Hot off the heels of NMHC this week and CES (the Consumer Electronics Show) last week, it seems the right time to sift through the latest news. There’s an avalanche of new information to digest. If you want to see it all, I recommend these roundups from either TechCrunch or The Verge. However, I’ll help cut through the noise below.

Here at 30 Lines, I work with apartment marketers every day to help them reach more renters. On top of that, I’m a renter myself. I love following the tech industry and seeing all the new gadgets and ideas made possible through technology. Indulge me as I dive down the rabbit hole and highlight the major themes I saw from CES this year.

“Alexa, Do All the Things”

The first major takeaway is the explosion of voice assistants. Both Amazon’s Alexa and Google Assistant will see support from all types of products. As The Verge noted, “While Alexa may be integrated in more things (roughly 4,000 products to Google’s 1,500 compatible devices), more people paid attention to Google Assistant this year than ever.” Speakers, headphones, TVs, and even refrigerators will see partnerships with voice assistants this year.

Photo: The Verge

A New Reality

Second — AR, VR, and AI. Although Apple has thrown down the gauntlet on augmented reality, other manufacturers are picking up steam on Virtual Reality. Oculus’s Rift platform has seen heavy discounts recently in an attempt to pick up adoption. Meanwhile, HTC has shown off beefy upgrades to their Vive system and their new Vive Pro. It brings all the requisites: faster performance, better resolution, better audio, and so forth. But the killer feature – wireless. Cutting the cord will easily make VR more accessible as the platform wars continue ramping up.

Photo: HTC – Vive Pro

Smart Homes Getting Smarter

Third (and nearest to my heart) — smart home technology. I’ll spend a little more time on smart home as there’s so much activity in this area right now.

Security and smart home home technology are two of the most requested topics in multifamily. Although not a new product, smart locks seem ripe for advancements and even some good old-fashioned disruption. To that end, lockmaker August announced last week the launch of an in-home delivery service. The company’s smart locks will leverage their Access platform and a partnership with a logistics company, Deliv.

Of course, this puts August in competition with retail giant Amazon and their Amazon Key service. Although Key seems to have a leg up right now due to reliance on their Cloud Cam (August has no camera offering), and of course the world’s largest marketplace, Access could provide an alternative to local-based or harder-to-find products.

I should note, though, Amazon Key also only supports deadbolt locks in single-family homes at the moment. Plus, I’d bet money that August is working on a home camera solution right now. (Competitor Latch already offers the built-in camera.) Watch this space — it’s only going to get more interesting.

Photo: August

The HVAC industry was among the first out of the gate for smart home products, but stayed somewhat quiet this year. Google’s Nest thermostat probably owns the crown for mindshare when residents think of a smart thermostat. And while other companies both new (Ecobee) and old (Honeywell) have introduced competitors in the past, we didn’t see too much action this year.

Johnson Controls (who debuted the first thermostat in 1883) introduced a new high-end smart thermostat that takes advantage of Microsoft’s Cortana assistant. Mainstays Carrier showed off a new WiFi air conditioner with smartphone control. Also, while Ecobee has made a name for itself measuring temperature differences across various rooms in your house, Carrier takes a step toward tackling the actual problem. This new unit has various smart sensors to detect changes in temperature, humidity, and even room occupancy to make climate decisions accordingly.

Photo: Carrier

What Else?

And the wildcard — appliances. Although at first glance an internet-connected refrigerator might seem silly. But once you add a layer of smarts on top of your appliances, the value starts to become clear. GE’s lovingly named GTW750CSLWS brings a laundry load of WiFi smarts.

Alexa integrations already let you know the status of your laundry. Imagine residents asking Alexa if there are any open machines in the laundry room. Or, take it even further — “Alexa, when does my pool open?,” or “Alexa, file a work order for my kitchen faucet,” or even “Alexa, reserve my resident lounge for this Saturday.” With simple-to-create Alexa skills, it’s easy to keep adding value to the resident experience.

Photo: CNET

Tying It Back to Apartments

So all this technology is great, but how does it relate to multifamily? Manufacturers are already heavily promoting this stuff to your residents, usually in the context of a 2,500 square-foot house – not to mention the attached garage. Even if they don’t own these amenities, your renters are interested in smart home tech – whether in their own apartment or elsewhere in their living space. That’s your opportunity to shine.

In 2018, it’s time to think about your property as a platform. It’s not 200 individual smart homes. What does a smart apartment community look like? What are your residents asking for? What are your residents installing?

It’s time to think like LG, Hisense, and Sony, building both Alexa and Google Assistant into their TVs. By embracing and understanding what their customers are already using and looking for, they’re finding new ways to add value to the customer experience. The idea of buying a TV hasn’t drastically changed for over a decade. For these companies, however, they’re now turning over parts of the experience to their customers, which adds tangible value. Don’t get scared off by a larger up-front cost; the investment pays dividends for years to come.

What are renters willing to pay more for? No surprises here, data overwhelming supports smart technology with pre-installed Wi-Fi; $32.92 is the ave expected rent premium. Source: NMHC /Kingsley associates resident preference survey. #nmhcstrategies

— Key Business (@Key_B2B) January 16, 2018

I won’t get into specific math here (you know your building’s finances better than I do), but think about that: embracing smart technology allows you to charge $33 more a month per door. Not to mention the added benefit of increased value to your residents, which we know will lead to easier renewals.

How do you see voice, VR, and smart home advancements impacting your apartment community in the next year?

The post Innovation Hall: Key Takeaways from CES 2018 appeared first on #AptChat.

In fact, it fueled me and I went on to be promoted several more times over the years and eventually held that Marketing Director role that I initially wanted, for nearly 15 years. I’ve gotten to speak onstage at industry conference and have been invited to present for other fun organizations, both inside and outside of the real estate industry (including professional sports teams— so much fun, by the way!).

Now, I’m consistently mapping out my role in my newest dream job here at 30 Lines as the Vice President of Marketing and Training. And on the side, I’m also running for a seat on City Council. Because I want to make a difference inside and outside our industry. Pretty cool, huh?

But I am often asked by my professional network of peers, as well as friends and family, “How did you get here? What did you do? How did you propel yourself to that next level? Who taught you these things?”

I’ve thought about this quite a bit over the years, and of course there’s the usual: having a good attitude, being a team player, mastering specific skillsets, working beyond the expectations— the list goes on and on.

But I’ve also come to realize there are a several other key initiatives I employed very early on in my career that helped me to really differentiate myself from the rest of the pack. I want to share them with all of you, who are working and hustling so hard, chasing that next promotion or bigger and better role that you so desire.

4 things that helped me shine…

1. Networking

Everyone you meet and connect with can potentially lead you to the next big thing. I have tried over the years to treat everyone I meet like they matter. If you really want to step up your networking game, take an interest in others. This means your prospects and residents, your co-workers, other departments within your own company, your neighbors, people you meet at social events (like the chamber, apartment association, industry conferences), friends of friends— the list goes on and on.

Meet as many people as you can, take an interest in them, pick their brain, ask them questions, get to know them (and their industry or business) and then stay in touch with them! The number one rule is it’s not about you; it’s about them.

