We have a spot for it on our applications. If I notice they do not write one in, I ask if they'd like to provide it so I can e-mail them their new address, etc. This usually gets an e-mail out of them. I also ask if they prefer e-mail for communication. So many people have e-mail attached to their smart phone now.

Zachary Kestenbaum wrote:

I think Stephanie and Angela are on the right track about using "carrots" to incentivize residents. Many residents wonder, "Why should I give you my email address - so you can bother me about the rent?"

Remember - "What's in it for me?"

I agree, it's more about how you go about it.

For current residents I let them know that we send out information on whats happening on the property and local community events. We don't send too many late rent notices via email. I'd rather have this channel of communication for other important information.

For new residents/showings I let them know that I will email them information including a video tour, pictures, floor plans and such. If you just ask for an email, I find most are very hesitant. Think about how much junk email you get on a daily basis. I always state it as "If I can get your email, I'll shoot you a video link and some pictures that you can share with friends and family for their opinion."

"What's in it for me"

Resident surveys are another great way to get residents' email addresses! Even if it's a paper survey, offer a prize drawing to encourage them to participate in the survey, and have a place to notify the winner by email. If they have to go on surveymonkey or some other online survey, I think the survey requests it...Then you have it!
:P

I have residents fill out a "resident update form" at lease renewal. It's not optional.

We make the residents provide their email addresses when they apply for an apartment. It's on the front of their application. We also suggest to them to email us at any chance they get so that we can collect them that way as well. They can go right to our website under the resident section and send us a work order, complaint, or they can fill out a survey.

We also send out an update sheet with our newsletter twice a year and we get a lot of responses back from that because like Zachary says we give them something for doing it... they all go into a raffle for a pizza or a gift card... and we leave copies of it in the office for when they come and pay rent and tell them to fill it out so they can get in for the raffle.

My sister property does early bird drawings when they pay their rent early and they will be notified through email so they get a lot of them that way as well!

I think Stephanie and Angela are on the right track about using "carrots" to incentivize residents. Many residents wonder, "Why should I give you my email address - so you can bother me about the rent?"

Instead, give them reasons that matter to them why they should give you their email address. Stephanie mentioned being able to use your resident portal, which is one really great reason. Or how about being able to receive email notifications when they have a delivery or package. Or getting notices in advance before you have to shut the water off. Or getting weekly/monthly special deals that you've compiled from nearby businesses. Or, yes, even being entered into drawings for prizes.

Remember - "What's in it for me?"

And Stephanie - 72% is pretty impressive. I have clients who, by providing residents with useful email-based services, and really staying on top of it, have gotten above 90%!

Zach Kestenbaum
BuildingLink.com
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