Every day there’s another article or study about mobile use increasing or some fabulous new technology that makes our personal or business lives easier. Some property management companies say 30-40% of their online traffic comes from mobile devices already (not surprising when you consider that millennials make up a large part of the multifamily market).
But we can’t forget this point: It’s not just the technology that matters; it’s the experience (and people) behind it.
Let’s assume you have a mobile-friendly site or app. That’s just the first step. About 73% of mobile users contacted someone to view an apartment based on their online mobile search. What happens next can build loyalty—or frustration—and that online experience can color how the consumer thinks she’ll be treated as a resident, especially if she’s a millennial.
For example, if I can easily ask questions and get a response, I’m more likely to remember a company as helpful, attentive and trustworthy. On the other hand, clunky online processes and slow responses are frustrating and can leave an impression of unfriendliness or unprofessionalism.
The problem is, as always, time. We have precious little of that in this industry, yet some properties have figured out how to be there for the always-on consumer...without time-traveling (so far as I know).
Some properties offer mobile text or live chat as ways for prospects/residents to get real-time help from the leasing or management teams, right from their websites or property listings. Those who need even more manpower behind their communications—during a lease-up, for instance—have gotten even more creative.
“What happens if someone’s not there to answer a chat? That was our initial worry when rolling out our chat/text solution across our portfolio,” notes Dana Pate, Marketing Director for Matrix Residential, a property management company with about 3,500 units in their portfolio and another 4,000 under development. “It’s like a phone call; the worst thing is not getting an answer.”
So here's how they ensure the best possible experience: Matrix has been using the hybrid answering support their chat/text provider offers. Their employees get the first chance to respond, but trained virtual receptionists answer on their behalf if necessary. “Now, we’re able to ensure that even if 500 other things are going on, someone’s going to respond and provide that prospect the customer experience we’re aiming for at all times.”
People have differing views about outsourcing, and it’s not always the answer. Maybe your employees just need the technology to be able to multitask and text or chat with the consumers that reach out online. But if that extra support is necessary, prepare them to provide the best experience:
It’s like setting up a play in volleyball. The “bump” is the text or chat response from the virtual team, the “set” comes from your team’s follow-up, and the “spike” is the lease. They all depend on each other...just like the most beautifully designed mobile site still needs people behind it when the consumer has a question.
Are you ready to answer?