Yes, your overall goal is to build your network— to have a posse of people who could help you at any given time, no matter the need. But guess what? Those people aren’t going to help you unless you help them first.

Learn about their business, what they’re trying to build and how you can help. Be a good resource, and these folks will be more than willing to return the favor when it’s your turn to ask for help.

Which brings me to…

2. Identify The Game Changers And Follow The Leader(s)

The more you network, the more you’ll be able to identify who the game changers and movers and shakers are, both inside and outside of your company and industry. The best thing you can do is watch and learn from those who are already seeing success.

Early in my career, I worked with a leasing manager in another region who consistently had the highest closing ratios in the company. Her secret shopper scores were always perfect and she always seemed to be winning all of the awards. So guess what I did?

I called her and said “How do you do that?” (And she told me!) Most successful people want to see others succeed, too. Don’t be afraid to ask them for help or to mentor you. It’s actually one of the most flattering things you can do for someone else and it’ll help you grow, too.

I didn’t just try to learn how these successful people were selling, though. I observed their body language. How they dressed. How they spoke to others. How they tackled problems or disagreements. How they presented information to customers. How they handled themselves when things went wrong.

I knew they had to be doing something right, so I worked hard to study them and used what I learned to become more self-aware, so that I, too, could see that same level of success. Be your own person. Create your own personal brand and craft your own style, but when you see a successful leader who exhibits qualities you admire, follow them! Most likely they will lead you down the path to leadership, too.

And sometimes you’ve got to follow the leaders until you become a leader yourself. There are many different phases and stages of leadership, and you’ll need to find a leader at each level to help pull you up.

In addition, I worked to align myself with experts outside of my company. It seemed there was always new technology or a new product hitting the marketplace and, at times, it was hard to decipher what was what and how to make sense of it all.

Once I was able to identify who the game changers and experts were, I started following them. I didn’t literally follow them around (okay, maybe if we were at a conference together I would follow them from room to room to listen to them speak and to get their latest insights), but I signed up for their blog posts, their videos. I read the updates they posted on LinkedIn and Facebook. I combed through the data they always seemed to be sharing. And I engaged with them whenever I could.

I built a relationship with these folks (who are scattered all over the country, by the way) and to this day I still call on them to help me when I get stuck. They always have a fresh perspective for me and offer up solutions I haven’t yet thought of.

I actually attended a conference (circa 2008 or 2009), where Lisa Trosien talked about this thing called Facebook and how it’s going to be a great platform for apartment communities to utilize. Nobody in my company was talking about this. It wasn’t even on their radar.

I came home that weekend and created a personal Facebook account, and added my properties to the platform shortly thereafter. (And almost all of us are utilizing this platform now in big ways.)  

There are so many people out there who are embracing technology and who have such great vision for what can be in this industry (and beyond). Find them and talk to them. I’ve found that, most of the time, they’ve already combed through the really tough stuff and learned the ins and outs of new technology, and will happily pass their findings on to you (in a much less complex way).

So get outside of your usual leasing and marketing circle (no matter how busy you are) and start paying attention to those game changers.

(Big shout out to my original #AptChat family, who I wouldn’t have met otherwise: Mike Whaling, Lisa Trosien, Mike Brewer, Heather Blume, Brent Williams, Kim Grisvard, Stephanie Oehler)

3. Ask The Right Questions

I cannot stress enough how important this is. Even if you’re completely lost on a product, strategy or the like, ask the right questions. Dig in. If you aren’t sure what questions to ask, follow rule #1. (Rely on your network to help you craft those, because I guarantee you someone out there knows more than you do and will know how to help.)

For example, if you need a new website for your community and you’re interviewing potential web developers and putting out a request for bids, you’ll want to ask each developer how they’ll showcase pricing and availability on your website.

“Will you link out to a third party website to show the prospect real-time pricing and availability?”

If the answer from the web developer is yes, they will link out to a third party (or use something called an iframe), then you will not have full tracking and analytics capabilities.

You would have lost being able to track your customer and their behavior on your website from start to finish, and now can only track it from the start (when they enter your website) until they click on pricing or availability— nothing after that. It just stops.

Can you imagine if you only tracked telephone calls, but not tours and rentals? What if you could see the activity of every prospect who called, but nothing after that (like the tour or the rental or the move-in or the renewal)?

See why I want you to ask a lot of questions? And the right questions? Smart questions?

Even if your company isn’t educating you on these things, you’ve got a responsibility to educate yourself. Seek out the information you need. Knowledge really is power. Until you fully understand how all of the pieces of your marketing work, you won’t be the best marketer you can be. Or the best leasing consultant you can be.

Don’t settle. Don’t stop investigating because “that’s the way we’ve always done it.” If you don’t understand, keep asking questions and keep pushing until you do. It will make you stand out and shine in the end. Promise!

4. Get Outside Of Multifamily

Find and follow marketing, sales, operations and technology resources that are outside of the multifamily industry.

Our industry has some amazing innovators. But that doesn’t mean we can’t consistently be inspired by other innovative industries. If you want to become a game changer yourself, you’ve got to start getting yourself exposed to other ways of doing things.

I dedicate time every day for research of products or services I’m not familiar with, and for blogs, articles, videos and other resources that get me thinking about new ways to do business. The idea here is to start spending some of your time being a visionary, even if it’s just a quick 10 to 15 minutes a day where you focus on ideas that could get you (and your business) to the next level.

Here are few ways you can get started:

• Listen to sales/marketing/training podcasts on your way to work or while you’re working out. Many of these are only 5 to 10 minutes long, and will seriously pump you up for your workday!
• Subscribe to Think With Google. You’ll receive tips, tricks, case studies and stats that can be directly applied to our industry.
• Make a list of vendors and service providers you work with, and go subscribe to their blog and email lists. They often send updates, and many of them include ideas about how to use their products or services better. They’re like free tutorials and, I guarantee you, you’ll learn something you didn’t already know.  
• Follow some marketing resources that are not multifamily-specific. A few that I like: MarketingProfs, Marketing Land, and Word of Mouth Marketing Association. Go and like their Facebook pages, follow them on Twitter and Instagram, and sign up for their blog and email updates.

Sometimes starting is the hardest part. You don’t have to conquer all of these things right away. Pick just one idea I’ve listed here and roll with it. Commit to it. Stick with it. It will for sure help you stand out.

I’d love to hear from you! What will you implement and work on first? And if you try something and it works, please come back and share your success here. I’ll have those big marketing high fives waiting for you.

The post 4 Consistent Habits That Led Me To My Multifamily Dream Job appeared first on #AptChat.

What they see and hear can not only improve your resident communication and customer experience, it can also give you loads of great content ideas. For tips about engaging your on-site teams, check out our latest #AptChat; these are the highlights. (Click on the links to jump straight to a specific question.)

• Q1: Maintenance teams are often the most visible staff on-site. What are some ways to keep them aware of current marketing/events?
• Q3: What are some ways to incorporate your marketing into regular maintenance workflows and resident communication?

Maintenance teams are often the most visible staff on-site. What are some ways to keep them aware of current marketing/events?

