How to Master the Leasing Experience
Calling all apartment marketing teams! Learn the keys to mastering each phase of the leasing customer journey.
December 5, 2019
Marketing
If you want to master the leasing experience, you’ll need to deliver on the moments that your rental prospects really care about.
Renters’ expectations are getting higher, while statistics show that the multifamily industry is not keeping up. Millennials and Generation Z account for 64% of today’s renters. As one of the largest cohorts of renters, their expectations should not be taken lightly. More than 70% of them expect a reply from your leasing staff within a day or less (many expecting it within just a few hours) and 35% will move to the next option if they don’t hear back within their desired response time.
Multifamily managers and owners need to actively optimize each step of the renter’s buying journey to address these expectations. Your leasing, marketing and training teams need to be equipped with the tools to succeed so you can track, measure, improve—and ultimately win—the entire leasing experience.
The first phase of the renter’s journey is their research. The average renter uses five or more online resources in their search for a new apartment. Understanding which of these resources generate the most leases is key for generating a high marketing ROI.
The second phase of the renter’s journey is their outreach. This occurs after they have vetted your property online and are ready to give your property a call. As an apartment marketer, you’ve spent a lot of advertising dollars to make this moment happen, and it’s up to your leasing staff to answer that call. Ensure your leasing staff is active on the communication channels (e.g. phone, text, chat) that your renters prefer—this is crucial for keeping prospects engaged and keeping your property top-of-mind during their apartment search.
The third phase of the renter’s journey is their decision. Once they have decided to lease, you should take a look back at the moments that led to the execution of the lease. By learning from your past wins or losses, you can optimize for the future. Ad source effectiveness and employee performance are two factors that have a major impact on the leasing experience. They should be measured closely.
The LeaseHawk Performance Platform helps you to optimize all phases of the leasing customer journey. To learn how you can optimize the leasing experience for your properties, drop us a note. We look forward to strategizing with you.
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