the email to promote the most profitable services first. Your imagination is the limit here.
So if you are looking to improve NOI, this is just one more way to get more out of those ancillary services. Also, if you combine this email with other important email automation, which is easy to do with the right system, then you have a great way to improve NOI for more than just ancillary services. So give us a call at 317-934-2242 to help you put together the right email automation program.
https://residentspark.com/wp-content/uploads/2017/11/email_blog_post_header_right.png301833residentsparkhttps://residentspark.com/wp-content/uploads/2017/09/rs-logo2-300x81.pngresidentspark2017-11-03 15:14:412020-09-11 00:21:59Automated Email That Increases NOI Of New Residents
With all the talk about traffic, social media, and PPC, it’s hard to know how to prioritize your marketing efforts. One channel that falls through the cracks is email marketing. Email marketing may seem basic and even old-school, but this channel is one of the most powerful ways to convert your leads in less time without wasting ad spend. But that’s not all. Learn the top five reasons why you shouldn’t ignore email marketing.
#1 The inbox is one of the most personal places to reach out to a lead or resident
If you were selling new curtains to someone looking to furnish their home, would you want to sell your curtains at a convention booth with lots of other competitors? Or would prefer to go to your prospect’s home and show them how the curtains would look on their windows? You’d rather show them in their own, quiet home with their undivided attention, wouldn’t you?
Email works in a similar way. You have your prospect’s permission to contact them in their own digital “home” without the distraction of other competitors. They want to hear from you personally and if you give them what they’re looking for, you can you return to their inbox again and again.
That’s a huge advantage compared to other marketing methods.
#2 Every email you send is another touchpoint for your leads
According to SalesForce, creating a viable lead can take 6 to 8 times of being exposed to that company or brand. Each ad your prospect sees, each email you send, increases their exposure and familiarity with your brand and property. Plus, email tends to have a higher engagement rate than either social media or remarketing.
#3 Email lists are owned media
Have you ever invested a lot of time into your Facebook organic posts only to see Facebook change its algorithm and see your pageviews drop?
Third party marketing platforms like Facebook, Google, and ILSs are a staple to your marketing mix. However, they can be risky. You can invest all of this time and money into them only to see their algorithms change and your hard work disappear.
Email lists are different. They’re owned media which you control, unlike social media which isn’t owned media. This makes them a lucrative asset to help you reach your prospects that ILSs or third-party platforms can’t take away from you.
#4 Emails can be delivered right when they’re needed
When is a prospect most likely to open your email and eventually sign a lease? A few weeks after touring your property or within 24 hours of touring your property?
You can send emails when they’re most relevant to your prospects or residents using triggers like tour dates, filed applications, upcoming lease renewals, and more. That way you don’t have to guess. You can make contact at the exact right time to move them along in your sales funnel.
#5 Emails ensure no leads fall through the cracks while saving you time
Teams with the best of intentions still get busy and let calls go unanswered or forget to reply to emails. This means that you’re letting some of your leads fall through the cracks.
By automating your follow-ups for tours, maintenance requests, and referrals, you’re servicing your customer without any extra effort on your part. They feel taken care of. You feel less overwhelmed. Once those redundant tasks are taken care of, you have more time and energy to focus on strategic marketing and making sure you’re targeting the right customers.
Add Automated Emails to Your Marketing Mix
If you haven’t started automating emails yet, now’s the best time to start. Choose one email (such as a tour follow-up) to start with and slowly add in more emails and automations.
If you’re stuck on which email to start with or how to set them up then don’t be alarmed. You can download our free guide “5 Email Automations Every Multifamily Company Should Use” that details everything you need to know to get started with automated email marketing.
https://residentspark.com/wp-content/uploads/2017/10/Tour-followup-for-website.jpg555833Chelsea Flinthttps://residentspark.com/wp-content/uploads/2017/09/rs-logo2-300x81.pngChelsea Flint2017-10-25 15:53:102017-11-02 20:02:595 Reasons You Shouldn’t Ignore Email Marketing for Your Apartment
Rent.com, Trulia, Zillow, Apartments.com – chances are your team deals with one or more of these or other apartment listing sites. And if they’re a big part of your business, you’re all too familiar with the high cost and headache that can come with staying competitive on those listing sites.
But what if you could stop being a slave to the ILS game, saving your company time, money, and making you look better than the competition?