Communication is key! Holding daily team meetings & making sure all on-site staff are aware & in tune w/ marketing campaign/event. #AptChat

— Lawson Realty (@LawsonRealtyCo) September 26, 2017

Awesome method of building that culture & to create an enjoyable environment for the staff to work in! Loving work = better product 👍

— Lawson Realty (@LawsonRealtyCo) September 26, 2017

The Daily Huddles have been great for us. We recently had a company event at the horse races to celebrate! pic.twitter.com/QO8WQtKfp3

— millsapartments (@millsapartments) September 26, 2017

Maintenance needs to be invited to sit at the table w/marketing & ops. Weekly meetings, strategy sessions. They’re the eyes & ears. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

So many benefits here, including employee retention – people are more likely to stick around if there is a great team atmosphere! #aptchat

— Jordan Easley (@Uncle_Doodah) September 26, 2017

I always include maintenance in sales contests & incentives. If they don’t keep the prop looking great, my teams can’t sell #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

They need to be trained & educated in regards to basic marketing strategies/content creation & aware of company’s marketing goal. #AptChat

— Lawson Realty (@LawsonRealtyCo) September 26, 2017

A2: What questions are people asking (whether residents, prospects, vendors)? Answer those questions by turning it into content. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

Good leasing folks put notes on guest cards or into the lead mgmt system. Look there for content opps. If not start documenting it. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

And show them how THEIR job could be easier if residents had that content, so they are motivated to look for those opportunities #aptchat

— Jordan Easley (@Uncle_Doodah) September 26, 2017

Some of our clients work w/ maint. to record how-to videos for residents – e.g. how to clean appliances, dispose of trash, etc #aptchat

— Jordan Easley (@Uncle_Doodah) September 26, 2017

Love it! We’ve seen fun videos for student housing, too – What not to put in the garbage disposal, How to do laundry, etc. #AptChat

— Apartment Chat (@AptChat) September 26, 2017

Can never be too careful with students. Those how to videos are invaluable to many residents! https://t.co/lXTI1ywbh6

— Realync (@RealyncApp) September 26, 2017

Love this! “how to” videos can really reduce maintenance/work orders, too. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

Speaking of the maintenance teams: Look at work orders & service requests to see common themes/issues – develop content around that.#aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

What are some ways to incorporate your marketing into regular maintenance workflows and resident communication?

Easy one to automate: Send an email after every completed asking for a review. Give a direct link to Google/AptRatings. #AptChat

— 30 Lines (@30lines) September 26, 2017

Don’t hide the maint team.Bring them 2 the forefront. They prob interact w/residents more than mktg/ops. Introduce prospects to them#aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

And use the maint. team to deliver your mktg message – they can easily leave goodies/msgs in apts upon work order completion. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

Yes – sometimes it’s a simple as leaving branded property swag (mugs, tumblers) or even just candy w/a note. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

One left candy bars wrapped to look like $100 bills w/a note about increased resident referral fees. Got the word out, for sure. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

Would be AWESOME if the maint team got a budget and could personalize what they leave in the apt based on resident’s likes/interests#aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

Having a friendly maint squad as well. Making sure they’re always saying Hi & speaking to residents about ongoing campaigns/events. #AptChat

— Lawson Realty (@LawsonRealtyCo) September 26, 2017

Yes! Residents have to trust that service team. I mean, they let them into their homes unattended. That’s huge. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 26, 2017

.@mbrewer loves looking for opportunities to “do one more thing” – “Hey, I fixed the sink *and* washed your dishes for you.” #AptChat

— Mike Whaling (@mwhaling) September 26, 2017

Use video to introduce your maint team to new residents! Send them how-to videos to make the first few weeks smoother #aptchat

— Jordan Easley (@Uncle_Doodah) September 26, 2017

Per @Marketing_Mommy‘s comment, this can help make them feel more comfortable letting maint into their apartments unattended #aptchat

— Jordan Easley (@Uncle_Doodah) September 26, 2017

Some pretty big changes are coming to #AptChat! To get the inside scoop, be sure to join our Facebook group.

Our next #AptChat is slated for Tuesday, October 3, 2017 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get recaps and more delivered straight to your inbox!

The post Keeping On-Site Teams Engaged In Your Marketing appeared first on #AptChat.

If demographics are any indication, their numbers only stand to increase. Between 1980 and 2012, the number of university-enrolled students jumped from 12.1 million to 21.5 million, according to the National Center for Educational Statistics, which expects that number to reach 23 million by 2020.

That’s a lot of potential renters. So how do students choose off-campus housing, what are they looking for, and what’s new and next in terms of improving customer experience and online reputation?

We covered these topics and more during our latest #AptChat; these are the highlights. (Click on the links to jump straight to a specific question.)

• Q1: Choices, Choices, Choices: In your view, how do most students select where to live? What does that process usually look like?
• Q2: What amenities matter most for students? Are students really choosing apartments based on internet access/speeds?
• Q3: What are some of the coolest/smartest things you’re seeing in terms of customer experience and trying to improve online rep?

Choices, Choices, Choices: In your view, how do most students select where to live? What does that process usually look like?

After required dorm living is over, 1. Friends 2. Parents #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

It’s amazing how much word-of-mouth matters around campus. Reputation is everything. #AptChat

— Mike Whaling (@mwhaling) September 19, 2017

Yes and yes. Especially if they control the budget. #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

Which is why it would be helpful to have FAQs on website slyly geared to parental type concerns (partying, security, utilities). #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

Yep! We’ve even had clients who have sent out separate email newsletters specifically for the parents. #AptChat

— 30 Lines (@30lines) September 19, 2017

Smart. Knowing who is making the buying decision is pretty high up in effective selling rules. #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

Do you think they also consider location to campus or location to area of campus their classes are in? Does this matter?#aptchat

— Kristi Fickert (@Marketing_Mommy) September 19, 2017

Yep. Where are friends willing to go/live? Plus weigh in parking/transportation costs vs. rent savings if further off campus. #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

For larger campuses that are sprawled out, location definitely matters. For smaller campuses, not so much #aptchat

— Jordan Easley (@Uncle_Doodah) September 19, 2017

What amenities matter most for students? Are students really choosing apartments based on internet access/speeds?

Top notch common areas and great resident events make a HUGE difference. Creates a very desirable brand. #aptchat

— Jordan Easley (@Uncle_Doodah) September 19, 2017

I would say things like big TV with lots of seating for gameday events, fitness center, pool, etc are must-haves #aptchat

— Jordan Easley (@Uncle_Doodah) September 19, 2017

Yes! Can’t discount the social atmosphere and events – those really “are” amenities. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 19, 2017

It’s always great to also have at least a few unique amenities like a bike share, lazy river, tanning bed, etc #aptchat

— Jordan Easley (@Uncle_Doodah) September 19, 2017

Do properties still have tanning beds? Lol (we had one at the property I managed in late 90s!) #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

Haha yes! I just recently saw a Greystar property that had one! #aptchat

— Jordan Easley (@Uncle_Doodah) September 19, 2017

Study, lunch, coffee areas. I don’t know about climbing walls, etc. Can you get higher rents for it & is it affordable to maintain? #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

I think they are. Curious to hear industry reputation/reviews numbers on this. Slow speeds could keep them from renting. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 19, 2017

Definitely have seen it in negative reviews. Tough spot for the property, it’s often an agreement where the ISP isn’t delivering. #AptChat

— Mike Whaling (@mwhaling) September 19, 2017

I keep hearing it – esp. w/ prevalence of streaming tv. However, I haven’t seen any search related data or surveys on it. Have you? #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

And we’ve never seen any SEO data showing people looking for “student apartments with high speed Internet” … zero search volume. #AptChat

— Mike Whaling (@mwhaling) September 19, 2017

That’s more indicative of the real importance IMHO. What are they searching for? Washer/dryer? #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

I don’t think they are searching for it, but when they read negative reviews/complaints abt it, they move on to the next option. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 19, 2017

What are some of the coolest/smartest things you’re seeing in terms of customer experience and trying to improve online rep?

Smart- simply replying to every review- good & bad. Also own recurring issues- publicly explain how it’s been solved or mitigated. #aptchat

— Stephanie Oehler (@stephanieoehler) September 19, 2017

To have a look at this year’s conference agenda, click HERE. And if you’re planning to attend, jump into the #AptChat Facebook group and give us a heads up!

Our next #AptChat is slated for Tuesday, September 26, 2017 at 12 pm Eastern, and we’ll be talking about getting the most out of your maintenance crews and service requests. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!

The post Preview: 2017 NMHC Student Housing Conference & Exposition appeared first on #AptChat.

What’s the “right” time to do that? How can technology help you share more targeted messages? We discussed those details and more during this week’s #AptChat; these are the highlights. (Click on the links to jump straight to a specific question.)

• When do you start to tailor your marketing? Are you customizing your marketing for specific target audiences?
• What are some ways to use technology to help personalize your marketing to share more targeted messages with prospects?

When do you start to tailor your marketing? Are you customizing your marketing for specific target audiences?

One tip- Find a niche to 🎯. Ex. “We take big dogs”. Then make sure comps, locators, shelters, groomers, etc. are well aware. #aptchat

— Stephanie Oehler (@stephanieoehler) September 12, 2017

Then once you find it, run with it. Here’s how @MillsApartments promotes their pet-friendly properties – https://t.co/XBjC78pYTu #AptChat

— 30 Lines (@30lines) September 12, 2017

Love this! The kitty high-fiving makes my heart happy! MC Companies have similar policy & promotion. https://t.co/30eEYKdT9b #aptchat

— Stephanie Oehler (@stephanieoehler) September 12, 2017

New topic idea- how we can do better like Mills. The # of animals abandoned or re-homed due to industry pet policy is staggering. #aptchat

— Stephanie Oehler (@stephanieoehler) September 12, 2017

This was a topic at the @NAAhq Education Conference. Lots of room for industry education here. #AptChat

— Apartment Chat (@AptChat) September 12, 2017

“We like big mutts.” 🙂 #AptChat

— Mike Whaling (@mwhaling) September 12, 2017

Please tell me someone used that. It would make my day!!! #aptchat

— Stephanie Oehler (@stephanieoehler) September 12, 2017

I’m sure someone has used it before!

— Mike Whaling (@mwhaling) September 12, 2017

that is marketing GOLD. lol

— Jake Zachariah, ARM® (@jake_zachariah) September 12, 2017

Another possible niche-“divorce” -promote with divorce attorneys, advertise school district, promote your new resident mixers….. #aptchat

— Stephanie Oehler (@stephanieoehler) September 12, 2017

EARLY!Customizing by
channel–>engagement–>behavior. The sooner you get the prospect into a bucket the sooner you can customize #aptchat

— Kristi Fickert (@Marketing_Mommy) September 12, 2017

Email marketing: Message the customer receives is customized, based on behavior (what they did/didn’t do w/previous emails) #aptchat

— Kristi Fickert (@Marketing_Mommy) September 12, 2017

You’ll beat your comps to it and knock the socks off your prospect at the same time. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 12, 2017

Another good example of tailoring your message to specific corporations (preferred employer example): https://t.co/kH9GoQNAsu #aptchat

— Kristi Fickert (@Marketing_Mommy) September 12, 2017

Yes!!! Make sure HR knows they are a preferred employer…they control the communication internally. #aptchat

— Stephanie Oehler (@stephanieoehler) September 12, 2017

Like @Marketing_Mommy stated– customizing our story for a preferred employer has worked out well. #AptChat

— Jake Zachariah, ARM® (@jake_zachariah) September 12, 2017

Back to pets: If you know the prospect was browsing pet policies on the website, send an email that focuses on pet amenities/events #aptchat

— Kristi Fickert (@Marketing_Mommy) September 12, 2017

Fair disclaimer. Common FH misconception- that you can’t customize your marketing or tailor your sales pitch. #aptchat

— Stephanie Oehler (@stephanieoehler) September 12, 2017

Exactly. Which is why we wanted to put it out there. Sadly, too many have been scared out of doing real marketing. #AptChat

— Apartment Chat (@AptChat) September 12, 2017

YES! So. much. yes. Stop using FH as a crutch! #aptchat https://t.co/krf76C4pJA

— Kristi Fickert (@Marketing_Mommy) September 12, 2017

What are some ways to use technology to help personalize your marketing to share more targeted messages with prospects?

Heat maps is where it’s at! To be able to see the customer’s behavior online is priceless. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 12, 2017

Geofencing tech to deliver SMS to prospects. You can catch the second-lookers especially as they are low hanging fruit.

— Daniel Redman (@dredman) September 12, 2017

Exactly! My hunch is that if they return (on their own time) to community, they are strongly considering…geofence ads may push them over.

— Daniel Redman (@dredman) September 12, 2017

Stop telling them what they already know and start telling more compelling stories about your staff/community/neighborhood. #aptchat

— Kristi Fickert (@Marketing_Mommy) September 12, 2017

Our next #AptChat is slated for Tuesday, September 19, 2017 at 12 pm Eastern, and we’ll be previewing the NMHC Student Housing Conference. In the meantime, be sure to check out our #AptChat Facebook group and sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!

The post Catering Your Marketing To Your Prospects appeared first on #AptChat.

One reason we aren’t generally winning the follow-up game is a lack of technology. Not enough training, fear of rejection, and too many other priorities are also to blame, according to #AptChat Nation.

To learn how your team can improve, check out these follow-up dos and don’ts. (Click on the links to jump straight to a specific question.)

• Q1: Do you have a standard lead follow-up process for your property/company? If so, are you able to share a bit about the process?
• Q1a: What does the follow-up process typically look like? Who is responsible? What communication channels are you using?
• Q2: What type of info do you typically include in your follow-up communication? Does it ever change based on the prospect/status?
• Q3: What is the best way to show the value of good follow-up? We know it works, we know what customers expect. What’s next?
• Q4: What are good, simple ways to measure the success of your follow-up? Do Cost Per Lead/Cost Per Lease still apply? What else?

Do you have a standard lead follow-up process for your property/company? If so, are you able to share a bit about the process?