There’s a way to stop playing the ILS game. What your team can do to lessen your reliance on ILS’s is to show up in more places online, and to build a better relationship with prospects.
Show Up In More Places, Get Vetted Leads, Lessen Your Apartment ILS Reliance
ILS companies play a numbers game: they get so much online traffic and so many eyes on their countless apartment listings that they can claim to get you X number of leads per month. The problem here is that these leads aren’t vetted whatsoever (except maybe by geography), and these prospects may be at any point in the decision process. So while you may end up with those X leads the ILS promised you, they’re low quality leads that will usually end up wasting your leasing team’s time chasing them.
When you diversify where your properties appear online, you’ll find that your leads will typically be more qualified, and they’re searching for what you’re offering, rather than just any random apartment.
Below are just a few places that most apartment companies can improve their presence.
When we talk about apartment listing management, we mean more than just ILS listings. Basically any record of your business, featuring your address, phone number, and URL can count as a listing. And ensuring that your properties are both present and that the info is consistent can increase awareness and improve your search engine rankings.
While you can take the time to manage your listings manually, it usually isn’t worth the several hours it will take for every property you manage. Typically, enlisting the help of a service like Yext Powerlistings or Resident Spark’s proprietary listing management software is a smarter way to go.
Social Media Advertising & Remarketing
The ad targeting features in Facebook, coupled with the ability to target people who’ve already visited your site via remarketing, are some of the best ways to land high-quality leads in the apartment space. Your team knows how selling is a multitouch process, and these tools help you facilitate those touchpoints.
Email marketing, particularly drip campaigns for prospects, is one of the best ways to increase awareness and keep your properties at the forefront of your prospects’ minds. Because email is one of the few places you can have some control over when your prospects receive a message, it offers a unique advantage for multifamily companies.
We’ll be honest, no matter how much you invest in SEO for your apartments, you’re probably never going to outrank the big ILS websites when people search for “apartments in my area.” However, a good chunk of people searching on Google don’t want to deal with an ILS, they want to see individual apartment sites. Improving your search engine rankings to land at least on the first page can land you qualified leads, especially those who are looking for an apartment in a very specific area, or one that offers specific amenities like pet-friendly apartments or a fitness center.
Build a Better, More Memorable Relationship With Prospects
Getting your properties’ names out in a number of places is a good start to get qualified leads, but one of the most effective ways to close those leads is to create a personalized customer journey.
Having multiple touchpoints over time is more likely to result in long-term residents and successful sales funnels than sinking huge money into an ILS. In that way creating a better relationship with your prospects ties directly into showing up in more places online.
Creating Multiple Touchpoints for Potential Customers
Two of the most effective ways to build an ongoing relationship with prospects are through email and remarketing. But to take full advantage of these tools, you need to be able to use prospect data from your Property Management Software (PMS) or Customer Relationship Management (CRM) software.
By integrating your PMS or CRM with your email and remarketing efforts, you’re able to stay in contact with prospects when they’re most likely to be receptive to your messages. For example, a fully-fledged email program can automate emails to be sent to anyone who:
Scheduled a tour or just recently completed a tour of your property.
Requested pricing information for an apartment unit.
Expressed interest in your apartment close to a year ago and didn’t move in, but may be looking for a new apartment again this year.
Has filled out an application for your apartment community.
Likewise, a remarketing campaign can use a prospect’s previous interaction with your apartment (internet history, how much time they’ve spent on your site, and more) to target a prospect specifically where they are in the decision process.
What both of these do is create a more personally tailored journey for a potential customer, both making them feel valued as a customer that you’re paying attention to them, as well as “nudging” them in the right direction with appropriate calls to action at different points in time. It creates a much more memorable experience than static ads and ILS listings, and when it comes to big decisions like where to live, the more personal you can be, the better.
How To Start Undoing Your ILS Shackles
Like most problems, the first step in fixing your ILS reliance is realizing you have a problem. The second step? Get help. Resident Spark is helping multifamily and apartment management companies improve every facet of their client communication, and we can help yours as well. Schedule a call with us below to quit the ILS game, and take back control of your strategy.
https://residentspark.com/wp-content/uploads/2017/10/Res-Spark-ILS-Game-2.jpg300800Taylor Dainehttps://residentspark.com/wp-content/uploads/2017/09/rs-logo2-300x81.pngTaylor Daine2017-10-20 04:05:482017-11-02 20:03:21How Apartment Managers Can Stop Playing The ILS Game