Concord uses @Yardi ‘s Lead Tracking Solutions PopCard for our leads. We are prompted to follow up to calls/ emails/ tours within 48 hours.

— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017

Our goal, however, is to follow up with a personalized communication within 24 hours. No templates is the goal!!!

— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017

That’s the goal in a perfect world scenario.

— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017

A1: In my exp. it is a written thank you w/in 24 hours of tour, then call/email every few days until they tell you “no.” #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

Integrating RealPage that helps automate work-flow. From prospect, follow-up, and move-in or alt. conclusion. #aptchat

— GusGR (@digitizer20) August 29, 2017

Correct. – Thank You notes and personalized touches are encouraged from on-site PM. #aptchat

— GusGR (@digitizer20) August 29, 2017

I always knew if teams were TRULY sending written thank you’s based on stamp usage. No requests 4 more postage=not sending them #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

A1: according to a @zillow report from last year, 35% of MF renters expect a response in a few hours or less, about 75% expect < 24h

— Jordan Easley (@Uncle_Doodah) August 29, 2017

From same report: 1-in-5 MF renters said low/no response was a challenge during their search. So, apparently not very close 🙂 #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

There’s a disconnect b/t top of the funnel follow up (before they tour) and middle/bottom of the funnel F/U (after they tour). #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

Have you seen some of the tests Donald Davidoff ran? Less than 1/3 of major operators are running any kind of drip campaigns. #AptChat

— Mike Whaling (@mwhaling) August 29, 2017

Yikes…so many missed opportunities! #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

And it’s not hard to do F/U. Whoever wins the follow up game wins the leases – hands down! Respond & be consistent & win the rental #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

A1.2: highly recommend this resource https://t.co/qlu7oDAbbD #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

A1.3: @helloHyly has an awesome scheduling tool that will send FUP emails automatically #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

A1.4: you can see @zillow‘s slide deck from Optech16 here -has more info on MF renters than my last link #aptchat https://t.co/WA3JXTxAwW

— Jordan Easley (@Uncle_Doodah) August 29, 2017

What does the follow-up process typically look like? Who is responsible? What communication channels are you using?

Honestly, I can say no email templates is the goal, but that’s probably what 80% of follow up looks like. The on-site team is responsible.

— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017

We use templated instant auto-responders, but they’re personalized to reflect what the prospect requested in their initial contact. #AptChat

— Mike Whaling (@mwhaling) August 29, 2017

I love auto-responders too, esp when they identify as such. It gives me confidence as a customer that I’ll be communicated with soon.

— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017

I don’t think there’s anything wrong with a solid template, as long as it’s flexible enough to be personalized to the prospect. #AptChat

— Mike Whaling (@mwhaling) August 29, 2017

Fully agree. But when on-site teams are overwhelmed & resources pulled back, you likely get click, select all, copy, paste, click to send.

— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017

100% agree and understand. You need a tool that can fill in those blanks for you on the fly. #AptChat

— Mike Whaling (@mwhaling) August 29, 2017

Right now, we just have email and phone available to us. In a perfect world, I’d love to have Facebook Messenger/ Instgram DM/ SMS to reply

— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017

With your marketing stack, make the leap from PopCard to @Yardi CRM. It’s worth it. #AptChat

— Mike Whaling (@mwhaling) August 29, 2017

I think that’s the plan. We have been having discussions on it and they’ll let me know so we can transition the training around it. 🤞🤞🤞

— Jake Zachariah, ARM® (@jake_zachariah) August 29, 2017

A1a: we have clients who FUP with email and include video tours of floor plans, amenities, etc. Some even personalize the video FUP #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

We have so many diff types of leads at diff stages of the process & many follow up tools available to us. We shld be rocking F/U #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

PREACH 🙌 #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

We should finally be winning the follow up game, but sadly – we are not. #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

All of the above! Ha! F/U strategy should be different early on vs. once someone has toured. #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

Some combination of all of the above, except in many cases it’s not “wrong” technology, it’s “lack of” #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

Truth. Too often “email” means sending from Outlook, with zero insights after hitting send. #AptChat

— Mike Whaling (@mwhaling) August 29, 2017

What type of info do you typically include in your follow-up communication? Does it ever change based on the prospect/status?

I just transitioned from my property team, BUT … I’ve always found the “KISS” method pretty effective. #aptchat

— Khara House (@kharahouse) August 29, 2017

(cont) Keep It Simple, [Silly]. Short and sweet, helpful info not just sales pitches, personalized. Be intentional AFTER the tour. #aptchat

— Khara House (@kharahouse) August 29, 2017

If someone toured I offered a pass to “test drive” the facilities. Stay in a guest suite, use the pool, fitness center, attend event#aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

And sometimes I had a resident ambassador and would pass their number along in follow up as a “reference” the prospect could call #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

What is the best way to show the value of good follow-up? We know it works, we know what customers expect. What’s next?

A3: When it’s MEANINGFUL follow up, showing leasing teams how a personalized approach makes a difference = great value. #aptchat

— Khara House (@kharahouse) August 29, 2017

Favorite thing to hear from a prospect: “Nobody helped me like you helped me.” #aptchat

— Khara House (@kharahouse) August 29, 2017

YES!!!! Again – it’s not hard. Be nice, be available and answer quickly. Your comps most likely aren’t doing that. So you win! #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

And how much work does it take for you to earn that response? #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

Almost absurdly little. Explain the market. Walk through options. Call sisters (even comps). Even referring to a restaurant. #aptchat

— Khara House (@kharahouse) August 29, 2017

I once f/u-ed w/ a prospect who desperately wanted to live @ one of our comps. When they had an opening, I emailed her right away. #AptChat

— Khara House (@kharahouse) August 29, 2017

(cont) She moved into the comp, and then sent FIVE referrals my way. That’s 5 leases from 1 person I helped rent with a competitor. #aptchat

— Khara House (@kharahouse) August 29, 2017

What are good, simple ways to measure the success of your follow-up? Do Cost Per Lead/Cost Per Lease still apply? What else?

F/U can directly increase closing ratios. Is anyone tracking # of F/U per/prospect to # of rentals to see direct impact? #aptchat

— Kristi Fickert (@Marketing_Mommy) August 29, 2017

Use technology to automate FUP for leads near the top of funnel, become increasingly personalized the closer to the bottom #aptchat

— Jordan Easley (@Uncle_Doodah) August 29, 2017

If you’ve got other follow-up tips, jump into the #AptChat Facebook group and share them!

Our next #AptChat is slated for Tuesday, September 12, 2017 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!

The post The Dos And Don’ts Of Lead Follow-Up appeared first on #AptChat.

During this week’s #AptChat you called the shots, choosing the topics and asking the questions.

The latest free-for-all touched on Amazon, Zumper, and chatbots; these are the highlights. (Click on the links to jump straight to a specific question.)

• Q1: What are your thoughts on Amazon entering the package locker space? Good for the industry? (Are you using package lockers now?)
• Q2: We saw that Zumper is launching a service to walk renters through the application process. Useful? Good idea for your market?

What are your thoughts on Amazon entering the package locker space? Good for the industry? (Are you using package lockers now?)

Q1 Our communities stopped accepting pkgs & we won’t ever use pkg lockers (co$t) so i think its great for AMZN to fill the need. #AptChat

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

It’s to their door or held at the hub. Most of our offices are closed weekends and most days during the week, limited hours when open. 1/

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

Unfortunately, there just isn’t time or manpower to accept them, notify residents, and then be available for convenient pickup. 2/

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

I would guess that if there is *any* cost associated with it, our company would opt out. 1/

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

When the govt controls rent, income is limited, so what you can control are costs. Limit every variable to lowest cost possible = profit. 2/

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

Yes. Not yet. https://t.co/DQpmo47mGo

— Mike Brewer (@mbrewer) August 22, 2017

Will do. Am anxious to know more. And, I hope our plea to be first sounds more compelling than @kategood ‘s.

— Mike Brewer (@mbrewer) August 22, 2017

chatbots! using AI for interacting with prospective customers and residents

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

Happy to answer any questions you have about chatbots … what have you seen so far? #AptChat

— 30 Lines (@30lines) August 22, 2017

I have seen @ApartmentOcean, but are there any other alternatives for real estate focus? Anything i could investigate for customer service?

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

If you want customer service, you don’t need something industry-specific. Try a builder tool and customize based on your FAQs. #AptChat

— 30 Lines (@30lines) August 22, 2017

That’s cooool! I think it might be something I start looking into… pic.twitter.com/ONSsnFpcaN

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

We saw that Zumper is launching a service to walk renters through the application process. Useful? Good idea for your market?

Here are more details on the Zumper Select service – https://t.co/3dK4upnCwm and https://t.co/nZmBaLKfeO #AptChat

— Apartment Chat (@AptChat) August 22, 2017

👋 we’re pretty excited ourselves! Got any initial thoughts? #AptChat

— Zumper (@Zumper) August 22, 2017

It sounds amazing– and certainly seems like the future direction that renters want things to go. They want simplicity. They want easy.

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

I think it perfectly makes sense for the smaller firms. Large players like @CamdenLiving @MilestoneMgt @GreystarApts will keep control 1/

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

It may be an issue trying to determine liability for Fair Housing complaints, however. Who gets investigated for a complaint? 2/

— Jake Zachariah, ARM® (@jake_zachariah) August 22, 2017

Shout-out to Jake Zachariah (@jake_zachariah on Twitter) for contributing so much to today’s chat! If you’ve got marketing questions, jump into the #AptChat Facebook group and share them!

Our next #AptChat is slated for Tuesday, August 29, 2017 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!

The post Free-For-All appeared first on #AptChat.

Social media contests are a great way to engage with your residents, and they can even produce content that can be used in future marketing materials. But they’re not foolproof.

Their success is largely dependent on thorough pre-planning, thoughtful execution, and resident appeal. Check out these highlights from our latest #AptChat for tips, contest ideas, helpful 3rd party apps and more. (Click on the links to jump straight to a specific question.)

• Q1: Are contests a regular part of your social media efforts for your brand? If so, what kind of contests have you tried?
• Q2: If you’re running a social media contest, what are some top tips to keep in mind?
• Q2a: What are some things to keep in mind *before* you run a contest? Photo releases, pre-promos, using content in your marketing, etc?
• Q3: How do you typically run your contests? Who manages them? Do you use any 3rd-party apps to facilitate hashtags, voting, etc.?

Are contests a regular part of your social media efforts for your brand? If so, what kind of contests have you tried?

Contests involving photos. Most successful was one during a blizzard (inclusive of a couple of days after)- snowman contest #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

#AptChat pic.twitter.com/2cxs2avLEQ

— Karen Kossow (@AthleteatHeart) August 15, 2017

Yes! Photo contests, quizzes, caption contests, like/comment posts with mixed results. #AptChat

— Jessica Kordsmeier (@MsLadyJess) August 15, 2017

Anything with a smaller barrier to entry. Even with an amazing prize, if we asked too much, we didn’t get a lot of entries. #AptChat

— Jessica Kordsmeier (@MsLadyJess) August 15, 2017

Truth. Even asking people to make a video is often too much of a barrier to get heavy participation. #AptChat

— Mike Whaling (@mwhaling) August 15, 2017

Yep. Been there and done that. Video contest was just too much. #AptChat

— Jessica Kordsmeier (@MsLadyJess) August 15, 2017

In my most recent roles, we were working towards making contests regular as the ones we did generated engagement. #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Successful for 2 reasons- created engagement & visibility AND kept residents happy when cooped up at home #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Actually… forgot the 3rd reason it was successful… gave us some fun content for FB ads. #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Q1 I’ve used them and seen them; probably not a major part. Pet contests, refer a friend, share why you love the community, etc #AptChat

— Jake Zachariah, ARM® (@jake_zachariah) August 15, 2017

One of my favs was a “show us your apt” contest. They submitted interior photos & we could then use those in our marketing, too. #aptchat

— Kristi Fickert (@Marketing_Mommy) August 15, 2017

If you’re running a social media contest, what are some top tips to keep in mind?

The MOST important aspect of running a contest (also in life) is ‘did you learn anything’. #aptchat

— Daniel Redman (@dredman) August 15, 2017

What do tenants care about? Respond to? Have an interest in outside of the community?

— Daniel Redman (@dredman) August 15, 2017

Agree with the others… keep it easy to enter. #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Q2-also don’t make it too “corny”.We did a Valentine’s Day photo contest using a backdrop & props set up in the lobby. Didn’t work. #Aptchat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Trial & error at a given property. Fortunately most such contests aren’t expensive. If it doesn’t work at a site don’t do it again #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Ask your residents? Who wouldn’t love being asked their opinion, have it agreed upon, then actually come to life?

— Jake Zachariah, ARM® (@jake_zachariah) August 15, 2017

Part of the plan was to delight our residents with surprises throughout the storm (planned on our end of course) #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Q2 Always use multimedia with the contest. Pics, vids, etc. Organically increases engagement. #AptChat

— Jake Zachariah, ARM® (@jake_zachariah) August 15, 2017

Q2 Link to your contest rules. Always follow your own rules. Don’t make the contest difficult. Every1 should be able to enter using a phone.

— Jake Zachariah, ARM® (@jake_zachariah) August 15, 2017

Q2 Don’t do a “first one to answer” because it drops off engagement after the correct answer is submitted. Give people time & choose random.

— Jake Zachariah, ARM® (@jake_zachariah) August 15, 2017

What are some things to keep in mind *before* you run a contest? Photo releases, pre-promos, using content in your marketing, etc?

Pre-promos- depends on the contest. The snowman one was a “planned surprise” so no notification until the day the storm was to hit #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Thankfully we have in-house counsel that has been really helpful when I have contest ideas! #AptChat

— Jessica Kordsmeier (@MsLadyJess) August 15, 2017

Q2a Always promo the contest in advance– market through an eblast or sms blast. Even a consistent schedule, like every Tuesday. #AptChat

— Jake Zachariah, ARM® (@jake_zachariah) August 15, 2017

It’s amazing to me how many properties have regular Facebook bingo … and people love it. A few min late with the #? You’ll hear. #AptChat

— Mike Whaling (@mwhaling) August 15, 2017

How do you typically run your contests? Who manages them? Do you use any 3rd-party apps to facilitate hashtags, voting, etc.?

I manage everything. But, I have been playing around with @tabfoundry lately to build/manage quizzes, photo contests, etc. #AptChat

— Jessica Kordsmeier (@MsLadyJess) August 15, 2017

I’ve used @rafflecopter in the past and had a pleasant experience. #aptchat

— Daniel Redman (@dredman) August 15, 2017

In the past was me/my team/ or agency #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Q3 All managed in-house by a marketing specialist or the on-site team for smaller companies I’ve worked with. Never got a change to use 3rdp

— Jake Zachariah, ARM® (@jake_zachariah) August 15, 2017

Not full partner contests but prizes have often been gift cards for partner businesses #AptChat

— Karen Kossow (@AthleteatHeart) August 15, 2017

Have something you want to discuss during next week’s #AptChat? Share your questions in the #AptChat Facebook group!

Our next #AptChat is slated for Tuesday, August 22, 2017 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!

The post Running Effective Social Media Contests For Your Apartment Community appeared first on #AptChat.

Websites and video technology have significantly altered the apartment shopping process. Today, prospects are armed with lots of information about your community before they even set foot on the property— if they actually visit.

So is it necessary to stage model units? Are apartment companies changing the way they give tours? You’ll find the answers to these questions and more in the highlights from this week’s #AptChat. (Click on the links to jump straight to a specific question.)

• Q1: How important is it to stage a model apartment today? What do most prospects expect/want to see on a community tour?
• Q2: Do you have a property tour you follow every time, or do you modify the tour to cater to the prospect? Any tips here?
• Q3: Are you offering online tours? If so, what kind – live videos, pre-recorded videos, Matterport tours? How are they working?
• Q4: How are you adjusting your tours knowing that prospects are so highly informed before they walk in? What does that change?

How important is it to stage a model apartment today? What do most prospects expect/want to see on a community tour?

It is still important to stage a model, but I don’t know that it’s necessary to go *all out* and hire an expensive designer to accomplish it

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

Bed for proper perspective of how large the bedroom is; some kind of seating arrangement in the living space; a few cereal boxes in cabinets

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

You want to create perspective in rooms– otherwise the renter can be left with a cold feeling of the empty rooms, unknowing if stuff fits

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

This is my issue with photos of empty rooms on property websites. There’s no point of reference to see what you’re really getting. #AptChat

— Mike Whaling (@mwhaling) August 8, 2017

You can take a few cardboard boxes put together, throw a duvet over it with pillows and voila, you have a bed in a bedroom! pic.twitter.com/PixxeQ7w7p

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

A1: Corporate renters moving into furnished apts often want to see staged; others may want to see a blank canvas #aptchat

— Jordan Easley (@Uncle_Doodah) August 8, 2017

I agree with the blank canvas to a point– maybe with the style stuff. Renters still may want to see if the king/queen bed fits, though.

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

Right – every renter will be different! #aptchat

— Jordan Easley (@Uncle_Doodah) August 8, 2017

It’s not 💯 necessary anymore. Stage one in each floorplan for photos & videos, then show actual avail. unit whenever possible. #aptchat

— Stephanie Oehler (@stephanieoehler) August 8, 2017

Maybe mini-model available units but why take units off the market when so much research is done before the in person tour. #aptchat

— Stephanie Oehler (@stephanieoehler) August 8, 2017

Exactly– you need model stuff that can move quickly. Taking units off the market is insane if you can rent them.

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

It’s fun & if prospects stay online longer & convert- totally worth it. Having device avail 4 prospect in office to play works too. #aptchat

— Stephanie Oehler (@stephanieoehler) August 8, 2017

Need an A/B study on results. Personal pref. Is virtual reality one where you walk thru apt. & open doors, look in cabinets, etc. #aptchat

— Stephanie Oehler (@stephanieoehler) August 8, 2017

Research shows prospects want to see the apartment they’re going to live in more than a model. Importance of model has decreased. #AptChat

— Lawson Realty (@LawsonRealtyCo) August 8, 2017

Yes!! It’s another thing we are afraid of changing. Then, we’d really need to make sure our sales people are trained.. #aptchat

— Stephanie Oehler (@stephanieoehler) August 8, 2017

Some…Photos of the view from every unit window, videos of every floorplan staged. Move in guarantee. #aptchat

— Stephanie Oehler (@stephanieoehler) August 8, 2017

Pictures, virtual tours, 3D click-thru’s are important for floorplans. Model is great in case there’s nothing to physically show. #AptChat

— Lawson Realty (@LawsonRealtyCo) August 8, 2017

Move-In Guarantee is *HUGE* — I miss working with @EquityRes when they had it. Every lease signed unseen was sealed w/ this #HappyResidents

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

Do you have a property tour you follow every time, or do you modify the tour to cater to the prospect? Any tips here?

Q2 I teach salespeople to figure out what is important to prospect & personalize the tour. We are salespeople, not tour guides. #AptChat

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

Agree – start their visit by understanding what they’re looking for, then spend the majority of your time on what they car about #aptchat

— Jordan Easley (@Uncle_Doodah) August 8, 2017

Yup! If the pool is not important, I could fall asleep while you prattle on about how “sparkling” and “refreshing” it is. pic.twitter.com/msDWwW3Hog

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

Of course, it’s fine to have a backup tour route for a difficult prospect, but customers today want custom, personalized service. #AptChat

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

Agree – start their visit by understanding what they’re looking for, then spend the majority of your time on what they car about #aptchat

— Jordan Easley (@Uncle_Doodah) August 8, 2017

I wouldn’t say too high… low % for sure. I believe that virtual/ facetime/ skype tours may help prospects narrow results, but not full sale.

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

Are you offering online tours? If so, what kind – live videos, pre-recorded videos, Matterport tours? How are they working?

We’ve used VR for a few lease ups. The “cool factor” is definitely there, but it’s difficult to say whether it’s sped up the process.

— Sara S. Graham (@sarasgraham) August 8, 2017

Q3 | No, I doubt it fits *our* demog, but in market-rate, I used pre-recorded videos for almost 8 or 9 years now & live videos for 5 or so

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

I work with Concord, 90%+ of our units are “Affordable” or low-income based. And we have too few market-rate to justify new tech 🙁☹️🙁

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

(belated) A3: we have clients using video tours of staged units to lease corp apts in bulk, sight-unseen #aptchat

— Jordan Easley (@Uncle_Doodah) August 8, 2017

How are you adjusting your tours knowing that prospects are so highly informed before they walk in? What does that change?

Not making assumptions, still do needs analysis. But realizing certain objections are just negotiations as they are so informed. #aptchat

— Stephanie Oehler (@stephanieoehler) August 8, 2017

Q4 | It’s great for our team… we know they know the details, so less squabbling over price/discounts, more focus matching prospect to home

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

We can now tailor our tour to creating rapport, creating community, increasing engagement. We sell on the experience b/c they know the deets

— Jake Zachariah, ARM® (@jake_zachariah) August 8, 2017

Our next #AptChat is slated for Tuesday, August 15, 2017 at 12 pm Eastern, and we’ll be discussing effective social media contests for apartments. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!

The post The Art of Staging Units & Giving Amazing Tour Presentations appeared first on #AptChat.

Is it promotions, incentives, amenities, or the experience that win leases? None of the above?

To help us determine what gets renters to sign on the dotted line, we asked what #AptChat Nation is doing right now to entice prospects, what properties can do to avoid concessions, how to cater to the way people shop for apartments today and more. These are the highlights. (Click on the links to jump straight to a specific question.)

• Q1: What does your current market look like? Are you seeing more concessions? What are people doing to win leases right now?
• Q2: What are some things properties can do to avoid “expected” concessions? What are some examples/tips you’ve seen work well?
• Q3: What can you do to set your leasing/service experience apart? What’s your favorite way to get remembered and get the lease?
• Q4: How do you see the leasing experience evolving? What do need to be doing now to better cater to how people shop today?

What does your current market look like? Are you seeing more concessions? What are people doing to win leases right now?

Definitely seeing more saturated markets – some specials/concessions creeping back in. #AptChat

— Kristi Fickert (@Marketing_Mommy) August 1, 2017

Lots of new lease-ups means companies are rushing to hit financial deadlines, too. Not surprising to see more concessions. #AptChat

— Apartment Chat (@AptChat) August 1, 2017

Unfortunately, we don’t track that too much. However, we do see incentives like waiving the application fee #AptChat

— RokitNow (@RokitNowInc) August 1, 2017

That’s good feedback. We definitely see lots of “waived app fee” offers out there, too! #AptChat

— Apartment Chat (@AptChat) August 1, 2017

Our strategy was to give away anything else we could B4 we offered a concession. Free garage, reduced deposit/app fees, accent wall #AptChat

— Kristi Fickert (@Marketing_Mommy) August 1, 2017

Nice! Seems like those are things you can always have in your back pocket to help close a deal. #AptChat

— Apartment Chat (@AptChat) August 1, 2017

You can forecast your numbers 90+ days out so you can see it coming. We don’t act quickly enough/early enough. #aptchat

— Kristi Fickert (@Marketing_Mommy) August 1, 2017

Speak up … we need your voice! What is Rich’s all-seeing eye seeing across the market? #AptChat

— Apartment Chat (@AptChat) August 1, 2017

Tired baseball analogies 😉 Poking some cool things – better attribution modeling, migration / work analysis and impact of self driving cars

— RealPageRich (@RealPageRich) August 1, 2017

Get to know the customer: it’s not always a money issue: they’ll pay more for good value or good service. Gotta show value quickly #aptchat

— Kristi Fickert (@Marketing_Mommy) August 1, 2017

My company deals primarily with low income “affordable” housing. We are maxed out in the Orlando market– 12+ month wait lists.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

Whatever market-rate units that we have seems to be holding the trend for median market rates within the same quality class. #RentOrlando

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

I have noticed concessions in other companies, however. We have had a ton of new units to market, with several thousand pending still.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

This survey shows industry leaders expect Seattle to see the greatest increase in pricing power: https://t.co/ENix0JYM8d #AptChat

— MPF Research (@MPFResearch) August 1, 2017

What are some things properties can do to avoid “expected” concessions? What are some examples/tips you’ve seen work well?

1 way: Be ready w/ the math. Show a prospect how a concession goes away at renewal & the cost to move again eliminates any benefit. #aptchat

— Stephanie Oehler (@stephanieoehler) August 1, 2017

Question specials: If a community is running a special they have considerable vacancies. If not they’re full w/happy residents#sold #aptchat

— Kristi Fickert (@Marketing_Mommy) August 1, 2017

I try to never talk price or specials at all before or during a performance (tour or show). I talk to my audience like I would my friends.

— Robert Starnes, Jr. (@texsmodel) August 2, 2017

I say performance, because those people remember those, but a show or tour can be forgotten pretty quick! #themultifamilyHG

— Robert Starnes, Jr. (@texsmodel) August 2, 2017

What can you do to set your leasing/service experience apart? What’s your favorite way to get remembered and get the lease?

Sometimes all you have to do is be nice & actually answer the phone or take care of the customer when they come in. #AptChat

— Kristi Fickert (@Marketing_Mommy) August 1, 2017

With the bar set so low by your competitors, this is for sure an easy way to win.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

Small things add up: Get to know them, encourage interaction w/video or their phones, give a free pass to try the facilities#aptchat

— Kristi Fickert (@Marketing_Mommy) August 1, 2017

Give a parting gift, send them to lunch (on you) to “think it over”, invite them to social events. #AptChat

— Kristi Fickert (@Marketing_Mommy) August 1, 2017

Yes!!! This is why we had partnerships w/ local restaurants to send them to & an annual event calendar to distribute. #aptchat

— Stephanie Oehler (@stephanieoehler) August 1, 2017

One of my classes: “Stop Apologizing for your Price-Leasing without Concessions”. Often it’s a mindset/confidence issue for LPs. #aptchat

— Stephanie Oehler (@stephanieoehler) August 1, 2017

Price-issues are almost *ALWAYS* a salesperson’s apprehension not customer’s. 95% of customers knew the price (internet) before walking in.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

Also about consistent experience. From online to on-site. If something doesn’t match, concessions bridge the divide. Costly way! #aptchat

— Stephanie Oehler (@stephanieoehler) August 1, 2017

So true. When people already know everything they’ve found online, the leasing team needs to recognize and built on that. #AptChat

— Apartment Chat (@AptChat) August 1, 2017

Create rapport. Learn about the customer. Learn their dreams and cast the vision of how they can achieve their dreams at our community.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

People buy experiences, not things. They buy emotion, not logic. People buy from people, not companies. It’s all about the relationship.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

Follow up. Don’t know how many times a simple follow up call/text/email results in a lease

— Patrick Soukup (@PatrickSoukup) August 2, 2017

How do you see the leasing experience evolving? What do need to be doing now to better cater to how people shop today?

Evolve how we hire/promote/train LPs. More sales mindedness. Service is a part of Sales but sales isn’t always a part of service. #aptchat

— Stephanie Oehler (@stephanieoehler) August 1, 2017

A4: 360 tours of units & community on website. Scheduling tours on website. Allow for text/SMS, FB, WhatsApp communications. Bots #AptChat

— RokitNow (@RokitNowInc) August 1, 2017

The leasing experience is becoming more tech tools focused. You need to have mobile devices and social accounts to interact with prospects.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

Videochat tours are great! Things like Periscope are a fun idea because they are open and allow a ton of people to join in.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

Salespeople (& companies) need to invest in tech tools (mobile devices, software) and training to get up to speed with customers.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

Company mindset shift towards different ways to track customer engagement and interaction.

— Jake Zachariah, ARM® (@jake_zachariah) August 1, 2017

Got any other great strategies for winning leases? Share them in the #AptChat Facebook group!

Our next #AptChat is slated for Tuesday, August 8, 2017 at 12 pm Eastern. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!

The post Winning The Lease appeared first on #AptChat.